Beyond the headline growth numbers, the inflight shopping market is evolving — shaped by several notable trends that are likely to define its future. MRFR’s recent analysis identifies key shifts that airlines, retailers, and passengers should watch.
One strong trend is the diversification of product offerings. No longer limited to traditional duty-free staples, inflight shopping now spans travel essentials, accessories, beauty & care items, children’s products, electronics, gifts, souvenirs — catering to a wide array of passenger needs and preferences. This expansion not only broadens the target demographic (economy to first-class passengers) but also increases average order values, as customers combine multiple categories in a single inflight purchase.
Another evolving pattern is the rising importance of digital and online-enabled retail onboard. With better in-flight connectivity, airlines are increasingly offering e-commerce style shopping — digital catalogs, pre-ordering, online payment, seamless delivery upon arrival (or onboard retail fulfillment). This trend leverages passengers’ comfort with online shopping and aligns with growing demand for convenience. The shift helps airlines overcome inventory-management challenges and reduces reliance on onboard physical stock or traditional catalogs.
Furthermore, strategic partnerships between airlines and major retail or luxury brands are reshaping the inflight shopping landscape. By collaborating with well-known brands, airlines can offer exclusive or limited-edition products not easily accessible elsewhere — creating differentiation, exclusivity, and enhancing perceived value. Such partnerships often involve joint marketing campaigns and curated product lines designed for travelers, which can significantly boost inflight retail uptake.
Another key trend is segmentation by passenger class and carrier type. The report shows that the first-class aircraft-class segment led revenue in 2022, likely due to higher discretionary spending power and more generous in-flight retail offerings for premium flyers. Meanwhile, full-service carriers — which usually provide more comprehensive onboard services — dominate the inflight shopping market compared to low-cost carriers. This segmentation indicates that premiumization and travel class differentiation remains important for inflight shopping revenues.
Additionally, regional dynamics are shifting. While currently mature markets such as North America hold a leading share — thanks to high air-passenger traffic and advanced airline infrastructure — regions such as Asia-Pacific are expected to drive growth moving forward. Rising middle-class populations, increasing disposable incomes, growing tourism and business travel in Asia, and expansion of aviation infrastructure all contribute to significant upside potential in these emerging geographies.
Finally, inflight shopping is increasingly being viewed not just as a convenience but as part of the broader passenger experience. Airlines are focusing on offering curated, personalized retail experiences — leveraging passenger data (when available), travel patterns, and on-board preferences to offer targeted products, promotions or limited-edition items. This shift toward personalization may increase customer engagement, loyalty, and average spend per passenger.
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