Portuguese 
English 
Spanish 
4 min of reading 
0 comments 
Atacadão and Assaí expand self-service technology in supermarkets, reducing queues, speeding up payments, and modernizing checkouts.
Brazilian supermarkets are undergoing a change that seemed distant a few years ago. The advancement of self-service technology in chains like Atacadão and Assaí is changing the way consumers complete their purchases, reducing queues and offering more autonomy during payment.
According to information from Estado de Minas on June 12, 2026, although traditional checkouts remain present, the self-checkout model has ceased to be an isolated test to become part of the strategy of the largest companies in the national wholesale sector. The expansion occurs amid the search for more operational efficiency and also due to the increasing difficulty of hiring professionals for the sector.
How self-service technology gained ground in Brazilian wholesale
The arrival of self-service technology in wholesale began gradually but quickly showed potential to become a competitive advantage.
-
Brazilian referee steals the show at the opening of the 2026 World Cup, sends off three players, speaks in English at the stadium, and even becomes a meme on social media.
-
Labubu dolls appear at the opening of the 2026 World Cup, steal the show in Mexico, and make many people wonder what serrated-tooth plush toys have to do with FIFA.
-
Family builds a house inside a giant greenhouse in Norway, grows fruits in winter, and creates an almost self-sufficient home with solar energy, biomass, and micro-hydroelectric power.
-
Why did so many players take the field with pink boots at the opening of the 2026 World Cup and how much does it cost to follow this trend?
Assaí was a pioneer in adopting the system within the segment. The first pilot project was launched in 2022 at the Anhanguera unit in São Paulo. To implement the innovation, the company invested in infrastructure, system updates, and team training.
The goal was simple: to create a faster alternative for customers making purchases of up to 20 items or 50 kilograms, avoiding queues at conventional checkouts.
According to information released by the network itself, the adoption was immediate. In each unit equipped with the system, more than 1,000 consumers began using the self-service terminals daily.
Atacadão and Assaí make self-service a national standard
The project’s growth was not limited to a few stores. With positive results, Atacadão and Assaí increased investments and accelerated the expansion of the technology.
Assaí reported that it completed the implementation of the model in all its units in December 2025. Before that, by June 2025, more than 1,000 pieces of equipment were already installed in its stores across the country.
Atacadão also followed the same path. Data released by the company shows that in April 2025, the network was already operating with self-service checkouts in 191 stores.
The technology used in some of these units is provided by the company Perto from Rio Grande do Sul, specialized in self-service solutions and also known for operating in the banking segment.
What changes for customers in supermarkets with self-checkout
In practice, the operation is simple and intuitive. The consumer registers the products, monitors the prices on the screen, and completes the payment without the need for an operator.
Among the available options are:
- Debit card;
- Credit card;
- Contactless payment;
- PIX.
Even with the autonomy offered by self-service technology, an employee remains near the terminals to assist with questions or potential issues.
For many customers, the main advantage is speed. Small purchases that previously required long waiting periods can be completed in just a few minutes.
Why supermarkets are increasingly investing in this technology
The advancement of self-service is not only linked to the modernization of stores. There is also an important operational issue behind this decision.
According to the Brazilian Association of Supermarkets (Abras), the sector ended 2025 with approximately 357,000 open positions without enough candidates to fill them.
The most affected roles include:
- Cashier operator;
- Stock clerk;
- Butcher.
These professionals are essential for the daily operation of supermarkets, but companies face increasing difficulties in hiring new workers.
In this scenario, self-service technology emerges as a tool capable of alleviating some of this pressure, especially during peak hours.
Benefits of self-service checkouts for consumers and companies
The gains appear on both sides of the counter.
For consumers, the main advantage is the reduction of queues. During peak periods, traditional checkouts can record waiting times between 15 and 20 minutes. In self-service, smaller purchases are usually completed much more quickly.
Among the most cited benefits are:
- More autonomy for the customer;
- Shorter waiting time;
- Simplified payment process;
- Greater agility in shopping.
For retail chains, the model also brings operational efficiency. A single employee can supervise several terminals simultaneously, increasing service capacity without the need to open new operation posts.
The networks’ view on the future of traditional checkouts
Despite the accelerated expansion, companies do not speak of completely eliminating conventional checkouts.
The director of technology and innovation at Assaí, Rodrigo Callisperis, has already highlighted in sector interviews that self-service should act as a complement to the traditional operation, not as a full replacement.
The company’s assessment is similar to that of other food retail chains. Many consumers still prefer human contact, especially in larger purchases or when they need some support during the process.
Therefore, the current trend observed is the coexistence of the two models.
Self-service technology is set to redefine the shopping experience in the coming years
The growth of the system shows that consumer habits are changing rapidly. Today, speed, convenience, and autonomy have an increasingly significant weight in purchasing decisions.
At the same time, supermarkets are seeking alternatives to maintain service quality while facing challenges related to labor hiring and rising operational costs. In this context, self-service technology has moved from being an experimental innovation to becoming part of the routine for Brazilians.
The advancement led by Atacadão and Assaí demonstrates that the future of food retail is likely to be marked by the integration of digital innovation and human service. Traditional checkouts remain relevant but now share space with solutions that promise to make shopping faster, more efficient, and better adapted to the new expectations of consumers.
Be the first to react!