Breaking: Baltic Retail network Rolls Out Smart-ID based Age Verification at Checkout
In a breakthrough move for privacy and speed at the point of sale, a Baltic supermarket network has begun testing Smart-ID based age verification at checkout. The aim is to cut queue times during peak hours while safeguarding customer privacy through a digital identity solution.
Industry sources say the change addresses persistent bottlenecks when verifying age for restricted products. By integrating Smart-ID at the register, cashiers can offer customers a faster path to payment without handling sensitive documents.
“Cashier lines used to slow down at peak times due to age checks. With Smart-ID, those delays have largely disappeared, shortening queues and making the checkout flow smoother without extra staff intervention,” said Anatolijus Petrovas, IT partner for the retailer’s Baltic operations.
The rollout also tightens cross‑channel access. In addition to at‑till verification,Smart‑ID is expanding quicker login access to the Mano Rimi app and the retailer’s online store,enabling a consistent,privacy‑conscious digital experience across all channels.
Importantly, executives emphasize that Smart‑ID is not mandatory. Critics and customers alike can still seek human assistance at the checkout, while Smart‑ID serves as an optional, speed‑oriented alternative for those who prefer it.
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The new system also addresses privacy by design. At no point are personal documents displayed or stored at the cash register. Rather, only age‑verification data is used, with personal details kept out of sight. The service is provided by Smart‑ID, while store networks rely on this verification to proceed with transactions.
“We chose Smart‑ID because it is a widely used, trusted, and, most importantly, private tool. It lets customers verify their age quickly without publicly exposing documents, photos, or personal codes,” explained Anatolijus Petrovas. The approach reflects a broader shift towards privacy‑preserving digital identities that can be used across banking and other essential services.
From the retailer’s perspective, the system delivers a two‑way benefit: customers save time, and frontline staff are freed from routine manual tasks, allowing them to focus on in‑store assistance and consultations.
Customer data at the cash register is anonymized. Only age details required to complete the transaction is conveyed, with the service and data handling managed by Smart‑ID.The retail network relies on this verification as the authority for proceeding with the sale.
How the system works
According to Rimantas Mažulis, head of strongpoint for the baltic region, the process is designed so shoppers do not need to install extra apps. An active Smart‑ID account on the customer’s phone is sufficient. When a shopper selects an age‑restricted item, the cashier prompts a choice between waiting for a consultant or verifying age independently. Choosing Smart‑ID generates a QR code. Scanning it with a smartphone and entering a PIN1 instantly confirms the shopper’s age and allows the purchase to continue.
| Element | Details |
|---|---|
| Initiative | Smart‑ID based age verification at tills; anonymized age data |
| Technology | QR code generation; smartphone scan; PIN1 entry; instant age confirmation |
| Privacy | No personal data stored at the POS; only age information used |
| Parties | Retailer IT team,StrongPoint for Baltic operations |
| Cross‑channel impact | Faster access to Mano Rimi app and online store |
evergreen insights: why this matters beyond one store
Smart‑ID based age verification signals a broader trend toward privacy‑preserving digital identities in everyday commerce. By decoupling age validation from public documents, retailers can speed transactions while reducing exposure of sensitive data. This approach supports multi‑channel consistency, letting customers move between in‑store and digital experiences without repeating identity checks. For shoppers, the system offers a faster, privacy‑minded option; for merchants, it promises smoother queues and more staff bandwidth for complex service tasks.
As retailers explore similar models, questions about implementation, user consent, and cross‑border compatibility will shape adoption. Privacy advocates point to the importance of robust data minimization and openness, while business leaders highlight potential gains in customer satisfaction and sales velocity.
For readers seeking more context on privacy‑preserving digital identity tools, industry analyses and official privacy documentation are useful references. Learn more about Smart‑ID and privacy protections, and explore how digital identity frameworks are evolving at the regional and European levels.
what do you think about at‑checkout identity checks? Do you favor privacy‑first methods like Smart‑ID, or do you prefer conventional verification? Would you like to see this approach extended to other age‑restricted services?
Share your views in the comments below and join the discussion about how digital identity is reshaping everyday purchases.
Disclaimer: This article discusses evolving retail technologies and privacy practices. Individual experiences may vary, and local regulations apply.
