Not just in developed countries but also in an emerging economies country like Thailand that new technology enters in many industries and plays an important role in any business. This especially includes the financial industry that creates digital payment, an emerging from online banking develops to mobile banking and nowadays e-wallet. Around 56% or 31 million of Thai populations have access to mobile banking which attracts business firms without a financial background to invest in e-wallet. The purpose for this study is to help retail banks understand how non-bank e-wallet attract their users in order to improve mobile banking features and benefits that could bring their customers back as well as recruit new customers. This is because payment systems technology is now available to non-banking institutions as well as traditional banks.The objectives of this study were to identify factors that drive customers to download e-wallet; to determine the e-wallet attributes and benefits that influence users to spend through e-wallet; and to ascertain the characteristic and segment of existing users.The research used exploratory research method and secondary data method to gain overview of digital payment and in-depth interview to understand insight from non-bank e-wallet users. After finishing the exploratory research stage, descriptive research was used to quantify the findings. The results indicate users download non-bank e-wallet because of cash back promotion, perceived usefulness, and cashless and cardless character. Therefore, retail banks should communicate these three benefits that mobile banking can achieve too.