krisSingapore Airlines has selected Australia as the very first international market for KrisShop, its online retail platform, marking the brand’s first-ever expansion outside of Singapore. Announced recently, the move is part of a broader strategy by the airline to deepen its relationship with members of its KrisFlyer loyalty program beyond the act of traveling itself.
A marketplace designed for Australian consumers
KrisShop Australia now provides access to a dedicated online marketplace, offering a selection of premium gifts, beauty products, fashion, as well as home and lifestyle items. The catalog features brands such as Antler, Bose, Smeg, Dyson, SharkNinja, Pandora Australia, and Samsung, and the platform also partners with local retailers, including Harvey Norman.
In practical terms, this local launch means domestic delivery and lower shipping costs compared to purchases shipped from overseas—a factor that had previously been a drawback for the brand’s Australian customers.
Miles and Status: What this launch means for KrisFlyer members
As part of the loyalty program, KrisFlyer members can pay for their purchases with cash, miles, or a combination of both, and earn up to 4 KrisFlyer miles per Australian dollar spent—with no requirement to fly with Singapore Airlines or Scoot to qualify.
Important to note: Eligible spending on KrisShop can also contribute to non-flight status credits, counting toward qualifying for or renewing KrisFlyer Elite status as well as PPS Club membership. In other words, shopping on the platform isn’t just about earning redeemable miles: these purchases can also help members reach the thresholds typically reserved for flight-related spending to achieve or maintain a higher status within the program.
This mechanism builds on a program Singapore Airlines has maintained since September 2025, which already allows KrisFlyer and PPS Club members to earn up to 20% of their annual status qualification or renewal credits through their non-flight spending accumulated via Kris+, KrisShop, and Pelago. The Australian launch thus solidifies this approach in a market the airline considers strategic.
An expansion led by Mirakl
For its launch in Australia, KrisShop is leveraging technology from Mirakl, a platform specializing in online marketplaces. Rachel Tan, CEO of KrisShop, emphasized the importance of the Australian market for the brand, placing local customers “at the heart of this launch.” She described the initiative as a way to simplify and enhance the shopping experience for KrisFlyer members through local delivery, trusted partners, and more options to earn and redeem miles.
For her part, Mirakl’s Managing Director for Asia-Pacific and Japan, Tzipi Avioz, sees this as a new chapter for Singapore Airlines’ loyalty ecosystem in the region: Mirakl’s technology will enable KrisShop to expand its curated offerings, localize the customer experience, and increase opportunities for KrisFlyer members to earn and redeem rewards on a daily basis.
To celebrate its launch, KrisShop Australia will be offering introductory promotions throughout August, featuring discounts on select products as well as bonus KrisFlyer miles.