USA 
United Kingdom
Even store workers may soon become remote, after Japanese convenience store giant Lawson hired a worker in Sweden to operate virtual avatars in its stores, with plans to bring it to the US.
The initiative aims to address labor shortages while also solving operational difficulties for the chain, which has long been challenged by the demands of 24-hour operations.
The chain will employ its first international remote store worker this month – a Japanese resident based in Sweden. Leveraging the eight-hour time difference, the worker will guide customers in Japan through self-checkout processes during off-peak hours, aiming to ensure a seamless service.
Lawson’s President, Sadanobu Takemasu, has outlined plans to expand the initiative to include remote workers in other countries such as Brazil and the US. The system capitalizes on time zone differences, allowing remote in-store working to cover shifts that are harder to fill locally.
Real-time interaction
By operating avatars equipped with cameras and other company-provided devices, workers can interact with shoppers in real-time, replicating the functions of on-site employees. The avatars, which were first introduced in 2022 in collaboration with Tokyo-based tech firm Avita, are already active in 28 stores across regions including Tokyo, Osaka, and Fukuoka.
Takemasu highlighted the benefits of the system, noting that self-checkout stations supported by avatar operators have the potential to reduce in-store staff workloads by more than 1.5 hours per store daily. It may also allow some stores to operate without any in-person staff during certain late-night shifts, a significant shift for a business where 24/7 opening is the norm.
The move comes amid growing labor shortages in Japan’s retail sector. A recent survey by Nikkei found that over 62% of convenience store operators struggled to hire sufficient part-time staff in the last fiscal year. Remote store workers offer a cost-effective solution to the challenge, enabling Lawson to maintain customer service levels without overburdening local staff or franchise owners.
International expansion plans
Approximately 70 employees have been trained to operate Lawson’s avatar system, which has expanded from 17 initial stores to its current 28 locations.
Lawson’s approach demonstrates how remote in-store working could become a cornerstone of convenience store operations, particularly in markets facing labor constraints. With plans for international expansion already underway, the technology may well be adopted by retailers worldwide seeking new ways to balance operational needs with workforce challenges.
