{"id":108345,"date":"2024-04-19T11:07:29","date_gmt":"2024-04-19T18:07:29","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&p=108345"},"modified":"2025-05-21T09:26:47","modified_gmt":"2025-05-21T16:26:47","slug":"bopis","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/bopis\/","title":{"rendered":"BOPIS: How Buy Online, Pick Up In Store Works and How to Improve the Experience"},"content":{"rendered":"\n

If there’s one drawback to online ordering, it’s the wait for delivery. Many customers are happy to buy from the convenience of their home (or work, car, or train) but want access to their products right now, so it\u2019s no surprise that BOPIS – \u201cbuy online, pickup in-store\u201d – is so popular.<\/p>\n\n\n\n

According to the US Click-and-Collect Forecast 2022<\/a>, US consumers spent $96 billion on BOPIS orders in 2022, which accounts for 9% of all ecommerce sales.<\/p>\n\n\n\n

Nearly two-thirds of US retail chains<\/a>\u00a0offer these \u201cclick and collect\u201d services, and for good reason, as 72% of US consumers<\/a>\u00a0say they are more likely to buy online from a store that offers BOPIS services.<\/p>\n\n\n\n

There\u2019s no doubt that the COVID-19 pandemic played a role here. Many customers used buy-online-pickup-in-store and curbside pickup options simply to avoid\u00a0crowds.<\/p>\n\n\n\n

Businesses offering larger or more complicated products also often offer BOPIS to make sure customers get exactly what they want (and need). For example, a motorcycle or bike shop might allow you to customize and purchase online but encourage you to pick up in-store to get your seat custom-fit before riding off into the sunset.<\/p>\n\n\n\n

And BOPIS shows no sign of slowing down. According to the Global Buy Online Pick Up In Store Marketplace Forecast<\/a>, the global BOPIS industry was worth $243.89 billion in 2021 and is expected to grow to $703.2 billion in 2027.<\/p>\n\n\n\n

BOPIS is a key part of an omnichannel retail strategy and a personalized customer experience. It blends the in-store and online experiences so customers can choose how and when they get their products. So, in order to be competitive, it\u2019s important that you understand and offer BOPIS services.<\/p>\n\n\n\n

What is BOPIS (or BOPUS)?<\/h2>\n\n\n\n

BOPIS meaning:<\/strong> Buy Online, Pickup In-Store is a shopping method where customers buy products through an online platform and then pick them up at a physical location instead of waiting for delivery.<\/p>\n\n\n\n

BOPIS is sometimes abbreviated as BOPUS. It also goes by other names, like curbside pickup, click and reserve, online order pickup, click and collect, or \u201cBuy Online, Collect In-Store\u201d (BOCIS). It\u2019s all the same process.<\/p>\n\n\n\n

When you shop like this, you get all of the convenience of browsing for products at home without having to wait days\u2013or weeks\u2013for delivery. In some cases, the store will bring it out to your car for you.<\/p>\n\n\n\n

Retailers like Walmart, Target, and Best Buy have embraced BOPIS to bridge the gap between online convenience and the immediacy of in-store shopping. Stores love this arrangement because it means they claw back an online sale that might otherwise go to online-first retailers like Amazon and can leverage their existing physical store network.<\/p>\n\n\n\n

How BOPIS Works<\/h2>\n\n\n\n

The BOPUS business model is pretty simple: The customer orders online but collects the item at a physical location. Let\u2019s walk through the shopping and order fulfillment process.<\/p>\n\n\n\n

Step 1. Customers Buy Online Through Your Website or App<\/h3>\n\n\n\n

A customer browses your website or app until they find the products they need. They add those products to their shopping cart like they would for any online purchase.<\/p>\n\n\n\n

At some point during the digital experience, the customer is given the option to have the item delivered or pick it up at a local physical location. In some cases, the customer must also select a time to pick up the item.<\/p>\n\n\n\n

\"TCRunning<\/figure>\n\n\n\n

In order for this to work, stores must enable real-time inventory updates between the local POS system and the website or app. Otherwise, a customer may purchase a product that\u2019s out of stock<\/a>\u00a0at their desired location.<\/p>\n\n\n\n

Step 2: The Retailer Fulfills the Order<\/h3>\n\n\n\n

Next, the website or app sends the order to the chosen physical store. Employees are notified of the order and instructed to pick it off the shelf and prepare it for pickup.<\/p>\n\n\n\n

A notification is then sent to the customer that the item is ready to pick up. In email form, they look something like this:<\/p>\n\n\n\n

\"Order<\/figure>\n\n\n\n

If, for some reason, the item isn\u2019t available, the employees must trigger a message that notifies the customer and lets them know what happens next. In some cases, an out-of-stock item can be sourced from a nearby location, as long as the customer is informed along the way.<\/p>\n\n\n\n

Step 3: The Customer Retrieves the Order<\/h3>\n\n\n\n

Finally, the customer picks up the order at your store. Depending on your click-and-collect strategy, they may pick it up at a third-party location, such as the post office, a UPS\/FedEx location, or a local locker specifically for ecommerce pickups.<\/p>\n\n\n\n

If the store has the resources, they may offer curbside pickup, where the customer drives right up to the store, and an employee promptly delivers the item right to the car.<\/p>\n\n\n\n

Why BOPIS is Effective for Ecommerce Businesses<\/h2>\n\n\n\n

Now that you understand how BOPIS works, you might be wondering why you should bother. Let’s explore the perks of buy-online-pickup-in-store services and why they’re a great opportunity for retailers. <\/p>\n\n\n\n

Boosting Customer Satisfaction<\/h3>\n\n\n\n

BOPUS offers customers the convenience of online shopping with the instant gratification of picking up their purchases in-store. This creates a better shopping experience for many customers who simply don\u2019t want to wait.<\/p>\n\n\n\n

Is it right for every customer? Of course not, which is why BOPUS can always be an option, but never mandatory.<\/p>\n\n\n\n

Reducing Shipping Costs<\/h3>\n\n\n\n

The customer always pays for shipping, whether the shipping fee is added at checkout or built into the cost of the products.<\/p>\n\n\n\n

If the shipping fee is an add-on, the customer can avoid it by retrieving the items themselves. For example, with furniture retailers, shipping costs can quickly get into triple digits because of item size. So, picking up the item can save hundreds or sometimes thousands of dollars.<\/p>\n\n\n\n

If the shipping fee is built into the price, the store keeps the extra portion even though they aren\u2019t shipping the item. This simply increases the margin.<\/p>\n\n\n\n

This is a big win for customers, as well. It\u2019s the top reason people like BOPIS<\/a>.<\/p>\n\n\n\n

\"survey<\/figure>\n\n\n\n

Driving In-Store Traffic<\/h3>\n\n\n\n

BOPUS brings customers into your brick-and-mortar store to pick up their orders. This creates an opportunity for additional sales. More foot traffic means additional purchases, as stores can capitalize on impulse buys and cross-selling opportunities.<\/p>\n\n\n\n

Enhancing Customer Relationships<\/h3>\n\n\n\n

When customers pick up their orders in-store, businesses have a chance to interact with them face-to-face, strengthening the bond between the brand and the customer.<\/p>\n\n\n\n

These personalized interactions foster trust and loyalty, which ultimately leads to long-term customer relationships and deeper customer satisfaction.<\/p>\n\n\n\n

Encouraging Returns and Exchanges<\/h3>\n\n\n\n

BOPUS simplifies the returns and exchanges process by allowing customers to handle them in person, even if they made the purchase online. This provides a convenient solution for resolving issues, reduces return shipping costs for the business, and minimizes the time and resources spent on processing returns.<\/p>\n\n\n\n