Chinese payment platform Alipay will launch facial recognition payment services at 300 bakeries in Beijing, showing traditional retailers’ resolve in adopting new technologies.

Popular bakery brand Wedome on Thursday said that all its customers would be able to pay their bills by scanning their faces when shopping at its Beijing stores. The so-called “Smile-to-Pay” solution, provided by Alipay, has so far been deployed at a number of branches in the city and will later be accessible in over 300 shops in the nation’s capital.

Users are required to authenticate their identity via SMS when using the service for the first time. The recognition process takes up to 10 seconds, Alipay operator Ant Financial said in a statement.

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