Buy online, pick up in-store (BOPIS), also known as click and collect, is a hybrid ecommerce model that allows customers to order an item online and pick it up in person at the store or curbside. It merges the convenience of online shopping and the efficiency of bringing the product home the same day.
Let’s look at some BOPIS statistics relevant for 2023—why shoppers use the service, its benefits and challenges for retailers, and how businesses can adapt.
BOPIS Statistics Overview
1. The global BOPIS market is expected to reach more than $700 billion by 2027
While BOPIS experienced double the growth in 2020 owing to the pandemic, research proves it is no longer a passing trend. According to a ResearchandMarkets.com report, the global BOPIS industry was at $243.89 billion in 2021 and is forecast to grow at a double-digit compound annual growth rate of 19.3% until 2027—up to $703.2 billion.
2. US shoppers spent more than $95 billion via BOPIS in 2022, making up 9% of all ecommerce sales
US shoppers spent $95.9 billion through click-and-collect fulfillment options in 2022—totaling 9% of all ecommerce sales. It is expected that the BOPIS market will exceed $150 billion by 2025.
3. The US has the largest pickup economy in the world
According to the 2023 Global Digital Shopping Index, nearly one-third of US consumers (roughly 16 million people) who recently made an online purchase picked it up in-store or curbside—a 37% year-over-year increase.
Thirty-two percent of US online shoppers ordered their most recent purchases for in-store or curbside pickup in 2022, up 37% from 2021.
4. More than half of retailers are now offering click-and-collect services
In a 2023 Omnichannel Leadership Report, more than half of retailers (54%) are now offering BOPIS (buy online, pickup in-store) services. Seven multichannel retailers made up 67.5% of click-and-collect sales in the US in 2021, reaping more than $54 billion in BOPIS sales:
- Walmart
- The Home Depot
- Best Buy
- Target
- Lowe’s
- Macy’s
- Nordstrom
What’s interesting is that not all of these retailers are top ecommerce giants, nor are they all in the top 10 for general retail. They leveraged the pandemic restrictions to offer click-and-collect options to their customers, and the results were outstanding.
5. Luxury brands are lagging in BOPIS implementation
The Omnichannel Leadership Report assessed 300 leading luxury, premium, and lifestyle retail brands in their study and revealed that premium and luxury brands need to adapt to the omnichannel experience, specifically toward the digital. Luxury lags behind basic (69%) and mid-market (56%) at only 49% BOPIS adaptation. Premium brands are even farther behind at 39%
6. Curbside pickup is down from 34% in 2021 to 25% in 2022
In the same report, researchers found that BOPIS’ sister service, curbside pickup, is down from 34% in 2021 to 25% in 2022. The reasons for the decline are twofold: retailers don’t have enough logistics support to maintain a curbside operation, and they are also shifting to BOPIS exclusively to increase foot traffic back into stores.
BOPIS Consumer Statistics
7. BOPIS users tend to be millennials and urbanites
Morning Consult’s report shows that millennials, urban dwellers, and men are more likely to use BOPIS and curbside pickup options. Those in higher-income households are also more likely to use these services than those who earn less.
8. More than half of consumers used click-and-collect services 6+ times from 2020 to 2021
According to Raydiant’s The State of BOPIS Report from March 2021, 56% of those surveyed used click-and-collect services six or more times over the past year, with 8.2% of them using it 20+ times. This is highly suggestive that BOPIS has become a preferred way of shopping.
9. 50% of online shoppers use BOPIS, and more than 60% of them use it at least once a month
Online shopping benefited from the introduction of BOPIS and curbside pickup options, as nearly a third of online shoppers who take advantage of click and collect use it at least once a month.
10. Shoppers tend to make additional purchases while picking up their items in-store
Brick and mortar also benefited from BOPIS services. According to the 2022 Global Digital Shopping Playbook: U.S. Edition, 47% of online shoppers always or often end up buying more products when picking up their orders in-store. Another 17% say they sometimes purchase additional items when picking up their orders in-store.
This was the case even before the pandemic, with two-thirds of the more than 50% of adult shoppers who used BOPIS adding items to their carts when they knew they could pick them up immediately.
TIP: BOPIS helps drive in-store foot traffic and even increase sales. It certainly is considered a customer engagement strategy as it helps bridge the gap between traditional brick-and-mortar and online shopping experiences.
11. 70% of shoppers say BOPIS improves their shopping experience
A strong majority of respondents (70%) in a National Retail Federation study felt that BOPIS improved their shopping experience. According to the study, a survey respondent shared that having her purchased items brought to her car makes it very convenient, especially as she has her small children.
Learn how to set up click and collect for your store.
12. One-fourth of shoppers will choose to shop local if BOPIS options are efficient
BOPIS is a fulfillment option Amazon doesn’t offer, and 24.5% of shoppers say that as long as click-and-collect services remain efficient, they will shop local (assuming product offerings are competitive with Amazon or other big online retailers).
In BOPIS fulfillment, your brick-and-mortar store functions as an extension of your customer’s online shopping experience, giving you the advantage of strengthening your omnichannel retail approach.
13. More than a fourth of online shoppers use mobile to facilitate curbside pickup
Digital Commerce 360’s research revealed that not only are online shoppers using mobile more often to simply purchase products (nearly half have done so), but 28% of them have used mobile to facilitate curbside pickup.
TIP: It is critical that your online store is mobile-responsive. Apply our ecommerce website design tips when building your online store.
Reasons Shoppers Use BOPIS
14. 50% of shoppers cite convenience as the reason they prefer BOPIS
The top three reasons why shoppers prefer BOPIS or curbside delivery are convenience, avoiding going into a store, and time management. Other motivating factors include safety, wanting the product immediately, and even weather.
According to the National Retail Federation, over nine in 10 shoppers are likely to choose a retailer based on convenience.
15. Speed and inventory issues are the top reasons customers are likely to avoid BOPIS fulfillment
Since convenience is a leading driver of consumer preference for BOPIS, it isn’t a surprise that having to wait in line when picking up items is the top turnoff for customers when picking up their orders (36%). Other common turnoffs include items not being ready when customers show up (25%) and generally poor customer service within the BOPIS process (15%).
There’s no doubt about it—dynamic, fast, and well-stocked BOPIS operations are what consumers expect from retailers.
16. Scarcity, not safety, is the primary driver of BOPIS now that the pandemic is over
In Morning Consult’s The 2022 State of Retail and E-Commerce report, data shows that store pickup utilization decreased in early 2022 but is still higher pre-pandemic. Thirty-five percent of US adults reported delayed deliveries in January 2022, with no real change from late 2021. As supply disruptions continue across retail category industries, more shoppers turn to BOPIS to ensure they get their orders at the time most convenient for them.
Retailers’ BOPIS Challenges
17. More than 70% of retailers cite staffing as BOPIS’ biggest fulfillment challenge
About 73% of retailers cited having the necessary staffing as one of the biggest challenges for BOPIS fulfillment. Another staffing-related issue, training the staff they have to handle BOPIS, is another challenge; 39% of respondents highlighted that issue.
Additionally, retailers attribute inventory accuracy (43%), customer awareness (27%), and limited or lack of technology (18%) as major challenges to this hybrid fulfillment method.
BOPIS Adoption Across Retail Industries
18. BOPIS options are most popular for electronics and home purchases
According to Morning Consult’s most recent (H1 2023) semiannual State of Retail & E-Commerce report, BOPIS is most common for home furnishings and personal electronics because these categories are linked to more persistent supply chain challenges (see No. 16). Shoppers are more likely to use the in-store pickup option to ensure they get the exact product they want, whereas other categories have more substitutability.
19. Grocery pickups are still the preferred option by consumers
According to a September 2021 survey by Spryker & Appinio, among those who buy groceries online once a month, the preference for delivery is only slightly higher than that for in-store pickup (34% vs 31%). However, grocery pickup was the only fulfillment channel that increased in January 2023, with sales up 2.5% to $4.1 billion—even with online grocery seeing a dip in sales.
20. BOPIS offerings were a main sales driver during the 2022 holiday season
Nearly one out of every five online orders placed globally in last year’s holiday season was via BOPIS—peaking at 35% of all orders on the Friday before the Christmas holiday as shoppers retrieved last minute gifts. Moreover, US retailers that offered BOPIS grew their revenue nearly seven times faster than those without this fulfillment option.
Bottom Line
Click-and-collect is a fulfillment option allowing you to blur the lines between your online storefront and brick-and-mortar store. It is a trend that is here to stay, and implementing it the right way will help increase foot traffic in-store and sales.
With more retailers including it as an offering, ensure your retail business doesn’t get left behind. Solutions like Shopify and Square provide features that allow you for online and in-store order management, plus options for click and collect.
