Self-service technologies are rapidly increasing in the retailing industries as retailers aim to streamline transactions and enhance efficiency for both consumers and themselves. Despite various studies on SSTs, exploring their usability, impact, and influence on consumers' value co-creation was still lacking. Through this study, the influence of SSTs on consumers' value co-creation has been investigated by a qualitative approach, consisting of interviews and observational studies. The gathered data has helped this study to gain insights into the subjective dimensions of consumers' experiences, behaviors, and interactions with SSTs in a supermarket in East London.  Thematic analysis of the data reveals four key dimensions of value co-creation through SSTs: Value-Driven Efficiency, Autonomous Value Co-Creation, Value-Enriched Shopping Experience, and Value-Driven Refinement. Applying Service-Dominant (S-D) logic, the study finds that SSTs significantly enhance shopping experiences by providing convenience, efficiency, and autonomy, especially for small purchases. Consumers engage actively with SSTs, making informed decisions and navigating independently, with assistance available as needed. Common challenges include scanning items without barcodes, purchasing age-restricted items, and SSTs malfunctioning. Despite these issues, the overall impact of SSTs remains positive.