BOPIS: The Complete Guide to Buy Online, Pick Up In Store

BOPIS, Buy Online, Pick Up In Store, has gone from a pandemic necessity to a permanent fixture of retail. In 2026, 68% of US shoppers have used BOPIS at least once, and the market is projected to reach $509 billion by 2033.

That's not a trend. That's a fundamental shift in how people shop.

For multi-location retailers, BOPIS is both an opportunity and a challenge. The opportunity: it drives foot traffic, increases basket size, and eliminates shipping costs. The challenge: customers need to find which stores offer pickup, what's in stock, and how to get there. That's where your store locator becomes critical infrastructure.

This guide covers what BOPIS is, why it works, how to implement it, and how to connect it to your store locator for maximum impact.

Related: How to increase foot traffic | Store locator examples | Location page design

#What Does BOPIS Mean?

BOPIS stands for Buy Online, Pick Up In Store. It's an omnichannel fulfillment strategy where customers complete their purchase online and collect their order at a physical store location.

You'll also hear it called:

• Click and collect (more common in the UK and Europe)
• Buy online, pick up in store (the full phrase)
• In-store pickup (the generic term)
• BOPAC. Buy Online, Pick Up At Curb (curbside pickup variant)

#How BOPIS Works

1. Customer shops online. browses your website or app, selects products
2. Chooses "Pick Up In Store". selects their nearest location (this is where your store locator matters)
3. Completes purchase. pays online
4. Store prepares order. staff picks, packs, and stages the order
5. Customer picks up. arrives at the store, identifies themselves, collects the order
6. Additional purchases happen. a significant percentage of pickup customers buy more in-store

The simplicity is the appeal: customers get the product they want without waiting for shipping, without worrying about missed deliveries, and without the uncertainty of whether the item will look the same in person.

#BOPIS Statistics: Why It Matters

The numbers make the business case clear:

#Market Size

• The US BOPIS market was valued at $132.8 billion in 2024, accounting for 9.93% of e-commerce sales (Capital One Shopping)
• Projected to reach $509 billion by 2033, growing at 16.45% annually (Research and Markets)
• Click-and-collect will account for 11% of US e-commerce in 2026

#Consumer Adoption

• 68% of US shoppers have used BOPIS at least once (up from 57% in 2022)
• 22.1% use BOPIS regularly
• 66.4% of BOPIS shoppers prefer in-store pickup, while 46.1% prefer curbside

#Why Consumers Choose BOPIS

#Impact on Retailers

• 30% increase in in-store traffic after implementing BOPIS (Fit Small Business)
• 25% rise in basket size from impulse purchases during order pickups
• 55% of global retailers have adopted BOPIS strategies
• Retailers like Home Depot, Dollar General, and Petco all reported better overall sales after introducing BOPIS

The compound effect is powerful: BOPIS brings customers into your store (foot traffic), where many of them buy additional items (basket size), and the convenience encourages repeat behavior (retention).

#BOPIS Benefits for Retailers

#1. Increased Foot Traffic

Every BOPIS order is a guaranteed store visit. Unlike traditional e-commerce, which happens entirely online, BOPIS gets customers physically through your door. And once they're there, the store itself becomes a marketing channel.

#2. Higher Average Order Value

Research consistently shows that BOPIS customers spend more than pure e-commerce customers. When someone picks up a pair of jeans, they walk past the accessories display, the new arrivals, the sale rack. Impulse purchases are real, and they add up to a 25% increase in basket size on average.

#3. Eliminated Shipping Costs

Shipping is one of the largest costs in e-commerce. BOPIS eliminates it entirely, the customer does the "last mile" themselves. For retailers operating on thin margins, this alone can make BOPIS worthwhile.

#4. Reduced Returns

When customers pick up in-store, they can inspect the product immediately. If something is wrong, they can exchange it on the spot rather than initiating a return shipment. This reduces return rates and the associated logistics costs.

#5. Inventory Flexibility

BOPIS lets you fulfill from store inventory, not just warehouse inventory. This means products that might sit on shelves can be routed to online orders, improving inventory turnover and reducing the need for markdowns.

#6. Competitive Advantage

Not every retailer offers BOPIS well. Many small and mid-size retailers don't offer it at all. A smooth BOPIS experience differentiates you from competitors who are shipping-only or whose pickup process is clunky.

#BOPIS Challenges (and How to Solve Them)

#Challenge 1: Inventory Accuracy

BOPIS only works if the product is actually available at the selected store. Nothing destroys customer trust faster than completing a purchase and getting a "sorry, out of stock at this location" email.

Solution: Real-time inventory sync between your e-commerce platform and store POS. Approximately 48% of retailers deploying BOPIS now use predictive analytics to optimize product availability. If real-time sync isn't possible, build in a buffer (don't show items as available unless there are 3+ in stock).

#Challenge 2: Order Preparation Time

Customers expect fast preparation. The industry standard is 2 hours for standard items, but many retailers promise same-day or even 1-hour pickup. Nike, for example, typically has orders ready within two hours.

Solution: Dedicated pickup fulfillment staff or designated "BOPIS shifts" for existing staff. Clear preparation workflows. Automated notifications when orders are ready.

#Challenge 3: The Pickup Experience

A confusing or slow pickup process ruins the entire BOPIS proposition. If a customer has to wait in line or can't find where to go, the convenience benefit evaporates.

Solution:

• Dedicated pickup area near the store entrance (not buried in the back)
• Clear signage: "Online Order Pickup Here"
• Pickup lockers for contactless collection
• Curbside option for customers who don't want to enter the store
• Staff trained specifically on BOPIS protocols

#Challenge 4: Showing BOPIS Availability

Customers need to know which of your stores offer pickup before they buy. If your checkout process doesn't clearly show which locations support BOPIS, customers will abandon their cart.

Solution: Your store locator needs to prominently show pickup availability:

• Filter for "Pickup Available" locations
• Real-time inventory indicators ("In stock at this location")
• Estimated pickup times per location
• Clear directions and parking information

This is where your store locator stops being a "nice to have" and becomes essential commerce infrastructure.

#How to Implement BOPIS

#Step 1: Assess Your Readiness

Before launching BOPIS, evaluate:

• Inventory system: Can you track inventory by location in real time (or near-real time)?
• E-commerce platform: Does it support store pickup as a fulfillment option? (Shopify, BigCommerce, WooCommerce, and Magento all do)
• Store operations: Do you have staff capacity to pick, pack, and stage orders?
• Physical space: Is there room for a pickup area or lockers?

#Step 2: Choose Your BOPIS Model

Most retailers start with in-store counter pickup and add curbside as they scale.

#Step 3: Configure Your E-Commerce Platform

Key technical requirements:

• Store selector at checkout. let customers choose their pickup location
• Inventory visibility. show what's available at each store
• Order routing. automatically send orders to the selected store
• Notification system. email/SMS when order is ready for pickup
• Pickup confirmation. staff can mark orders as collected

#Step 4: Train Your Team

BOPIS requires a different mindset from traditional retail:

• Fulfillment speed matters. train on efficient picking and packing
• Customer identification. verify pickup identity without friction
• Upselling opportunity. "While you're here, we have a promotion on..."
• Problem resolution. what to do when an item is unavailable or damaged

#Step 5: Set Up Your Pickup Area

Must-haves:

• Near the entrance (customers shouldn't walk through the entire store)
• Visible signage from the parking lot and inside the store
• Staging area for prepared orders
• Counter or kiosk for identification/checkout
• Parking spots labeled "Pickup Only" near the entrance

#Step 6: Update Your Store Locator

This is often overlooked but crucial. Your store locator needs to reflect BOPIS capabilities:

• Add a "Pickup Available" filter so customers can find BOPIS-enabled locations
• Show estimated pickup times per location
• Display curbside availability where applicable
• Link to each location's inventory or product availability page
• Include pickup instructions specific to each store (where to park, where to go)

#BOPIS and Your Store Locator

Your store locator is the critical connection point between online shopping and in-store pickup. Here's why it matters and how to optimize it for BOPIS.

#Why Store Locators Matter for BOPIS

When a customer decides to use BOPIS, their first question is: "Which store near me offers this?"

If your checkout process shows a generic list of stores without search, filtering, or proximity sorting, customers face unnecessary friction. A store locator integrated into your BOPIS flow makes finding the right pickup location effortless.

#What Your BOPIS Store Locator Needs

#BOPIS Store Locator Examples

Target excels at this, their store locator prominently shows "Drive Up" and "Order Pickup" as filterable services, with clear availability per location.

Best Buy integrates BOPIS into their product pages: "Ready within 1 hour at [Nearest Store]" with a link to change the store location.

Walmart shows estimated pickup times by location, letting customers choose the fastest option.

#How StoreRocket Supports BOPIS

StoreRocket's store locator is built for exactly this use case:

• Custom filters. create "In-Store Pickup," "Curbside Pickup," and other service filters
• Location-specific details. show pickup hours, instructions, and availability per store
• Mobile-optimized. BOPIS searches are overwhelmingly mobile (customers are already on the move)
• Heatmap analytics. see where customers search for pickup locations (valuable for expansion decisions)

#BOPIS Best Practices

#Communication Is Everything

• Confirmation email with pickup location, hours, and directions
• Ready notification when the order is staged (email + SMS)
• Reminder if not picked up within 48 hours
• Follow-up after pickup asking for feedback or offering a return visit incentive

#Measure What Matters

#Start Small, Scale Fast

Don't launch BOPIS across all locations simultaneously:

1. Pilot with 3-5 high-traffic stores. work out the operational kinks
2. Gather customer feedback. what's working? What's frustrating?
3. Refine the process. improve based on real data, not assumptions
4. Roll out to all locations. with proven playbook in hand
5. Add curbside. once in-store pickup is running smoothly

#Promote Your BOPIS Option

Customers can't use what they don't know exists:

• Product pages: "Pick up today at [nearest store]"
• Cart page: "Save on shipping, pick up for free"
• Store locator: "Now offering in-store pickup" badges
• Email marketing: "Skip the shipping, pick up in store"
• Google Business Profile: Add "In-store pickup" as a service attribute
• Social media: Promote the convenience and speed

#The Future of BOPIS

BOPIS continues to evolve:

#AI-Powered Inventory Prediction

Retailers are using AI to predict which items will be ordered for pickup at which locations, pre-positioning inventory to reduce preparation time. 48% of retailers already use predictive analytics for this purpose.

#Mobile Wallet Integration

51% of major retailers now support mobile wallet payments for BOPIS, speeding up the checkout-to-pickup flow.

#Automated Pickup Lockers

Self-service lockers eliminate the need for staff interaction during pickup. Amazon popularized this model, and it's expanding to traditional retail. Customers receive a code, open a locker, and grab their order in seconds.

#Micro-Fulfillment Centers

Some retailers are converting backroom space into mini-fulfillment centers optimized for BOPIS order preparation, reducing preparation times from hours to minutes.

#Integration with Store Locators

As BOPIS becomes standard, store locators will evolve from simple "find a store" tools into BOPIS discovery platforms, showing real-time pickup availability, wait times, and inventory across all locations.

#Frequently Asked Questions

#What does BOPIS stand for?

BOPIS stands for Buy Online, Pick Up In Store. It's a retail fulfillment method where customers purchase products online and collect them at a physical store location. Also known as click and collect.

#How long does BOPIS usually take?

Most retailers offer BOPIS orders ready within 2 hours of purchase. Some offer same-day or even 1-hour pickup for in-stock items. Nike, for example, typically has orders ready within two hours with a QR code for easy collection.

#Why do customers prefer BOPIS over delivery?

The top reasons are: avoiding shipping fees (48%), being able to see the item before taking it home (77%), convenience (50%), and getting items faster than waiting for delivery. Many customers also prefer BOPIS to avoid package theft or missed deliveries.

#Does BOPIS increase in-store sales?

Yes, significantly. Retailers report a 25% increase in basket size when BOPIS customers make additional in-store purchases during pickup. The pickup visit creates an opportunity for impulse purchases and cross-selling.

#How do I show which stores offer BOPIS?

Use your store locator with service filters. Add a "Pickup Available" filter so customers can find BOPIS-enabled locations. Show pickup hours, estimated wait times, and specific instructions for each store. StoreRocket makes this easy with customizable filters and location-specific details.

#Is BOPIS worth it for small retailers?

Absolutely. BOPIS eliminates shipping costs, drives foot traffic, and increases average order value. Small retailers often have an advantage because their stores are more nimble and can prepare orders faster than large chains. Even a single-location store can offer BOPIS through their e-commerce platform.