Kenya Airways (KQ) is overhauling its retail strategy by moving its in-flight duty-free shopping to a digital platform, starting November 1, 2026. The airline has partnered with Safari Duty Free to offer passengers an expanded catalogue of products, including international brands, Kenyan and African products, beauty, fragrances, electronics, and travel accessories. This move aims to provide a modern retail experience, allowing passengers to browse, compare, and pre-order products up to 40 days before departure.
The digital platform will enable passengers to plan their purchases and enjoy a more seamless shopping experience. According to Julius Thairu, KQ's chief commercial and customer officer, the partnership with Safari Duty Free will create a modern retail experience that begins before take-off and continues onboard. The platform will also offer prices up to 15 per cent lower than those at airport duty-free shops, making it an attractive option for passengers.
The expanded catalogue will cater to changing consumer preferences, particularly among younger travellers. Vivek Mehra, Managing Director of Safari Duty Free, noted that consumer preferences are evolving, with strong interest in beauty, skincare, lifestyle, and travel-related products. The digital shift targets these changing preferences, providing passengers with greater choice, convenience, and flexibility.
Pauline Kihara, KQ's Head of Inflight and Catering, highlighted that digitising the catalogue will give passengers more time to consider available products. The airline is seeing stronger uptake of duty-free products among Economy Class passengers, although Business Class remains an area with growth potential. Insights from younger employees are helping the airline understand changing preferences and develop product selections that appeal to a wider passenger demographic.
The partnership also aims to increase the visibility of Kenyan and other African products. The current offering includes Procera Gin, Wamama Wetu beaded crafts, and products from East African Breweries Limited (EABL). KQ wants its onboard catalogue to reflect the continent's culture and entrepreneurship, exposing African businesses to a wider customer base.
The move is part of a larger trend in the aviation industry, where airlines are seeking to extract more value from passengers beyond ticket sales through ancillary services. According to the Aviation Leaders Report 2026, industry leaders point to the growing importance of ancillary revenue as airlines navigate rising operating costs and capacity constraints. Globally, the International Air Transport Association (IATA) projects global airline ancillary revenues to rise by 12.6 per cent to $165 billion in 2026.
The digital platform is expected to influence the range of products available online and how passengers interact with the shopping platform. The partnership with Safari Duty Free is a five-year agreement, which will allow KQ to offer a wide range of products to its passengers. With this move, Kenya Airways aims to provide a unique shopping experience that showcases African products and meets the evolving needs of its passengers.
Key points
- Kenya Airways partners with Safari Duty Free to offer online duty-free shopping from November 1, 2026.
- The digital platform will offer an expanded catalogue of products, including international brands, Kenyan and African products.
- The move aims to provide a modern retail experience, allowing passengers to browse, compare, and pre-order products up to 40 days before departure.
