Omnevo brings real-time connectivity to onboard retail
This is a special feature from the June/July 2025 Seating & IFEC issue of PAX Tech on page 24.
Omnevo is a launch partner for Viasat’s Connected Partner Platform
In April, Omnevo was announced as a launch partner for Viasat’s Connected Partner Platform, an advanced application hosting and an ecosystem of partners that enables airlines to integrate and manage onboard retail, entertainment and more into the airline’s inflight connectivity system.
Michael Raasch, CEO, Omnevo
“We always look for partners that can match our commitment to innovation, scale and performance,” Omnevo’s CEO, Michael Raasch, tells PAX Tech. When considering working with Viasat, he explains the connectivity provider stood out for three key reasons: global coverage across a growing fleet of connected aircraft, technical openness that allows seamless integration and a shared vision for connected passenger experiences.
“Their platform offers us and our airline customers a solid, future-ready infrastructure to deliver digital retail in a way that is fast, secure and reliable,” he adds.
A network of connection
For Raasch, being selected as a launch partner for the platform is an endorsement of Omnevo’s capabilities and innovation in inflight retail.
“It is more than a technical integration—it positions Omnevo at the forefront of what is next in onboard commerce. The Connected Partner Platform is designed to bring together best-in-class tech partners to offer airlines a modular, scalable way to improve the passenger experience,” he says.
Being a part of the platform not only opens doors for future collaboration with Viasat but also with a growing ecosystem of partners, Raasch notes. These partnerships will elevate inflight retail through personalization, dynamic pricing and interactive content.
Real-time results
Viasat and Omnevo are delivering an onboard retail experience with real-time connectivity, improving upon traditional models. According to Raasch, a key benefit of real-time connectivity in onboard retail is the opportunity to reduce payment decline rates to below 0.3 percent. This can improve conversion rates for the airline while boosting passenger satisfaction.
“It is a step-change in performance that simply is not possible with legacy, offline systems and it lays the groundwork for a more agile, data-led retail model going forward,” he explains, adding that traditional inflight retail models are static, offering limited payment options and inefficient fulfillment.
“Real-time connectivity flips that model on its head,” he says. “With Omnevo, Viasat and our other technology partners, passengers can browse a full digital shop, see live offers, make purchases at any point during the flight and even pay digitally without needing to call a flight attendant.”
Smart retailing in the air
Omnevo’s shopping experience relevant and intuitive onboard connected aircraft
For passengers traveling on a fully connected airline, Raasch says the shopping experience is far more relevant and intuitive than ever before.
“We can tailor offers based on flight route, seat class, loyalty status or even past purchase behavior,” he explains, “Whether that is surfacing meal upgrades, exclusive duty-free bundles or destination-specific experiences, the system learns and adapts.”
With the introduction of cloud-based updates, airlines can now adjust and refresh inflight shopping programs dynamically, sharing offers, updating pricing or pushing promotions mid-flight. Raasch says this level of real-time service means passengers receive the most up-to-date experience with airlines responding instantly to trends, stock levels or campaign performance.
In terms of inventory, Omnevo’s AI tools can accurately forecast what to load onboard, reducing waste, lowering weight and improving operational efficiency.
Airlines can place ads within the shopping platform and use a recommendation engine to surface relevant products or offers, similar to mainstream eCommerce platforms. Raasch says that what is unique about inflight shopping is that it is often more inspirational, browsing-led and less targeted.
“Passengers are relaxed, have time and are more open to exploring destination-related products or exclusive offers, resulting in higher basket volumes and greater potential for upsell,” Raasch explains. “Connectivity makes it possible to fully tap into that behavioral mindset and turn it into meaningful revenue.”
A digital storefront
As Omnevo looks to the future, Raasch reveals the supplier’s next big focus is scaling the connectivity-driven model across multiple IFE platforms and airline partners.
“While we have started with Thales and Emirates, we are already exploring integrations with other inflight entertainment systems and expanding our presence across both widebody and narrowbody fleets,” he explains. “We are also investing in AI and predictive analytics to make onboard retail not just smarter, but more sustainable—reducing overloading, lowering emissions, and helping airlines do more with less. Ultimately, our goal is to make every seat a digital storefront, whether on an IFE screen or the passenger’s device.”
