Onboard retail is moving towards fully connected, real-time commerce. As connectivity improves, airlines have a greater range of options as to how they structure their payment ecosystems. Dynamic pricing, long used in ticket bookings, looks set to become part of the onboard retail landscape.
Connectivity and artificial intelligence (AI)-enabled processing is helping to reduce the volume of fraudulent transactions. “The shift toward tokenised payments through airline apps is also important; passengers can pre-register payment methods, reducing friction at the point of sale,” says Fernando Guinea, President of Immfly.
Getting sophisticated
Guinea argues that the most notable advancements relate to software: “Airlines are equipping cabin staff with sophisticated apps that connect to passenger manifests and payment systems, offering passengers advanced digital experiences that integrate IFE, retail and other revenue-driven capabilities.”
That’s a point of view echoed by Peter Coelho, CEO of Omnevo: “Onboard payments are rapidly shifting to tap-to-pay on standard iOS and Android devices, turning crew smartphones or tablets into fully-functional PoS systems with embedded payment capability, eliminating the need for separate payment terminals. From the passenger perspective, it’s increasingly cashless and digital, with wallet and loyalty integrations, automated email or SMS receipts, and seamless transactions directly on their own devices.”
Coelho predicts a shift towards fully online payments, enabled by ongoing improvements to onboard connectivity: “Historically, offline processing created friction and unavoidable decline rates, even with strong configuration and monitoring. With reliable onboard connectivity and instant online authorisation, airlines can significantly reduce declines and fraud, protecting revenue and aligning inflight payments with the same real-time verification standards used on the ground.”
Fast and free
Barry Klipp, CEO of InterLnkd, which developed AirMall, notes that the rollout of fast and free connectivity is key to open internet access which negates the requirement to manually allowlist domains. With that, payments can run through standard gateways – the same way they do on the ground. That includes payment methods requiring checks such as One-Time Passcodes.
“Once instant online payments become a norm in inflight retail, we should see airlines getting far more ambitious with their onboard ancillaries. The Wi-Fi portal will be able to support shopping solutions that feel just like everyday e-commerce…This means smoother, real-time checkout across a much wider set of retailers, as well as a scalable way for airlines to monetise their passengers’ retail behaviour onboard,” explains Klipp.
Personalised offers
Guinea suggests that the months ahead will see the adoption of AI personalised offers, loyalty-based retail suggestions and journey-aware promotions via personal electronic devices and seatback systems.
That view is shared by Kevin Birchmore, Chief Commercial Officer at Bluebox Aviation, who says that payments are becoming part of a broader digital passenger journey, integrated with loyalty programmes, ancillaries and future travel opportunities. “This creates a much richer commercial environment, where onboard retail is no longer an isolated activity but part of a continuous airline-passenger relationship.”
“This evolution is transforming onboard retail from a static catalogue into a dynamic digital commerce channel. Airlines can now adjust pricing, launch promotions, personalise offers, and respond to demand in real time,” he says.
The industry is shifting away from dependencies on aircraft-installed hardware that adds weight and requires certification. The evolution of device-agnostic solutions simplifies deployment and reduces operational overheads while increasing flexibility and scalability.
Engaging with partners
Further convergence of inflight entertainment, connectivity and retail is something that Birchmore anticipates: “The onboard portal will increasingly function as a unified digital storefront, where passengers can browse entertainment, purchase onboard products, access destination services and engage with airline partners – all within a single seamless experience. The broader shift we are witnessing is the transformation of onboard retail from a constrained operational function into a fully integrated digital commerce channel. Payments are no longer simply the final step in a transaction; they are a key enabler of a wider commercial ecosystem that connects passengers, airlines and partners throughout the journey.”
Out at sea
Meanwhile, onboard payments on cruise ships are evolving to reflect the vessel’s role as a self-contained destination rather than a single-transaction environment. Offering dining, entertainment and wellness, in addition to retail, the focus has shifted towards capturing total guest spend, explains Matthew Prosser, Senior Sales Director at Agilysys.
“The unification of PMS [payment management services], PoS [point of sale] and guest data now means that every transaction across the cruise contributes to a clearer picture of behaviour, preferences and revenue potential. Stored payment credentials, mobile wallets and wearable technologies are reducing friction, facilitating personalised upsells and encouraging spontaneous spend, further supporting higher onboard Revenue Per Available Guest (RevPAG),” says Prosser.
Wearable technologies allow guests to pay, access venues and identify themselves through a single device, adds Prosser: “By lowering barriers to purchase and integrating payments into everyday touchpoints, cruise operators gain clearer visibility into onboard spend and passenger behaviour across the ship.”
Looking ahead, he predicts that the most successful cruise operators will be those who view payments as an enabler of smarter decisions and a way into creating stronger guest relationships: “Payment systems that are flexible, secure and integrated help crews spend less time managing transactions and more time delivering memorable moments, which ultimately drives higher satisfaction, greater onboard spend and brand loyalty.”
Money on tap
More airlines will follow the trend set by US airlines in adding Tap to Pay, using Near Field Communication technology in 2026, suggests Micheál Egan, Head of Payment Operations at Retail inMotion. Yet the need for both online and offline payment capabilities will continue.
“One thing is for certain: innovation in onboard payments will be a top priority on every ancillary revenue director’s agenda in 2026,” he says.
According to Fernando Guinea, the biggest foreseeable development – though not one likely to be introduced over the coming months – is ground-to-air retail continuity allowing passengers to browse products on the ground, purchase inflight and take delivery at their destination: “That will be the next real game changer for airline retail.”
