Claimed to the world’s first airline to offer live online shopping the KrisShop e-commerce platform goes live today (28 June).

The 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. Customers enjoy duty-free prices and have their purchases delivered directly to home or office. Or brought to their seat on the next Singapore Airlines' (SIA) flight.

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.

"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,” said Mr Yeoh Phee Teik, Senior Vice President Customer Experience, SIA.