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Singapore Airlines to launch world’s first in-flight e-shopping experience

Singapore Airlines will launch live online shopping on board its aircraft, when the KrisShop e-commerce platform becomes available via the KrisWorld in-flight entertainment (IFE) system. The airline will become the first in the world to do so.

Passengers will be able to choose from more than 4,000 products across a wide range of categories including exclusive airline merchandise, beauty products, fragrances, electronics, and liquor. They will enjoy duty-free prices on orders that are delivered on their next Singapore Airlines flight. Travellers can also choose to have their purchases delivered directly to their homes.

Singapore Airlines (SIA) and KrisShop are working with AirFree, Thales, and Panasonic Avionics to offer this all-new in-flight e-shopping experience for its customers. It leverages an industry-first air-to-ground connectivity technology, which connects KrisShop directly to the aircraft IFE system and enables both live updates on product availability and credit card authorisation.

Mr Yeoh Phee Teik, Senior Vice President Customer Experience, Singapore Airlines, said:

E-commerce is the future of shopping, and integrating this feature into our in-flight entertainment system is yet another industry first for SIA. This allows KrisWorld to go beyond movies, television shows, music, and games, and offer customers more of what they want while flying with us. This is part of our unwavering commitment to continuously innovate and enhance our product and service offerings, and augment the travel experience for our customers.

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This industry-first service will initially be available on Airbus A350s with the airline stating that it will be progressively rolled out across the network. Note that Boeing B737-800NGs will not have the online shopping service as the aircraft are not equipped with the internet connectivity feature.

Mr Chris Pok, Chief Executive Officer, KrisShop said:

KrisShop has been at the forefront of connecting with consumers since our rebranding in 2019. Today, together with Singapore Airlines, we are excited to be able to enhance and rejuvenate the in-flight shopping experience with the inclusion of our live e-commerce platform on KrisWorld. This extends our reach to the travel audience segment, and reinforces our commitment to deliver an integrated user experience to all customers.

To celebrate the launch, passengers will enjoy a 15% discount if they spend a minimum of S$150 on pre-order items to be delivered to them on board their next flight, or a 10% discount with no minimum spend on home delivery orders. KrisFlyer and PPS Club members will continue to accrue KrisFlyer miles for their purchases when they shop on board eligible flights.

Meanwhile, the airline recently launched a voluntary carbon offset programme. Singapore Airlines has also announced that it will resume flights to Manchester next month after more than a year.

Featured image by Singapore Airlines

What do you think of this industry-first in-flight e-shopping experience? Let me know in the comments section below.

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