Shoppers Grab Now, Text-To-Pay Later At First Dirty Lemon Store

Dirty Lemon, a health-focused drink startup, has opened a retail storefront with a trust-based twist: there is no cashier or checkout counter. Shoppers can enter Drug Store in New York City’s Tribeca neighborhood, grab what they like and send a text message when they want to pay.

The retailer typically sells its products online, and its home delivery service uses the same text message-based payment system. After shoppers inform Dirty Lemon that they’ve made a purchase, an associate responds with a link to enter their credit card information and the message “Let us know if you need anything else.”

“I do think a majority…