AhaPay, a Malaysian Buy Now, Pay Later (BNPL) solution provider, has announced a strategic partnership with DirectD, one of the country’s largest mobile phone and tech gadget retailers. This collaboration aims to integrate AhaPay’s BNPL services into DirectD’s retail stores across Malaysia, offering customers the option to finance their purchases at the point of sale.
The integration, which began in the second quarter of 2026, allows shoppers to split their payments into up to 12 instalments, providing a flexible repayment tenure. This initiative is expected to cater to a wide range of customers, including students, families, and professionals, who frequent DirectD for its extensive selection of mobile devices and tech accessories.
AhaPay’s mission is to provide flexible and responsible payment options to the mass market, supporting merchants in achieving sustainable growth whilst helping consumers manage their expenses more effectively. The partnership with DirectD is seen as a significant step in accelerating the adoption of digital payments in Malaysia, where approximately 7.5 million active BNPL users were recorded as of the second half of 2025.
Harold Chen, CEO of AhaPay, expressed confidence in the partnership, stating, “Integrating our platform directly into DirectD’s retail stores allows us to deliver tangible value to merchants and consumers at scale.” Amy Tan, CEO of DirectD, added, “Through AhaPay, customers can expect lower financial barriers and more flexible ways to own the devices they desire.”
This collaboration highlights the growing trend of digital payment solutions in the retail sector, as e-commerce activities continue to rise in Malaysia.
