In 2019, some 4.5Billion passengers took 39M flights (IATA,2022) worldwide. That is an average of 106.000 commercial flights every day. After a big downward disturbance in 2020 due to Covid, the number is now recovering ever since. Globally 80% of people have taken an airplane once.
In addition, the total worldwide ocean cruise capacity is around 320, carrying 600.000 passengers. (Cruisemarketwatch, 2022)
That means the duty-free industry is a very attractive marketplace but copes with a lot of inefficiencies due to the nature and requirements of that sales environment! For example, around 30 airlines worldwide have decided to stop their inflight sales program as their impression is that this business model is not viable.