Indonesia digital economy is growing very fast, expanded 11% in 2020. This global phenomenon happens along with vast growth of technology. Smartphone penetration is 72,1% in 2021 and estimated to reach 239 million user or 82.5% of population in 2026. Digital payment is also rocketing, as affected by covid-19 pandemic, from 70 million user in 2017 to 158.7 million or 57% penetration rate in 2021. Traditional market is playing a strategic role in social economy, however, the implementation of digital payment is still low, estimated 6% of traditional retailer adopt the system. This research is to investigate digital payment adoption by merchants in Jabodetabek traditional markets, by analysing perception and opinion of intellectual customers represented by 91 respondents, using technology acceptance model and PLS-SEM with SmartPLS Software.