National carrier Kenya Airways (KQ) will move its in-flight duty-free shopping to a digital platform from November 1, 2026, allowing passengers to order products from an expanded catalogue up to 40 days before departure.
The initiative, which is a five-year partnership with Safari Duty Free, will allow travellers to browse, compare and pre-order products before boarding, with purchases delivered directly to their seats.
“With Safari Duty Free, we are creating a modern retail experience that begins before take-off and continues seamlessly onboard,” Julius Thairu, KQ’s chief commercial and customer officer, said.
The expanded catalogue will have international brands, Kenyan and African products, beauty, fragrances, electronics and travel accessories, at prices up to 15 per cent lower than those at airport duty-free shops.
“Consumer preferences are evolving, and we are seeing strong interest in beauty, skincare, lifestyle and travel-related products, particularly among younger travellers,” Safari Duty Free Managing Director Vivek Mehra said.
Pauline Kihara, KQ, Head of Inflight and Catering, said digitising the catalogue would give passengers more time to consider the available products.
“Passengers can browse products in advance, plan their purchases and enjoy a more seamless shopping experience. By digitising the duty-free catalogue, we are giving customers greater choice, convenience and flexibility while reducing the limitations of traditional onboard browsing,” she said.
The digital shift also targets the changing consumer preferences, especially among younger travellers who are accustomed to shopping through online platforms.
Ms Kihara said the airline was seeing stronger uptake of duty-free products among Economy Class passengers, although Business Class remained an area with growth potential.
“Duty-free spending varies by route and passenger segment, but we currently see stronger uptake in Economy Class, with Business Class presenting significant growth potential,” she said.
She added that insights from younger employees were helping the airline understand the changing preferences and develop product selections that appeal to a wider passenger demographic.
This is expected to influence the range of products that are available online and how passengers interact with the shopping platform.
Mr Mehra said the expanded catalogue would cover beauty, skincare, fragrances, fashion accessories, electronics and travel essentials, reflecting demand for products that go beyond traditional duty-free categories.
“Consumer preferences are evolving, and we are seeing strong interest in beauty, skincare, lifestyle and travel-related products, particularly among younger travellers,” he said.
“While traditional duty-free categories such as fragrances and confectionery remain popular, customers are increasingly looking for products that combine convenience, value and personal relevance.”
The expanded selection is intended to serve both established duty-free shoppers and passengers whose purchasing preferences are influenced by lifestyle and technology.
KQ is also using the retail partnership to increase the visibility of Kenyan and other African products, which gives local manufacturers and entrepreneurs an additional distribution channel through the airline’s international network.
The current offering includes Procera Gin, Wamama Wetu beaded crafts and products from East African Breweries Limited (EABL).
Ms Kihara said the airline wanted its onboard catalogue to reflect the continent’s culture and entrepreneurship and expose African businesses to a wider customer base.
“The platform allows us to celebrate African craftsmanship, culture and entrepreneurship while connecting these brands to a global audience.”
The move comes as airlines increasingly seek to extract more value from passengers beyond ticket sales through ancillary services, including baggage, seat selection, onboard meals and retail.
In the Aviation Leaders Report 2026, published by Airline Economics in partnership with KPMG, industry leaders point to the growing importance of ancillary revenue as airlines navigate the rising operating costs and capacity constraints.
The report notes that airlines have turned to additional revenue streams and premium offerings to strengthen their profitability.
Globally, the International Air Transport Association (IATA), in its June 2026 industry outlook, projects global airline ancillary revenues to rise by 12.6 per cent to $165 billion in 2026, which outpaces the projected 9.2 per cent growth in passenger ticket revenues to $839 billion.
