Lidl is expanding its smartphone-powered self-checkout system, Lidl & Go, to 37 more stores across Britain throughout July, after a successful initial pilot that began in late 2024. The feature, integrated into the Lidl Plus app, allows customers to scan groceries with their own phones as they shop, track spending in real time, and pay at the end without unloading items for a second scan.
Customer feedback and expansion
According to Lidl, feedback from the first seven trial stores showed the system was particularly popular with parents and budget-conscious shoppers. Louise Weise, chief customer officer at Lidl GB, said: 'The early response… has been really encouraging. Customers are telling us they value the control and visibility it gives them over their spend, and the flexibility to shop at their own pace. This next wave of stores brings the feature to many more customers, and we'll continue to take on board feedback to evolve the offering as we go.'
The 37 stores introducing Lidl & Go this July include locations in Scotland, the South East, and the wider South of England, such as Windmill Street in Motherwell, Seafield Road in Edinburgh, East Grinstead, Sevenoaks, Gosport, Portsmouth, Brighton, and Salisbury, among others.
Mixed reactions from shoppers
While Lidl emphasizes that staffed tills and traditional payment methods will remain available, the move has sparked controversy. On Reddit, one customer wrote: 'The app barely works as it is for me – wonder how it will handle this.' An alleged Lidl employee claimed 'it's going to suck,' and another added: 'I think it's going to put some people off shopping in our store.' A shopper whose local store was part of the pilot said: 'They're absolutely awful. Queues are worse.' Others raised concerns about poor mobile reception, buying age-restricted items, and security.
However, some shoppers are enthusiastic. One called the feature 'fantastic' for smaller shops, saying it 'saves a lot of time' once users adapt. Another commented: 'I think it's great. So much easier just to scan stuff and put it straight in your bags.'
Industry trend and backlash
Lidl is not alone in investing in automated shopping. Major UK supermarkets have heavily invested in self-service checkouts, app-based scanning, and digital payment systems, often facing backlash. Long queues due to a lack of till staff led to a customer walkout at a Cornwall Asda store last year, and Tesco's introduction of automatic security scales for Scan as you Shop users was labeled 'dystopian' online. Upmarket retailers like Waitrose and Sainsbury's have faced criticism for AI trolleys and facial recognition at checkouts, while M&S was accused of turning shopping into a 'sterile chore' with self-scanners.
Amid this anti-automation sentiment, Anda Jansen started a petition for supermarkets to restore manned, cash-accepting tills, gathering over 72,000 signatures. She said: 'Companies call it “modernising,” but really, they're narrowing choice and quietly excluding anyone who doesn't fit into their digital-first model.'
Lidl's digital push
The Lidl & Go expansion is part of a broader digital strategy that includes Lidl Pay, personalized app coupons, Click, Reserve & Collect, and the recently launched Lidl Points rewards scheme. Lidl stresses that the new system is an addition designed to 'elevate the entire shopping journey,' not replace traditional tills.
