The present study set out to ascertain which consumer segments are most likely to adopt self-service options, and the factors influencing their decisions. A purposive sampling method was employed to gather data from 50 participants in the Klang Valley area, each sharing their experiences with self-service facilities in leading retail brands. Thematic analysis identified several consumer segments, including those prioritising convenience, technology-savvy younger users, cost-conscious shoppers, safety-focused customers preferring contactless options, digitally engaged consumers, and those valuing autonomy in their shopping experience. The main motivations for adopting self-service included time savings, comfort with technology, cost savings, health and safety concerns, alignment with retail trends, and a desire for independence. This study provides valuable insights into adopting self-service in retail, though further research is needed to examine how these motivations evolve and how retailers can adapt their offerings to meet changing consumer expectations.