Biometric payments are increasingly turning into a normal way to pay, and Sberbank’s latest data shows this trend clearly. Through facial recognition, customers are embracing a fast, convenient method that moves beyond a simple novelty to a reliable retail option.
Since the launch of the “Pay with a Smile” initiative in June 2023, usage has surged to exceed half a million transactions. The adoption pace underscores a shift in consumer behavior where a quick facial verification can replace traditional card swipes or mobile wallets for everyday purchases.
The biggest uptake occurs in major urban centers, with residents of Moscow, the Moscow region, and St. Petersburg leading the way. This pattern mirrors how large cities commonly pilot and then expand new payment technologies, as dense networks and high shopper footfall accelerate user familiarity and vendor readiness.
Biometric payments are particularly popular in supermarkets, where grocery shopping often involves many small transactions in a single visit. Yet the service is expanding its footprint to accommodate larger purchases, illustrating how biometric verification can scale from routine errands to more significant buys. A notable example cited in company communications was a jewelry purchase priced above 200 thousand rubles paid using the smile feature, demonstrating the method’s growing trust and versatility.
Sberbank’s leadership notes that this initiative put the bank at the forefront of biometrics-enabled payments in the country, permeating the everyday life of food retail and weaving networks across the nation. In recent months, the company points to a dramatic rise in smile payments, underscoring a shift toward a payment experience that is both fast and secure while remaining simple for customers to use.
Current projections highlight continued expansion of the smile payment service into new retail segments by year-end. Plans include extending the option to electronics stores, quick-service dining, and other convenient shopping settings, with the aim of letting more customers pay on their terms and, naturally, smile a little more often as they do so.
For customers looking to enable the service, the process is straightforward: activate facial recognition in the SberBank Online profile, select a payment card, and set a security code. The combination of biometric security and a user-friendly workflow helps reassure shoppers who value speed without compromising protection. In practice, this means a smoother checkout and less friction during busy shopping periods, whether at urban supermarkets or expanding retail formats that welcome biometric validation as a quick payment option.