Click and Collect: How It Works for Retailers

Click and collect has become the default way millions of shoppers bridge the gap between online browsing and in-store fulfillment. The concept is straightforward: buy something online, pick it up at a physical shop. But behind that simplicity is one of the most consequential shifts in retail over the past decade.

In the UK, click and collect is so ingrained that over 80% of retailers offer it. In the US, it goes by different names, BOPIS, in-store pickup, buy online pick up in store, but the behavior is the same. Globally, the click-and-collect market is growing at a compound annual rate of roughly 15%, and it shows no sign of plateauing.

For multi-location retailers, click and collect is both a revenue driver and a logistics challenge. Customers need to find which stores offer it, what's available, and how to get there. This guide covers what click and collect means, how it works, why it matters, and how to connect it to your store locator so customers can actually use it.

Related: BOPIS guide | Curbside pickup guide | How to increase foot traffic

#What is Click and Collect?

Click and collect is a retail fulfillment method where customers place an order online and pick it up at a physical store or collection point. The customer "clicks" to buy and "collects" in person.

The term originated in the UK and is the dominant phrase across the United Kingdom, Australia, much of Europe, and increasingly in parts of Asia and Latin America. In the United States, the same concept is more commonly called:

• BOPIS. Buy Online, Pick Up In Store (the US retail industry acronym)
• In-store pickup. the generic American term
• Buy online, pick up in store. the full phrase spelled out
• BOPAC. Buy Online, Pick Up At Curb (the curbside pickup variant)

In practice, click and collect and BOPIS describe the same customer journey: shop online, pay online, collect at a physical location. The difference is branding and geography. If you're targeting a UK or European audience, "click and collect" is the phrase they search for. If you're targeting the US market, "BOPIS" or "in-store pickup" resonates more. For a deeper look at the American side of this, see our complete BOPIS guide.

#Why Google Treats Click and Collect as Its Own Topic

Even though click and collect and BOPIS are functionally the same, search engines treat them as distinct topics. A UK shopper searching "click and collect" expects UK-centric content, UK retailer examples, and language familiar to their market. Google recognises this and ranks different pages for each term. That's why both terms deserve dedicated coverage.

#How Click and Collect Works

The process is the same whether you call it click and collect or BOPIS, but walking through each step clarifies why the model works so well for both parties.

#From the Customer's Perspective

1. Browse and buy online. the customer shops your website or app, adds items to basket, and proceeds to checkout
2. Select "Click & Collect". chooses the collection option and picks their preferred store from the store locator
3. Complete payment. pays online, securing the order
4. Receive confirmation. gets an email or SMS with the order details and estimated collection time
5. Wait for "Ready" notification. the store picks, packs, and stages the order, then sends a notification
6. Collect at the store. arrives, identifies themselves (order number, confirmation email, or QR code), and picks up the order
7. Browse while they're there. and here's where the magic happens: a significant percentage of customers make additional purchases during collection

#From the Retailer's Perspective

1. Order received. the order management system routes it to the selected store
2. Stock check. staff verify the item is available on the shop floor or in the stockroom
3. Pick and pack. the order is pulled, quality-checked, and packaged for collection
4. Stage the order. placed in the dedicated collection area, labelled with the customer's name or order number
5. Send notification. automated email or SMS tells the customer their order is ready
6. Customer arrives. staff verify identity and hand over the order
7. Upsell opportunity. trained staff mention current promotions or complementary products
8. Fulfillment complete. system marks the order as collected, triggers follow-up (review request, loyalty points, receipt)

The entire cycle, from order placement to collection, typically takes between one and four hours for in-stock items. Some retailers promise collection within an hour. The key operational challenge is keeping preparation times short enough that customers feel the speed advantage over home delivery.

#Click and Collect Statistics

The market data tells a clear story: click and collect isn't a trend, it's now a structural part of how people shop.

#Market Size and Growth

• The global click-and-collect market was valued at approximately $303 billion in 2024 and is projected to reach $640 billion by 2030, growing at roughly 15% annually (Statista)
• In the US alone, BOPIS and click-and-collect accounted for $132.8 billion in 2024, or 9.93% of all e-commerce (Capital One Shopping)
• The market is forecast to hit $509 billion in the US by 2033, growing at 16.45% CAGR (Research and Markets)

#UK Adoption (The Pioneer Market)

The UK has led click-and-collect adoption since the early 2010s:

• Over 80% of UK retailers now offer click and collect
• Argos pioneered the model at scale, their entire business was essentially click and collect before the term existed
• Tesco Click+Collect serves millions of grocery orders weekly, with collection points at stores, petrol stations, and partner locations
• John Lewis built dedicated collection lounges in their department stores, turning pickup into a premium experience
• ASOS partnered with over 7,000 collection points across the UK, including Doddle, InPost lockers, and corner shops

#Consumer Behaviour

• 68% of shoppers in the US and UK have used click and collect or BOPIS at least once (Capital One Shopping)
• 85% of click-and-collect customers make additional purchases when collecting their order in-store (ICSC)
• 48% of shoppers say avoiding delivery fees is their top reason for choosing click and collect
• 77% want to see or try the item before committing to keeping it
• 35% of shoppers say they choose click and collect specifically because it's faster than waiting for delivery

#Impact on Retailers

• 30% increase in foot traffic after implementing click and collect (Fit Small Business)
• 25% higher basket size from impulse purchases during in-store collection
• Shipping cost eliminated. the customer handles the last mile
• Lower return rates. customers inspect items at collection and exchange on the spot instead of shipping back

That 85% add-on purchase rate is the stat that gets retailers' attention. Every click-and-collect order is a guaranteed store visit, and the vast majority of those visits result in additional spending. It's the most efficient foot-traffic generator in modern retail.

#Benefits of Click and Collect

#For Retailers

Increased foot traffic. Every click-and-collect order brings a customer physically into your store. Unlike pure e-commerce, where the transaction happens entirely online, click and collect guarantees a visit. And once they're through the door, the store itself becomes a sales channel.

Higher average order value. When customers come in to collect a pair of trainers, they walk past the accessories display, the new arrivals, the sale rack. The data consistently shows a 25% increase in basket size from these additional purchases. Some retailers have optimised their collection areas specifically to route customers past high-margin products on the way in and out.

Eliminated shipping costs. Last-mile delivery is the single most expensive part of e-commerce logistics. Click and collect eliminates it entirely. The customer does the transportation. For retailers operating on thin margins, this alone justifies the investment.

Reduced returns. When customers collect in-store, they can inspect the product immediately. Wrong size? Exchange it on the spot. Not what they expected? Return it at the counter. This is dramatically cheaper than processing a return shipment, and it saves the customer the hassle of repackaging and posting items back.

Inventory flexibility. Click and collect lets you fulfil from store inventory, not just warehouse stock. Products sitting on shelves can be allocated to online orders, improving inventory turnover and reducing the need for markdowns.

Competitive differentiation. Many small and mid-size retailers still don't offer click and collect well. A smooth collection experience differentiates you from competitors who only offer shipping, or whose collection process is disorganised.

#For Customers

Speed. No waiting days for delivery. Most click-and-collect orders are ready within a few hours. For customers who need something today, it's the fastest option short of walking into the shop.

No shipping fees. Click and collect is almost always free. For bulky or heavy items, this saves real money compared to delivery charges.

Convenience on their schedule. Unlike home delivery, which requires someone to be home, click and collect lets customers pick up when it suits them. Before work, during lunch, on the way home, they control the timing.

No delivery anxiety. No missed deliveries, no stolen parcels, no "sorry we missed you" cards. The customer picks it up themselves, and it's done.

Try before committing. Customers can inspect the product at collection and return it immediately if it doesn't meet expectations. This reduces the friction of buying online.

#Click and Collect vs BOPIS vs Curbside Pickup

These three terms describe closely related but distinct experiences:

Click and collect and BOPIS are functionally identical, the difference is terminology. Click and collect is the standard phrase in the UK and internationally. BOPIS is the US industry acronym.

Curbside pickup is the variant where the customer doesn't enter the store at all. A staff member brings the order to the customer's car. This trades the upsell opportunity for maximum convenience.

Most large retailers now offer all three. The customer chooses based on their mood, time, and situation. Smart retailers make it easy to see which options are available at which locations and that's where your store locator becomes essential. For real-world inspiration, see our store locator examples.

#How to Set Up Click and Collect

Implementing click and collect is less about technology and more about operational discipline. Here's the practical framework.

#1. Dedicated Collection Area

Your collection point should be:

• Near the entrance. don't make customers walk through the entire store
• Clearly signed. "Click & Collect" signage visible from the car park and inside the store
• Staffed during peak hours. the collection counter needs someone available, not a bell and a sign saying "ring for service"
• Organised. shelving or bins arranged by order number or surname, so staff can find orders instantly

Some retailers have elevated the collection experience. John Lewis, for example, created dedicated collection lounges with seating areas. IKEA built separate Click & Collect buildings at some locations. The right approach depends on your volume and brand.

#2. Clear Signage Inside and Outside

Customers need to find the collection point without asking. That means:

• External signage in the car park directing them to the right entrance
• Internal signage guiding them from the front door to the collection counter
• Floor markings or aisle signs if the collection point isn't immediately visible
• Digital screens showing queue status or order readiness

First-time click-and-collect customers will judge the entire experience by how easy it is to find where they're going.

#3. Staff Training

Click and collect changes the staff's role. Train your team on:

• Order verification. checking confirmation emails, QR codes, or order numbers efficiently
• Speed of handoff. customers expect to be in and out within 5 minutes
• Problem resolution. what to do when an item is missing, damaged, or different from what was ordered
• Upselling. a brief "We've got 20% off accessories this week" during handoff is natural and effective
• Handling peak times. managing a queue of collection customers without making anyone wait too long

#4. Notification System

The communication flow is critical:

• Order confirmed. email with estimated collection time and store details
• Order ready. SMS and email notification with collection instructions
• Reminder. if not collected within 48 hours, send a reminder
• Follow-up. after collection, send a receipt and optional feedback request

SMS is particularly important for the "ready" notification because customers are often on the move and need an immediate alert, not something buried in their inbox.

#5. Inventory Management Integration

Click and collect only works if the item is actually available at the selected store. Promising collection and then emailing "sorry, out of stock" destroys trust.

• Sync your e-commerce platform with store-level inventory in real time (or near-real time)
• Build in a safety buffer, don't show items as available unless there are 2-3 units in stock
• Offer alternative location suggestions if a specific store is out of stock
• Use predictive analytics to pre-position popular items at high-demand collection stores

#6. Packaging and Staging

How you prepare orders matters:

• Labelled clearly. customer name, order number, collection date on every package
• Organised by time. orders due for collection soon should be most accessible
• Temperature-appropriate. if you sell food or cosmetics, maintain proper storage conditions
• Bagged for easy handoff. the customer should be able to grab and go

#Showing Click and Collect Locations on Your Store Locator

This is where many retailers drop the ball. You can have a brilliant collection experience, but if customers can't figure out which locations offer click and collect, they'll default to delivery or shop elsewhere.

#Not All Locations May Offer Click and Collect

If you have 200 stores but only 120 offer click and collect, customers need a way to distinguish between them. Listing all locations without indicating collection availability leads to frustration, a customer drives to a store only to discover it doesn't offer the service.

#Use Search Filters

The most effective solution is a "Click & Collect" filter on your store locator. Customers search for nearby stores, toggle the filter, and see only locations that support collection.

StoreRocket's filter feature lets you tag locations with any service: click and collect, curbside, drive-through, same-day collection, locker pickup. Customers filter by what matters to them and find the right location without guessing or calling ahead.

#Display Collection Hours Separately

Collection hours often differ from regular trading hours. A store might be open until 9 PM but stop processing collections at 7 PM. If your store locator shows only the general opening hours, customers will arrive expecting to collect and find the counter closed. Show both regular hours and collection hours for every location.

#Add Pickup Instructions Per Location

Different stores may have different collection setups:

• "Collection counter on the ground floor, left of the main entrance"
• "Use the Click & Collect entrance on the east side of the building"
• "Collections from the Customer Service desk, first floor"

Per-location instructions remove confusion and make the experience seamless, especially for first-time visitors.

#Link to Your Store Locator from Checkout

The store selection step during checkout is the most critical touchpoint for click and collect. Embed your store locator in the checkout flow so customers can search by postcode, see which stores offer collection, check availability, and select their preferred location, all without leaving the page.

#Click and Collect Examples

The retailers doing click and collect best have made it feel effortless. Here's how the leaders approach it.

#Argos (UK)

Argos essentially invented the click-and-collect model. Customers browse the catalogue (originally printed, now online), reserve items, and collect from the store within hours. Since being acquired by Sainsbury's, Argos collection points have expanded into hundreds of Sainsbury's supermarkets, giving customers even more pickup locations. Their "Fast Track" collection service promises orders ready in 60 seconds.

#Tesco (UK)

Tesco Click+Collect is one of the UK's largest grocery collection services. Customers order groceries online and collect from hundreds of stores and standalone collection points. Tesco also placed collection lockers at petrol stations and public locations, making it possible to pick up groceries without entering a supermarket at all.

#John Lewis (UK)

John Lewis elevated click and collect into a premium experience. Their collection lounges offer comfortable waiting areas, and staff are trained to provide a personal handoff. They also partnered with Waitrose (same parent company) to offer click-and-collect points in Waitrose stores, dramatically increasing their pickup network.

#Target (US)

Target's "Order Pickup" and "Drive Up" services are the gold standard in the US market. The app lets customers select pickup or drive-up at checkout, and orders are typically ready within two hours. The Drive Up variant, where staff bring orders to the customer's car, has been a massive growth driver.

#IKEA

IKEA's Click and Collect service is particularly impressive given the size and weight of their products. Customers order online, and IKEA staff pull items from the warehouse, including flatpack furniture. Some locations have dedicated Click & Collect buildings separated from the showroom, speeding up the process.

#Walmart (US)

Walmart offers both in-store pickup and curbside through their app, with more than 4,700 locations supporting the service in the US. Their system lets customers see estimated pickup times by location and choose the fastest option.

#Zara

Zara's click-and-collect service integrates tightly with their app. Customers receive a QR code when their order is ready and scan it at an automated collection point in-store. The system retrieves the order robotically in some locations, reducing wait times to under 30 seconds.

#Frequently Asked Questions

#What is click and collect?

Click and collect is a retail service where customers purchase products online and pick them up at a physical store or collection point. The customer "clicks" to order on the website and "collects" the item in person. It's the most common term for this service in the UK, Europe, and Australia. In the United States, the same concept is called BOPIS (Buy Online, Pick Up In Store) or in-store pickup.

#How does click and collect work?

The process has six steps: browse and buy online, select a store for collection, receive an order confirmation with estimated collection time, wait for a "ready" notification (usually via SMS or email), visit the store's collection point, and pick up the order by showing your confirmation. Most orders are ready within one to four hours.

#Is click and collect the same as BOPIS?

Yes, functionally they are the same thing. Click and collect is the term used in the UK, Australia, and Europe. BOPIS (Buy Online, Pick Up In Store) is the term used in the United States. Both describe the process of purchasing online and collecting at a physical location. For a deep dive into the US perspective, see our BOPIS guide.

#Is click and collect free?

In the vast majority of cases, yes. Retailers don't charge for collection because the customer handles the transportation themselves. Some retailers set a minimum order value for click-and-collect eligibility, but the collection service itself is almost always free. This is one of its biggest advantages over home delivery, which typically costs between $5 and $15.

#How long does click and collect take?

Order preparation time varies by retailer but typically ranges from one to four hours for in-stock items. Some retailers, like Argos, offer collection in as little as 60 seconds for reserved items. The actual pickup process at the store takes 2 to 5 minutes. Grocery click and collect usually requires booking a collection slot, often same-day or next-day.

#What is the difference between click and collect and home delivery?

With click and collect, you go to the store and pick up your order yourself. With home delivery, a courier brings it to your address. Click and collect is faster (same-day vs. days), cheaper (usually free vs. delivery charges), and eliminates the risk of missed deliveries or stolen parcels. Home delivery is more convenient if you can't or don't want to travel to a store. Many shoppers use both depending on the situation.

#Get Started

Click and collect isn't optional for multi-location retailers anymore. Customers expect it, and the economics work decisively in your favour: higher foot traffic, lower shipping costs, larger basket sizes, and fewer returns. It's a core piece of any serious omnichannel customer experience.

The biggest gap most retailers have isn't operational, it's discoverability. If customers can't quickly find which of your locations offer click and collect, you're losing orders to competitors who make it obvious.

A store locator with service-level filtering, collection-hour display, and per-location pickup instructions turns online browsers into in-store collectors. And those collectors spend 85% more than customers who never walk through your door.

Try StoreRocket free and start showing customers where to click and collect today.