British Airways has teamed up with Tourvest Duty Free to launch a 'buy before you fly' service delivering goods direct to your seat.
From today, long-haul BA passengers can pre-order duty free products at highlifeshop.com.
Any ordered items will then be waiting on the aircraft on boarding.
Gifts available include clothing, souvenirs, beauty products, children's toys, cigarettes, confectionery, fragrances, gadgets, gifts, jewellery, alcohol, sunglasses and watches.
Peter O'Shea, BA on-board retail executive, said: "Our new pre-order service is a convenient and hassle-free way for customers to choose from a wide range of top brands, travel exclusives and tax-free purchases. It also means less to carry in their luggage."
Last week, BA introduced Avios discounts on short-haul flights (see news, October 29).