Customers on Singapore Airlines’ A350 aircraft will be able to shop online via the carrier’s KrisWorld inflight entertainment system from next week.

The service goes live on June 28, and allows passengers to choose from over 4,000 products across a wide range of categories including airline merchandise, beauty products, fragrances, electronics and alcohol.

Customer can either choose to have their purchases delivered to their homes, or receive them on their next flight with SIA, in which case they will benefit from duty free prices.

The airline says it is the first in the world to offer live online shopping on board its aircraft, thanks to a partnership with Air Free, Thales and Panasonic Avionics.

The technology connects SIA’s KrisShop directly to the aircraft IFE system, enabling live updates on product availability and credit card authorisations.

KrisFlyer and PPS Club members will accrue miles on their purchases, and to celebrate the launch customers will get a 15 per cent 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 per cent discount with no minimum spend on home delivery orders.

The service will initially be available on selected A350 aircraft, before being “progressively rolled out across the SIA network”, except for the carrier’s B737-800 NGs, as these aircraft are not equipped with internet connectivity.

Back in 2018 Singapore Airlines set out its goal to become the world’s “leading digital airline”, with aims including “developing innovative digital solutions to personalise passengers’ end-to-end travel experience”.

Singapore Airlines aiming to become world’s “leading digital airline”

Commenting on the news 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 inflight 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.”