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Singapore Airlines to launch world-first live inflight online store

Not many consumers may be flying to and from Asia right now – but those who find themselves on board selected Singapore Airlines flights later this month will be able to experience a world-first live inflight online shopping service. 

In partnership with AirFree, Thales, and Panasonic Avionics, the carrier has created an online store under its KrisShop brand featuring more than 4000 items. Travellers can purchase and pay for the goods on their entertainment touch screens and have the goods delivered to their next flight or sent to their homes.  

The KrisShop e-commerce platform will launch on June 28, initially available on selected Airbus A350 aircraft, before being progressively rolled out across the airline’s network.

Categories of shoppable goods include beauty products, fragrances, electronics, liquor and airline merchandise all at duty-free prices. 

The service is made possible by what Singapore Airlines describes as industry-first air-to-ground connectivity technology, which connects KrisShop directly to the aircraft’s inflight entertainment system and enables live updates on product inventory and credit card authorisation.

“E-commerce is the future of shopping, and integrating this feature into our in-flight entertainment system is yet another industry first for SIA,” said Yeoh Phee Teik, senior VP of customer experience at Singapore Airlines. 

“This allows KrisWorld to go beyond movies, television shows, music, and games, and offer customers more of what they want while flying with us.”

Although the airline has not said as much, a spinoff benefit from the digital online store is likely to be the phasing out of inflight duty-free shopping magazines, which could potentially reduce onboard weight during flights, reducing energy costs. 

Chris Pok, CEO at KrisShop believes the service will “enhance and rejuvenate the in-flight shopping experience”. 

“This extends our reach to the travel audience segment, and reinforces our commitment to deliver an integrated user experience to all customers.”

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