airBaltic Launches AirMall Inflight Shopping Platform
Latvian carrier airBaltic is enhancing its onboard digital experience with the introduction of the AirMall inflight shopping platform from InterLnkd. The platform will be integrated into the airline’s Skynet onboard Wi-Fi portal, marking the first deployment of AirMall on an aircraft equipped with Starlink inflight connectivity.
AirMall transforms the airline’s Wi-Fi portal into a fully branded retail channel accessible via passengers’ personal devices. The system requires no additional onboard hardware or crew involvement, allowing airlines to expand retail capabilities without operational complexity. Through the platform, passengers can browse and shop from more than 20,000 brands during their flight, with purchases delivered after landing.
Designed as a provider-agnostic solution, AirMall integrates seamlessly into an airline’s existing captive portal. It uses an intelligent matching engine to tailor product recommendations based on passenger profiles, travel preferences, and destinations. This enables airlines to offer highly personalized selections across categories such as fashion, beauty, and travel essentials.
According to Natālija Kuzmina, the initiative represents a significant step in expanding onboard services. The platform not only enhances passenger engagement but also integrates with the airline’s loyalty program, allowing customers to earn airBaltic Club points on purchases. This approach strengthens the connection between inflight services and broader customer retention strategies.
From a commercial perspective, AirMall offers airlines a new ancillary revenue stream while helping offset the costs associated with providing inflight connectivity. Barry Klipp noted that deploying the platform on a Starlink-enabled fleet underscores the industry’s shift toward a more connected and digitally driven cabin environment. He emphasized that passengers can now enjoy a retail experience similar to what they expect on the ground, directly from their seats.
The rollout also builds on airBaltic’s broader connectivity strategy, which includes previous partnerships with providers such as Viasat. By combining high-speed internet access with integrated retail capabilities, the airline is positioning itself at the forefront of next-generation inflight experiences.
As airlines increasingly invest in connectivity, platforms like AirMall demonstrate how the onboard environment is evolving beyond entertainment and communication into a fully interactive digital ecosystem, where shopping, loyalty, and personalization converge to create new value for both passengers and carriers.
Related News: https://airguide.info/category/magazineonline/airlines/airline-in-flight-services/
Sources: AirGuide Business airguide.info, bing.com, aircraftinteriorsinternational.com