Dixy has introduced technology to confirm the age of customers through the Max messenger in all stores

2025

Completion of age verification technology with Max

The Dixy retail chain (part of the Magnit group of companies) has completed the scaling of age verification technology through the national MAX messenger to all stores where cash registers allow you to support this solution. The technology of digital identification of customers on CSR allows you to simplify the process of buying goods with age restrictions and reduce the burden on store staff.

As of January 2026, this decision is valid in 2.7 thousand Dixy stores - that is, in almost all retail outlets. The technology was introduced not only at self-service cash desks (CSR), but also at ordinary cash desks: you can confirm age using the MAX messenger by more than 6.7 thousand. CSR and 6 thousand cash desks, where the purchase process is accompanied by a store employee.

The purchase of goods with age restrictions without presenting an identity document is available to users of the MAX messenger who linked the profile To Public services to and created a digital ID. To confirm the age when purchasing certain categories of goods, it is enough to scan the digital ID on the CSR in the form QR code that will be displayed on the screen smartphone in the MAX application. At regular checkouts QR code , a store employee scans.

Dixy began testing digital identification technology through the MAX messenger in November 2025 - first at self-service checkouts. At the first stage, this service operated in 14 chain stores in Moscow and St. Petersburg.

{{quote 'author=said Igor Tsvigun, chief information officer of Dixy retail chain. | In a short time, we completed the introduction of technology for verifying the age of customers using the MAX messenger in all stores where possible, not only at CSR, but also at regular cash registers. The digital ID for consumer age verification allows for even faster and more convenient purchases of certain categories of goods. In addition, this solution helps reduce the burden on employees who no longer need to accompany each purchase of certain items at self-service checkouts. In the future, we may use this technology to identify customers to offer them personal promos and discounts, }}

Start testing age verification technology with Max

The retail chain Dixy"" (part of the group of companies Magnet"") has begun testing age verification technology MAX messenger with the help of purchases of goods with age restrictions at self-service cash desks (CSR). This "" was Magnet announced on November 28, 2025.

At the first stage, the service was launched in 14 stores in Moscow and St. Petersburg, then it will be gradually scaled up to the entire network.

Purchase of goods with age limits without presenting an identity document is available to MAX users messenger who have linked a profile To Public services to and created a digital ID. To confirm the age when purchasing certain categories of goods, it is enough to scan the digital ID on the CSR in the form QR code that will be displayed on the screen smartphone in the MAX application.

The technology of digital identification of buyers on CSR will simplify the process of purchasing goods with age restrictions, and in the future - reduce the burden on personnel. In addition, in the future, this solution can be used to identify buyers to offer them personal promos and discounts.

{{quote 'author=said Igor Tsvigun, chief information officer of Dixy retail chain. |

The digital ID for consumer age verification is designed to provide even greater speed and convenience in the purchase process of certain categories of goods at self-service checkouts. After testing and scaling, this technology will also help reduce the burden on store employees who will not need to accompany customers to CSR. They will be able to devote their time to other tasks on the sales floor, which will also help improve the quality of service in stores,}}