Future technologies in action: a popular market chain has implemented FacePay at checkouts and terminals

21 July 2025 21:15

The Aurora chain of stores, which unites more than 1,700 outlets across Ukraine, has become the first national retail chain to introduce payment for purchases using face recognition technology – FacePay from PrivatBank. The new feature is already available at both classic cash registers and self-service terminals, "Komersant Ukrainian" reports, citing Serhiy Makarenko, head of merchant acquiring at PrivatBank.

To use the service, a customer only needs to activate FacePay24 in the Privat24 app on his or her smartphone, select a card for payments, take three photos of his or her face, and then pay with a smile, confirming the transaction with a PIN. The POS terminal’s camera recognizes the customer and starts the transaction automatically.

According to Sergiy Makarenko, this collaboration between a financial institution and a popular market chain has become the largest biometric payment project in Ukrainian retail. The system has been tested in fast food outlets, cafes, and even the subway since 2021, but has only now achieved widespread adoption thanks to the partnership with Aurora.

“If you leave the house to buy something you need and forget your phone, this is no longer a problem, we have launched biometric technology together with our partners that allows you to buy everything you need at Aurora without a wallet or even a smartphone,” Makarenko explained.

“The pilot launch showed high interest from the audience: customers appreciated the speed and ease of payment, and most importantly, the absence of the need to have a card or smartphone with them.

How FacePay technology works

It is designed to meet the highest security standards. Biometric data is stored only in PrivatBank’s secure infrastructure, and transaction confirmation via PIN adds another layer of protection. The system works offline, which makes it impossible for data to leak to third-party servers.

FacePay technology (face recognition for payment) works like this:

1. Registration. To use FacePay, the user downloads a partner’s application (for example, Privat24), adds his payment card, and uploads a photo of his face or allows the application to read it through the camera. After that, you need to agree to the terms of use of biometric data. In this case, the data is stored in encrypted form and is not transferred to third parties.

2. Identification in the store. Cameras or FacePay terminals are installed at the point of sale (such as the Aurora chain). When the user approaches the checkout, the camera reads the face, and the system compares the image with the biometric database. If there is a match, the user is authorized.

3. Payment confirmation. After identification, the system automatically deducts funds from the linked bank card, and the user receives a notification of the transaction. No bank card or smartphone is required.

The technology uses deep neural network recognition with a high level of accuracy. Data is encrypted and processed in accordance with personal data protection regulations. FacePay does not store video, only template mathematical models of faces.

Technological transformation of retail

Aurora emphasizes that the introduction of biometrics is only a part of the company’s larger transition to a technology platform model. Over the next three years, the retailer plans to invest $30 million in digitalization, logistics automation, and the launch of subscription grocery services.

Face payment opens up new opportunities: from fast service to personalized offers in stores. In the future, FacePay will be integrated with CRM systems, which will allow for a better understanding of consumer habits and the generation of relevant recommendations right at the point of sale.

The biometrics market in Ukraine is showing an upward trend

Amid the war and the active development of digital services, the Ukrainian fintech market is rapidly integrating advanced solutions. According to analysts, biometric technologies have the potential for large-scale implementation not only in trade but also in the banking sector, transportation, and medicine.

What you need to know about the Aurora market chain

The company was founded in 2011 in Poltava by three entrepreneurs: Oleksandr Shevchenko, Dmytro Tkachenko and Andriy Zyuzin. Initially, Aurora operated according to the classic model of everyday goods with minimal prices and mainly in small towns. Over time, the company scaled the chain to cover the entire territory of Ukraine, maintaining the format of a non-food discounter with a wide range of household goods, stationery, accessories, cosmetics and small electronics.

As of 2025, the chain has more than 1,200 stores in all regions of Ukraine and more than 10,000 employees. The chain’s online store also continues to grow: in 2022, the company launched an e-commerce platform, and in 2023-2025, it expanded its logistics network and mobile application functionality.

“Aurora maintains its focus on accessibility for customers from small towns and villages. The format of the stores is adapted to a small area and fast turnover of goods. The main focus is on convenience: fixed-price goods, clear zoning, a simple mobile app interface, and fast delivery with the option of pickup.

The company actively works with local producers, develops its own brands and implements a loyalty program with personalized offers.

In 2021-2023, Aurora attracted investments from Horizon Capital, and its market valuation, according to unofficial data, reached $200 million. The company’s future strategy is to