AhaPay partnership with DirectD bring BNPL to retail stores nationwide

Kuala Lumpur, Malaysia, 6 July 2026  — AhaPay, a Malaysian BNPL solution provider and part of the fintech holding Fingular, has inked a deal with DirectD, one of Malaysia’s largest mobile phone and tech gadget retailers, offering BNPL services to its shoppers looking to upgrade their devices.

With the initial deployment having commenced in Q2 2026, AhaPay’s BNPL platform is now integrated across all of DirectD’s retail network, enabling faster, flexible payment options for shoppers and merchants alike. Shoppers are able to split payments into up to 12 installments, choosing a repayment tenure that works best for them.

DirectD's extensive retail footprint across Malaysia will reach a vast and diverse customer base, from students to families and working professionals upgrading their devices. Known for its wide selection of mobile devices and tech accessories, DirectD draws shoppers who want variety and value in one place.

Through this partnership, AhaPay extends its mission to bring flexible, responsible payment options to the mass market at scale—meeting consumers at the point of purchase, in physical stores where they already shop. By making flexible payment options widely available, AhaPay supports merchants in driving sustainable growth while helping consumers manage expenses more effectively.

As e-commerce activities continue to surge, they present growth opportunities for emerging payment solutions such as BNPL. Malaysia has approximately 7.5 million active BNPL users across both online and offline channels as of H2 2025. The partnership represents an important milestone in accelerating Malaysia’s digital payment adoption at the point of sale.

“Integrating our platform directly into DirectD’s retail stores allows us to deliver tangible value to merchants and consumers at scale. We are confident that this partnership will serve as a model for digital payment adoption across the broader retail sector," said Harold Chen, CEO of AhaPay. 

Amy Tan, CEO of DirectD, said, “At DirectD, we are committed to making technology accessible to every Malaysian, including those underserved by traditional financing options. Through AhaPay, customers can expect lower financial barriers and more flexible ways to own the devices they desire—backed by a fast, secure, and reliable digital payment experience.”

About AhaPay

AhaPay is a growing BNPL service in Malaysia, part of the Fingular group. It offers flexible, transparent, and fully digital payment solutions that help consumers manage purchases and assist merchants in increasing sales and retention. The platform supports dynamic and static QR codes, payment links, online checkout, and flexible down payments.

About DirectD

DirectD Retail & Wholesale Sdn Bhd is one of Malaysia's largest mobile phone and gadget retailers, established in 2000. They specialize in retailing and wholesaling smartphones, tablets, and accessories, offering a wide array of original products from top global brands.

Press Office Fingular [email protected]