Malaysia has seen a considerable surge in the utilisation of digital payment platforms for goods and services during the pandemic, notably for eCommerce transactions. The increased popularity of digital payment platforms has been driven by the growing adoption of contactless payment methods. This research is to investigate the most effective factors that help digital payment platforms to retain their customers. Touch‘N Go; a major platform in Malaysia, was used in this research to have a broader understanding from the customer perspective when using the platform. In the uprising competitiveness of the digital payment market in Malaysia, it is vital for digital payment platform companies to adopt customer retention strategies to sustain. Quantitative method was employed to collect 120 samples from the local users utilising the snowball sampling technique. SPSS (Statistical Package for Social Science) was utilized to perform data analysis and discern how each factor affects customer retention to the platform. The resultsindicated thatstickinesstowards Touch‘N Go is primarily influenced by convenience, security, perceived ease of use and price benefit. However, above all the variables unveiled, this study showed that perceived ease of use and price benefit were the most influential factors that encourage consumers to remain loyal to Touch ‘n Go platform. These findings carry noteworthy implications for Touch‘n Go and other business players, highlighting the key factors they should consider to maintain sustainability within the industry.