Ipsos Press Release - E-wallet Landscape in 2026

The findings from the latest study from Ipsos on the E-wallet Landscape in 2026 reveals that:
•    E-wallets now lead Malaysia's cashless economy, with usage reaching 81% in 2026
•    Nearly three in four Malaysian (72%) used non-cash payments in the past three months
•    E-wallet adoption is expanding beyond youth, with the fastest growth among Malaysians aged 35-44
•    Touch 'n Go remains the dominant e-wallet, while MAE continues to gain ground as the leading challenger

Kuan Sawu Fang, Director, Ipsos Malaysia mentions:  

Malaysia's transition towards a cashless economy continues to gain momentum, supported by Bank Negara Malaysia's efforts to strengthen the digital payment ecosystem and the widespread adoption of interoperable QR payment infrastructure. Together, these developments have made digital payments more accessible, convenient and widely accepted across everyday transactions.

Ipsos' latest findings reveal that e-wallet adoption continues to broaden beyond younger consumers, with the strongest growth coming from those aged 35 and above. More importantly, usage is increasingly centred on everyday offline spending, particularly at Food & Beverage outlets, retail purchases, and tolls and parking, signalling a shift from online convenience to habitual daily use. Consumers are also consolidating around trusted platforms, with Touch 'n Go maintaining market leadership while MAE continues to strengthen its position through safety, reliability and wide acceptance.

For businesses, accepting e-wallet payments is no longer a value-added service, but an essential part of the customer experience, particularly for retailers and F&B operators where usage is highest. Beyond facilitating transactions, e-wallet platforms also present new opportunities for brands to engage consumers through in-app advertising and promotion, making them an increasingly important channel within today's marketing ecosystem.