The invention relates to a product identification system when the goods are purchased by a buyer in a self-service store. The product identification system in the self-service store includes a scanning device, a goods collecting device with an individual identification number, a camera, at least one self-service payment terminal and a server. The scanning device reads the identification number, scans the barcodes of goods, creates a list of goods and a resulting barcode. The camera is installed on the goods collecting device and reads images of the goods and tracks its movement. The terminal sends information to the server, wherein the server receives and analyzes information from the camera and terminal. In case when the information from the camera and from the resulting barcode coincide, the buyer pays for the purchase, and receives a check.