| Developers: | Thunder Chain of stores Magnit |
| Last Release Date: | 2025/12/23 |
| Branches: | Trade |
Content |
Main article: Mobile applications
2025
Testing the possibility of age verification by biometrics
Magnit, in pilot mode, launched the ability to confirm age by biometrics in its own mobile application. Users of the application can use this service when ordering energy drinks online, the sale of which is not allowed online, but requires confirmation of the age of the buyer. This solution in the application "Magnit" allows you to increase the effectiveness of the implementation of the requirements of the legislation prohibiting the sale of non-alcoholic energy drinks to minors. Magnit announced this on December 23, 2025.
The pilot project was launched jointly with the Technology Center biometric , which is the operator of the Unified biometric System. This service is available to users of the system with standard and confirmed biometrics. Standard biometrics are registered in the application "Public services Biometrics" using the current passport of a new sample (NFC with a label), confirmed - in person in offices or bank through the on-site registration service.
When ordering using biometrics, the user of the Magnit application must give consent to processing data and confirm his identity by looking at the camera. phone When courier he arrives, the buyer needs to bring his phone to the courier's phone to confirm that the buyer is next to the courier and re-check biometric.
The service is available to users of the Magnit application on the iOS platform in Moscow; at the testing stage, delivery is carried out from a limited number of stores. In the future, it will be launched for the Android platform and for a wider geography.
Шаблон:Quote 'author=said Vyacheslav Kubaev, Chief Digital Officer of Magnit Group of Companies.
Launch of Magic AI assistant
Magnit has launched the Magic AI assistant for buyers. The company announced this on December 16, 2025. In the basic version, Magic helps you choose products: in response to a buyer's request, it will offer options for breakfast, lunch or dinner, select products according to specified criteria, etc. Gradually, the functionality of Magic will expand: for example, it will be possible to search for the largest discounts on your favorite products, tips inside the store and at self-service checkouts, selection of cosmetics and care products, taking into account skin characteristics.
Also, using the AI assistant, it will be possible to clarify the status of the order and solve the problem without contacting the support service.
As of December 2025, the assistant is available to a limited number of users, in the near future it will be open to all users of the Magnit mobile application.
AI assistant Magic is the own development of the Magnit technology team using open source technologies and third-party commercial LLM.
Launch of "Cass in the phone" functionality in 10 Magnit stores "at home" in Moscow
Magnit has launched an additional way to pay for goods in the store. The functionality of "Cash desk in the phone" allows you to make purchases as quickly as possible, paying for goods directly in the mobile application, bypassing the cash desk. The company announced this on November 17, 2025.
The service is available to members of the Magnit Plus loyalty program using the Magnit mobile application. To take advantage of the opportunity, you need to scan a special QR code at the entrance to the store.
The main quality of the service is the convenience and speed of payment for small purchases: goods can be immediately packed without shifting them from the basket. Also, you do not need to get out a bank card, since it is linked in the application. Payment takes place in one touch.
The functionality of "Cash in the phone" has been launched in 10 Magnit stores "at home" in Moscow. While using this service, you cannot purchase weight products, products with age restrictions and some other items. In the future, these restrictions will be lifted.
"Cash in the phone" is Magnit's own development, which the retailer was able to implement in a short time due to the existing developed technological Omni platform connecting offline and online tools.
Testing of the service will continue over the next months, then the company will decide to scale it to all stores.
Launch ready-to-eat food delivery from restaurants
Magnit has launched a service for delivering finished food from restaurants through its own multi-format application. The company announced this on April 16, 2025.
The first partner retailer was a chain of quick service restaurants. Burger King Testing of the Magnit Restaurants service began at the end of 2024, at this stage the service was available to a limited number of Magnit employees.
In April 2025, the Magnit Restaurants service was launched for all users of the Magnit application in 18 cities, including Moscow, Krasnodar, Nizhny Novgorod, Ufa and Omsk. In May, the geography of delivery from restaurants is planned to expand to 70 cities, as well as connect new partners to the service. In addition to dishes from restaurants, users can order ready-made food from the Magnit range, including dishes of the retail chain's own production and the M Kitchen line.
To place an order, the user will need to select a restaurant in the Magnita multi-format application in the Delivery section. The list of available restaurants will depend on the specific location. The order will be brought by the Magnit Delivery courier, it is also planned to implement the possibility of delivery by the courier service of partner restaurants and pickup options.
Connecting to the Magnit Restaurants service will allow partners - both large restaurant chains and small enterprises - to increase the number of customers and the number of orders. Magnit Delivery couriers will be able to increase revenues due to an increase in the number of orders completed.
2024
Integration with Magnit Pharmacy
Magnit has integrated the Magnit Pharmacy format into its mobile application, which combines delivery services from stores, a marketplace, a virtual loyalty card and useful content for customers (information about discounts and promotions, recipes, etc.). The company announced this on May 30, 2024. Read more here.
Integration with the Magnit Market marketplace
The Magnit Market marketplace has become available in the main Magnit mobile application. The integration of Magnit Market into the retailer's application will allow the marketplace to significantly increase its audience, and customers of the retail network will purchase everything they need in one application they already know. Magnit announced this on May 23, 2024. Read more here.
2023: Integration with the Magnit Delivery service
The company Magnet"" announced on July 4, 2023 about integration service "" in Magnet Delivery its main. mobile application This will improve the purchasing experience and significantly increase the number of users of the own delivery service. retailer More. here
2022: Subscription Testing
Magnit on June 21, 2022 announced the testing of the subscription service for buyers of the Magnit mobile application.
This option will allow company loyalty card holders to receive additional benefits from purchases, various discounts, accumulate more bonuses and spend them in all store formats. At the same time, you do not need to pay real money for this service: customers will be able to purchase subscriptions for accumulated bonuses.
Testing is carried out on a limited pool of buyers, which is 6-7% of the users of the mobile application. For June 2022, six mechanics are piloted in order to determine the most relevant and in demand. Thus, users for accumulated bonuses can purchase various subscriptions that are formed for certain categories of goods or store formats. For example, for subscriptions, increased bonuses are available for purchases in supermarkets, hypermarkets, points "at home" or "Magnet Cosmetics," discounts on seasonal products, as well as a new level of privileges that increases accruals.
Magnit will assess the purchasing response and business test results in terms of growth in turnover and MAU (Monthly Active Users) - the number of unique users in the application per month - and will decide on the timing of scaling and specific mechanics.
The launch of subscriptions is one of the important stages in the development and accumulation of services and content for members of the loyalty program in the mobile application. So, as of June 2022, in addition to accumulating bonuses for purchases and debiting them in all store formats (1 bonus=1 ruble), users have access to personal coupons to receive a significant discount when purchasing certain goods, individual industrial proposals. Also, clients can become participants in thematic clubs: "pro.mam and dads," "pro.healthy habits," "pro.pitomtsev," receive increased bonuses and have access to the recommendations of specialists.
The number of Magnit loyalty card holders has reached 61 million, the share of purchases using cards is 68% in sales, and the average check of an active card user is 1.8 times higher compared to a transaction without it.
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