BOPIS: How Buy Online, Pick Up In Store/ Click and Collect Works

Table of Contents

Buy Online, Pick Up in Store (BOPIS) Market Overview

How Does (BOPIS)/ Click and Collect Work?

Examples of BOPIS

How BOPIS Can Help Elevate Online Businesses

Understanding BOPIS Challenges

How to a Start BOPIS Business

FAQs About BOPIS

BOPIS Market Overview 2026

Buy Online, Pick Up in Store (BOPIS), the term commonly used in the US and Canada, refers to a retail fulfillment model in which consumers place orders online and retrieve them at a physical store location. Internationally, this model is often described as Click and Collect – a broader term used in the UK, Australia, and parts of Europe to encompass various forms of online purchase and physical collection, including in-store pickup, lockers, and third-party pickup points.

Market Size and Growth

• The global “buy online pickup in-store” (BOPIS) industry is projected to reach $18.26 billion by 2026, and then growing at a CAGR of 8.15 percent to reach $36.95 billion in 2034, according to Business Research Insights
• Click and collect retail sales in the United States were forecast at $120.13 in 2025 and expected to reach $131.66 billion in 2026
• As of 2024, BOPIS accounted for approximately 9.64 percent of ecommerce revenue worldwide and 9.93 percent of US ecommerce sales, according to CapitolOne Shopping

Consumer Adoption Trends

• 70% of U.S. shoppers have used BOPIS services at least once, indicating familiarity with and acceptance of the model
• Mobile commerce expected to account for 53.2% of total online retail revenue, reinforcing the importance of mobile-integrated BOPIS experiences
• Over one-third of consumers use curbside pickup options, a variant of BOPIS that offers added conveninece and minimal contact.

Industry Implementation

• Major retailers are seeing improved conversion rates after implementing BOPIS services
• Despite economic challenges like inflation, BOPIS continues to show strong growth in consumer adoption
• Retailers are expanding their omnichannel capabilities to include more product categories to accommodate BOPIS fulfillment models

Outlook

• Click and collect services are expected to remain integral to omnichannel retail strategies through 2026, based on sustained growth trends observed through 2025. While specific projections beyond 2025 are limited, industry analysts anticipate continued expansion driven by consumer demand and operational efficiency.
• Retailers continue to invest heavily in technology infrastructure to support growing BOPIS operations, including mobile integration, real-time inventory systems, and automated fulfillment. These investments are consistent with broader digital transformation priorities across the retail sector.

Key Market Drivers

1. Consumer demand for convenience and time savings, especially in urban and suburban markets
2. Reduced shipping costs for both retailers and customers
3. Improved inventory management enabled by real-time data integration
4. Enhanced customer satisfaction through flexible pickup options, including curbside and in-store collection
5. Integration with mobile commerce platforms and app-based ordering, supporting personalized and location-aware experiences

How Does (BOPIS)/Click and Collect Work?

BOPIS is a straightforward yet highly impactful retail model that combines the ease of online shopping with the immediacy of in-store pickup. Here’s a closer look at how it works:

The Digital Start: Where Shopping Begins

Customers begin their journey by browsing products on a retailer’s website or mobile app. The online platform serves as a virtual storefront, offering a wide selection of items, detailed descriptions, and real-time inventory updates.

This digital-first approach empowers shoppers to make informed decisions, compare prices, and check product availability—all from the comfort of home.

Choosing Pickup Over Delivery

During checkout, customers are presented with multiple fulfillment options. By selecting the “Pick Up In-Store” or “Click and Collect” allows them  to bypass shipping and collect their order directly from a physical location.

This choice is often driven by the desire to save on delivery fees, avoid delays, or simply gain access to the product faster.

Finding the Perfect Pickup Spot

One of the key advantages of BOPIS is flexibility. Customers can select a pickup location that’s most convenient for them, whether it’s a store near their home, workplace, or along their daily commute.

Retailers often provide a list of nearby stores with available inventory, ensuring customers can plan their pickup without hassle.

The Preparation Phase: Retailers in Action

Once an  order is placed, the retailer’s team springs into action. Store employees or warehouse staff retrieve the items, verify their accuracy, and prepare them for pickup.

This process is often supported by technology, such as inventory management systems and order tracking software, to ensure efficiency and minimize errors.

Notifications Keep Customers in the Loop

Communication is a critical component of the BOPIS experience. Customers receive real-time updates—via email, text message, or app notification—informing them when their order is ready for pickup.

These notifications typically include instructions on where to go, what to bring (e.g., order confirmation or ID), and any special procedures for contactless pickup.

The Final Step: Picking Up the Order

Customers arrive at the designated location to collect their order. Depending on the retailer’s setup, they may retrieve their items from a customer service desk, a dedicated pickup counter, or even a locker system.

For added convenience, many retailers also offer curbside pickup, allowing customers to remain in their vehicles while staff deliver the order directly to them.

Why BOPIS is a Game-Changer

The BOPIS model has revolutionized the retail experience by addressing common pain points and offering a host of benefits for both consumers and businesses. Its flexibility, speed, and cost-efficiency have made it a cornerstone of modern omnichannel strategies.

Examples of BOPIS in Action

BOPIS has been adopted across industries, from grocery chains to electronics retailers, proving its versatility and effectiveness. Here are some standout examples of retailers leveraging this model to enhance the shopping experience:

Target: A Seamless Blend of Digital and Physical

A leader in omnichannel retail, Target has been integrating its online and in-store operations. Customers can browse products online, check availability at nearby stores, and pick up their orders within hours.

The retailer’s mobile app plays a key role, offering features like drive-up pickup, where employees deliver orders directly to customers’ vehicles. This approach not only saves time but also enhances convenience, making Target a leader in the BOPIS space.

Walmart: Revolutionizing Grocery Shopping

Walmart’s grocery-focused BOPIS service offers scheduled pickup time, allowing customers to avoid crowded stores. This service has been especially popular among busy families and professionals.

Best Buy: Simplifying Electronics Purchases

Best Buy has successfully implemented BOPIS for electronics and appliances, offering a streamlined shopping experience. Customers can reserve items online and pick them up in-store, often within an hour.

This quick turnaround time has helped Best Buy compete with online giants like Amazon, giving customers the option to get their hands on tech products without waiting for delivery.

Home Depot: Empowering DIY Shoppers

Home Depot’s BOPIS service is a favorite among DIY enthusiasts and contractors. Customers can order tools, materials, and appliances online, then pick them up at their nearest store.

The retailer has also introduced lockers for contactless pickup, providing an added layer of convenience and safety. This innovation has made Home Depot a go-to destination for home improvement projects.

Kroger: Enhancing the Grocery Experience

Kroger’s click-and-collect service, branded as "Kroger Pickup," allows customers to shop for groceries online and collect them at a nearby store.

The service includes personalized recommendations and substitutions, ensuring a smooth and tailored shopping experience. Kroger’s focus on customer satisfaction has made its BOPIS offering a standout in the grocery industry.

Apple: Streamlining Tech Purchases

Apple’s BOPIS model is a prime example of efficiency and customer-centric design. Shoppers can reserve devices or accessories online and pick them up at their nearest Apple Store, often the same day.

The brand’s emphasis on speed, accuracy, and premium service has made its BOPIS experience one of the best in the tech industry.

Zara: Fashion Meets Convenience

Fast fashion giant Zara has embraced BOPIS to cater to style-conscious customers. Shoppers can browse the latest collections online, place their orders, and pick them up in-store.

Zara’s ability to provide real-time inventory updates and quick order fulfillment has made it a favorite among fashion-forward consumers.

The Role of Technology in BOPIS

Technology is the backbone of the BOPIS model, enabling retailers to deliver a seamless and efficient customer experience. Here’s how technology powers BOPIS:

Real-Time Inventory Management

Accurate inventory tracking ensures that customers can see what’s available at specific locations, reducing the risk of disappointment.

Mobile Apps and User-Friendly Interfaces

Retailers invest in intuitive apps and websites that make it easy for customers to browse, purchase, and select pickup options.

Geofencing and Curbside Pickup

Geofencing technology allows retailers to detect when a customer arrives at the pickup location, enabling quick and efficient curbside delivery.

Automated Notifications

Timely updates – sent via SMS, email, or app – keep customers informed about their order status, enhancing transparency and trust. These alerts typically include instructions, pickup windows, and ID requirements.

How BOPIS Can Help Elevate Online Businesses

As ecommerce continues to reshape the retail landscape, businesses are seeking ways to enhance customer satisfaction, streamline operations, and improve profits. BOPIS offers a solution that addresses these goals across multiple dimensions:

1. Blending Digital Convenience with Physical Presence

BOPIS allows online businesses to leverage their physical locations as fulfillment hubs, creating a seamless connection between digital and in-store experiences. This hybrid model appeals to both tech-savvy shoppers and those who prefer in-person pickup. By offering both options, businesses can attract a broader customer base.

2. Faster Fulfillment, Happier Customers

One of the biggest frustrations of online shopping is waiting for deliveries. With BOPIS, businesses can significantly reduce wait times. Customers can place an order online and pick it up the same day, often within hours.

This speed of fulfillment satisfies the growing demand for instant gratification, leading to happier customers who are more likely to return for future purchases.

3. Driving In-Store Traffic

For online businesses with physical locations, BOPIS is a powerful tool for driving foot traffic. When customers visit the store to pick up their orders, they often browse other products and make additional purchases.

This phenomenon, known as incremental sales, can significantly boost revenue. By enticing online shoppers to step into physical stores, businesses create opportunities for upselling and cross-selling.

4. Reducing Shipping Costs and Logistics Complexity

Shipping costs are a major expense for online businesses, especially with the rising demand for free shipping. BOPIS eliminates the need for last-mile delivery, allowing businesses to save on shipping costs while offering a cost-effective alternative to customers.

Additionally, using physical stores as pickup hubs simplifies logistics and reduces the strain on warehouses, making order fulfillment more efficient.

5. Increasing Customer Loyalty Through Flexibility

Offering flexible pickup options builds loyalty among customers who value convenience and control. This convenience fosters customer loyalty, as shoppers are more likely to return to a retailer that offers a hassle-free experience. In a competitive market, retaining loyal customers is key to long-term success.

6. Improving Inventory Management

BOPIS requires businesses to maintain accurate, real-time inventory tracking across all locations. While this may seem like a challenge, it ultimately benefits businesses by improving inventory visibility and reducing stockouts or overstocking.

With better inventory management, businesses can make data-driven decisions, optimize stock levels, and meet customer demand more effectively.

7. Building Trust Through Transparency

Transparency is crucial in building trust with customers. BOPIS enhances transparency by providing real-time inventory updates, clear communication about order status, and a streamlined pickup process.

When customers know exactly when and where they can collect their orders, they’re more likely to trust the business and become repeat buyers.

8. Capitalizing on Seasonal Shopping Trends

BOPIS is particularly effective during peak shopping seasons, such as Black Friday, Cyber Monday, and Christmas. Customers often need their purchases quickly, and BOPIS offers a convenient solution without the risk of shipping delays.

By offering BOPIS, businesses can capture more sales during these critical periods and stand out from competitors who rely solely on traditional delivery methods.

9. Catering to Last-Minute Shoppers

Some customers wait until the last minute to make a purchase, especially for gifts or urgent needs. BOPIS caters to these shoppers by providing a quick and reliable way to get what they need without waiting for delivery.

This capability can turn procrastinators into loyal customers who appreciate the convenience of same-day pickup.

10. Adapting to the Omnichannel Era

In the age of omnichannel retail, businesses must provide a cohesive shopping experience across all touchpoints. BOPIS is a key component of an omnichannel strategy, seamlessly connecting online and offline channels.

By adopting BOPIS, businesses can position themselves as forward-thinking and customer-centric, staying ahead of the curve in a rapidly evolving retail landscape.

Understanding BOPIS Challenges

While BOPIS offers numerous advantages, implementing it successfully requires overcoming several challenges. Retailers must proactively address these issues to deliver a seamless experience for customers.

1. Ensuring Accurate Inventory Management

One of the biggest challenges of BOPIS is maintaining accurate, real-time inventory visibility. Customers expect to see only available items when shopping online, and any discrepancies can lead to frustration and lost sales.

Businesses must invest in robust inventory management systems that integrate with both online platforms and physical stores. Regular audits and updates are also essential to ensure accuracy.

2. Streamlining Order Fulfillment

Preparing orders for pickup requires efficient workflows and coordination between online and in-store teams. Without proper systems in place, delays and errors can occur, negatively impacting customer satisfaction.

Retailers can address this challenge by training staff, implementing clear processes, and leveraging technology such as automated order tracking and notification systems.

3. Managing High Demand During Peak Seasons

During busy shopping periods, such as holidays, the demand for BOPIS can surge, putting pressure on staff and resources. Retailers must be prepared to handle this increased workload without compromising service quality.

Strategies to manage peak demand include hiring seasonal staff, setting realistic pickup timeframes, and using lockers or designated pickup areas to streamline the process.

4. Providing a Smooth Pickup Experience

A seamless pickup experience is crucial to the success of BOPIS. Long wait times, confusing instructions, or disorganized pickup areas can frustrate customers and deter them from using the service again.

A well-designed and user-friendly pickup process – with clear signage, dedicated pickup counters, and efficient staff to assist customers – enhances convenience and customer satisfaction.

5. Balancing Space Constraints

Storing BOPIS orders in physical stores can be challenging, especially for businesses with limited space. Without proper organization, cluttered storage areas can lead to inefficiencies and lost items.

To address this, retailers can use lockers, shelving systems, or designated storage areas to keep orders organized and easily accessible.

6. Integrating Technology Across Channels

BOPIS requires seamless integration between online platforms, inventory systems, and in-store operations. Gaps in integration can lead to errors and inefficiencies can arise, leading to a poor customer experience.

Investing in omnichannel technology solutions and ensuring all systems work together smoothly is essential for overcoming this challenge.

7. Communicating Clearly with Customers

Miscommunication can lead to confusion and dissatisfaction. For example, if a customer arrives to pick up an order that isn’t ready, it can damage their trust in the business.

Retailers must prioritize timely and accurate communication, using automated notifications via SMS, email, or app to keep customers informed about their order status and pickup instructions. This helps maintain transparency and build trust.

8. Handling Returns and Exchanges

Returns and exchanges can be more complicated with BOPIS, as customers may expect to handle these processes in-store. Retailers must have clear policies and procedures in place to manage returns efficiently without disrupting operations.

Offering hassle-free returns, whether in-store or online, can enhance customer satisfaction and encourage repeat business.

9. Training Staff for New Responsibilities

BOPIS introduces new responsibilities for in-store staff, such as preparing orders, managing pickups, and assisting customers. Without proper training, staff may struggle to meet expectations.

Retailers should invest in comprehensive training programs to ensure employees can meet expectations and deliver a consistent experience for customers.

10. Balancing Costs and ROI

Implementing BOPIS requires upfront investment in technology, training, and infrastructure. Retailers must carefully balance these costs with the potential return on investment.

By analyzing data, optimizing processes, and tracking key performance metrics, businesses can ensure their BOPIS strategy delivers long-term value.

In a retail environment where convenience and speed are paramount, BOPIS has emerged as strategic asset. By blending the best of online and offline shopping, BOPIS enhances customer satisfaction, drives sales, and positions businesses as leaders in the omnichannel retail revolution.

However, success with BOPIS requires careful planning, investment in technology, and a commitment to overcoming challenges. Retailers that embrace this model and continually refine their approach will be well-positioned in the evolving retail landscape.

How to Start a BOPIS Business

In today’s fast-paced retail landscape, convenience is king, and Buy Online, Pick Up In-Store (BOPIS) has emerged as a game-changing strategy for businesses. This hybrid shopping model bridges the gap between online convenience and in-store immediacy, offering customers the best of both worlds. This model appeals to consumers who value speed, flexibility, and seamless shopping experiences.

For businesses looking to implement BOPIS, the following steps outline how to build a strong foundation and position the offering for long-term success.

Step 1: Lay the Foundation with a Solid Business Plan

Starting a BOPIS business begins with a comprehensive business plan. This should define the target audience, analyze the competitive environment, and articulate a clear value proposition. Key considerations include:

• Product categories suitable for BOPIS
• Integration of online and in-store systems
• Required technology, staffing, and operational resources

Step 2: Invest in Enabling Technology

Technology is the backbone of any successful BOPIS operation. Businesses should implement robust systems to manage inventory, process orders, and facilitate seamless communication between your online and in-store teams. Key tools include:

• eCommerce Platform: Platforms such as Shopify, WooCommerce, or Magento offer built-in BOPIS functionality.
• Inventory Management System (IMS): Enables accurate, real-time synchronization between online and in-store stock.
• Order Management System (OMS): Automate order processing and notifications for customers and staff.
• Mobile App (optional): Enhances the customer experience with features like order tracking and curbside check-in.

Step 3: Optimize Your Inventory Management

Efficient inventory management is essential for timely fulfillment. The following elements are critical for BOPIS success:

• Centralized Inventory System: Enables tracking of inventory across all locations.
• Buffer Stock: Supports fulfillment of online orders without disrupting in-store availability.
• Regular Audits: Helps maintain accuracy and reduce fulfillment errors.

Step 4: Design a Seamless Pickup Experience

The pickup process should be intuitive and efficient:

• Dedicated Pickup Area: Set up counters or areas for BOPIS orders.
• Curbside Pickup: Offer curbside pickup for added convenience.
• Clear Communication: Send timely automated notifications about order status and pickup instructions.
• Staff Training: This will ensure consistent and  excellent customer service.

Step 5: Market Your BOPIS Offering

Marketing efforts should reach the target audience and drive adoption:

• Social Media Campaigns: Highlight the benefits of BOPIS on platforms like Instagram, Facebook, and Twitter.
• Email Marketing: Send personalized emails to the customer base promoting the BOPIS service.
• In-Store Signage: Eye-catching signage must inform in-store customers about the BOPIS option.
• Local SEO: The website must be optimized for local search terms to attract nearby customers.

Step 6: Monitor Performance and Make Improvements

Starting a BOPIS business is an ongoing process that requires continuous monitoring and improvement. Track key performance metrics such as order fulfillment times, customer satisfaction, and sales growth. The data must be used to identify areas for improvement and refinement of  operations.

• Customer Feedback: Collect feedback from customers to understand their pain points and preferences.
• Employee Input: Involve staff in brainstorming solutions to operational challenges.
• Stay Updated: Keep an eye on industry trends and adapt your strategy to stay ahead of the competition.

Final Thoughts: The Future of Retail is Here

Starting a BOPIS business is an exciting opportunity to meet the demands of modern consumers and stay ahead in the competitive retail landscape. By following the steps outlined in this guide, businesses can build a thriving BOPIS operation that delights customers and drives growth.

Success in BOPIS hinges on delivering a seamless, customer-centric experience that combines the best of online and in-store shopping. With the right strategy, technology, and operational excellence, BOPIS can serve as a foundational element in a forward-looking retail model.

FAQs About BOPIS

How does buy online pickup in store (BOPIS) work?

Buy Online, Pickup in Store (BOPIS) is a shopping method where customers purchase items online and then collect them at a physical retail location. This option combines the convenience of online shopping with the immediacy of in-store pickup, allowing customers to avoid shipping fees or waiting for delivery. Here's how it typically works:

1. Online Purchase: Customers browse a retailer's website or app, select the items they want, and choose the "pickup in store" option during checkout. The system usually shows which stores have the item in stock and allows the customer to select a preferred location for pickup.
2. Order Confirmation: After completing the purchase, the retailer sends a confirmation email or notification. This message often includes an estimated time when the order will be ready for pickup.
3. Order Preparation: Store employees receive the order, locate the items from inventory, and prepare them for pickup. Depending on the store, this process can take anywhere from a few minutes to a few hours.
4. Pickup Notification: Once the order is ready, the customer receives another notification (via email, text, or app) confirming that the items are available for pickup. Instructions on where to go and what to bring (e.g., ID, order number) are typically included.
5. In-Store Pickup: The customer visits the store, goes to the designated pickup area (often near the front or customer service desk), and provides the required information. Some stores offer lockers or self-service kiosks for faster pickup.
6. Verification and Collection: After verifying the order details, the store hands over the items to the customer. In some cases, customers may need to sign or show proof of purchase.

BOPIS is popular because it eliminates shipping costs, reduces wait times, and allows customers to inspect items immediately. Retailers benefit by driving foot traffic into their stores, potentially encouraging additional purchases.

Does in-store pickup mean they have it in the store?

Not necessarily. While "in-store pickup" implies that you’ll collect your item at the store, it doesn’t always mean the item is already in stock at that specific location when you place the order. Here are the scenarios:

1. Item in Stock at the Store: If the store has the item available in its inventory, the staff will prepare it for pickup after you place the order. In this case, the order can be ready very quickly, sometimes within an hour.
2. Item Shipped to the Store: If the item is not available at the store, the retailer may ship it from another location, such as a warehouse or a different store. This process can take a few days, and the retailer will notify you when the item arrives and is ready for pickup.
3. Inventory Sync Issues: Occasionally, online inventory systems may not be perfectly synced with in-store stock levels. This can result in situations where the website shows the item as available, but the store doesn’t actually have it. In such cases, the retailer may cancel the order or offer alternatives.

To avoid confusion, many retailers clearly indicate whether the item is available for immediate pickup or if it will take time to arrive at the store. During checkout, you’ll often see messages like “Available for pickup today” or “Ready in 3-5 days.”

If you need the item urgently, it’s a good idea to double-check the availability by contacting the store directly or selecting locations where the item is confirmed to be in stock. Some retailers also allow you to reserve items before completing the purchase to ensure they’re held for you.

What is the difference between Click and Collect and BOPIS?

Click and Collect and Buy Online, Pickup in Store (BOPIS) are similar concepts, but there are subtle differences in how they are implemented and understood:

Terminology:

• BOPIS: Primarily used in the US, this term emphasizes the process of buying online and picking up the item in a physical store.
• Click and Collect: More commonly used in Europe, this term is broader and can refer to various methods of online purchase and physical collection, including in-store pickup, locker pickup, or even pickup points outside the store.

Scope:

• BOPIS specifically refers to picking up items inside the store after purchasing them online.
• Click and Collect can include additional options, such as collecting the item from a designated pickup locker, a curbside location, or even third-party collection points.

Flexibility:

• BOPIS is typically limited to the retailer’s own stores.
• Click and Collect may involve partnerships with external pickup locations or courier services, offering more flexibility for customers.

Customer Experience:

• With BOPIS, customers often interact with store staff to retrieve their orders, which may include verifying purchase details or signing for the item.
• Click and Collect can be more automated, especially when using lockers or third-party collection points, reducing the need for in-person interaction.

Marketing Focus:

• BOPIS emphasizes the convenience of shopping online and the immediacy of picking up items locally.
• Click and Collect highlights flexibility and multiple collection options, appealing to a broader range of customer preferences.

In summary, while both terms refer to a hybrid shopping experience, BOPIS is a more specific subset of Click and Collect, focusing on in-store pickup after an online purchase.

What is the difference between BOPIS and curbside pickup?

BOPIS (Buy Online, Pickup in Store) and curbside pickup are both hybrid shopping methods that combine online purchasing with physical collection, but they differ in how and where the customer collects their order:

Pickup Location:

• BOPIS: The customer enters the store to collect their order from a designated area, such as a customer service desk, pickup counter, or lockers.
• Curbside Pickup: The customer remains in their vehicle, and store staff bring the order out to them at a designated curbside location, often in the parking lot.

Customer Interaction:

• BOPIS: Requires the customer to interact with store staff or use a self-service kiosk to retrieve their order. This may involve waiting in line or navigating the store.
• Curbside Pickup: Minimizes interaction, as customers usually notify the store of their arrival (via app, text, or call), and staff deliver the items directly to their car.

Convenience:

• BOPIS: Useful for customers who don’t mind entering the store and possibly browsing additional items while picking up their order.
• Curbside Pickup: Ideal for those who prefer minimal contact, such as during bad weather, for added convenience, or in situations like the COVID-19 pandemic, when contactless options are prioritized.

Technology Integration:

• BOPIS: Often involves in-store systems like kiosks, lockers, or manual staff assistance.
• Curbside Pickup: Relies on apps or communication tools to notify staff of the customer’s arrival and parking spot.

Speed:

• BOPIS: May involve some additional steps, such as locating the pickup area or waiting in line.
• Curbside Pickup: Generally faster, as the process is streamlined for minimal customer effort.

In essence, BOPIS requires customers to enter the store, while curbside pickup caters to customers who prefer staying in their vehicle for a more seamless and contactless experience.