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

Singapore Airlines (SIA) will become the first airline to offer live online shopping on board its aircraft from 28 June, when the KrisShop e-commerce platform becomes available via the KrisWorld in-flight entertainment (IFE) system. This service will initially be available on selected Airbus A350 aircraft, and progressively rolled out across the SIA network.

Customers 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 have access to duty-free prices on orders that are delivered on their next Singapore Airlines flight. Customers can also choose to have their purchases delivered directly to their home.

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.

Commenting on the launch, SIA’s senior VP of customer experience, Yeoh Phee Teik, 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.”

Meanwhile, KrisShop CEO Chris Pok noted: “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.”

Earlier this month, SIA s celebrated 50 years of operating in the United Kingdom. The carrier began its long history with the UK when the first flight – ML782 – flew between London and Singapore. Back then, cabin crew already wore the iconic Pierre Balmain-designed sarong kebaya, however the Boeing 707’s livery was in black and yellow representing Malaysia-Singapore Airlines, before becoming Singapore Airlines in 1972.

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