Stationary food retailers face the pressures of evolving with technological advancements and heightened competition. Smart stores, driven by intelligent technologies, offer efficient and personalised shopping experiences. However, in Germany, the acceptance of smart stores is uncharted territory. To address this research gap, this study adapts the UTAUT2 model to develop the Theory of Acceptance and Use of Smart Stores (TAUSS), which is specifically tailored to the unique context. Data are collected from n = 412 respondents in Germany through an educational online survey. The structure and consistency of TAUSS are evaluated using confirmatory factor analysis. A total of 25 hypotheses are tested through multiple linear regression, moderation analyses, and mean comparisons. The findings reveal significant acceptance factors, including performance expectancy, social influence, hedonic motivation, technology anxiety, and age. Generation Z exhibits the highest level of acceptance, with gender influencing the impact of social influence, particularly among Generation Y women. Overall, the results advocate for the acceptance of smart stores, offering valuable insights for practical implementation. Sales strategies should prioritise aligning with customer expectations, fostering a positive brand image, enhancing the customer experience, and addressing technology-related uncertainties. This research not only enriches the understanding of customer acceptance but also contributes to the expansion of technology acceptance theory. The study’s insights provide practical and theoretical guidance for navigating the evolving retail landscape in the digital age.