A retail service where customers order products online and pick them up at a physical store location, combining the convenience of online shopping with the immediacy of in-store purchases.

What is Click-and-Collect?

Click-and-Collect, or Buy Online, Pick Up In-Store (BOPIS), is a retail model where customers order products online and collect them at a physical store location. Customers choose the store during online checkout, receive a notification when the order is ready, and pick it up at a designated counter in the store. It offers convenience, faster fulfilment, and the potential for increased in-store sales for retailers.

How Click-and-Collect works

  • Online Order Placement: Customers browse products on the retailer's website or mobile app and select the items they want to purchase. They proceed to the checkout process and choose the Click-and-Collect option.

  • Store Selection: During the checkout process, customers select a specific store location where they want to collect their order. This could be the nearest store or a preferred location.

  • Order Preparation: Once the order is placed, the retailer's staff receives the order details and begins preparing it for pickup. They gather the items from the store inventory and ensure they are ready for collection.

  • Notification: The customer receives a notification, usually via email or SMS, when the order is ready for pickup. The notification includes details such as the pickup location, designated counter, and any additional instructions.

  • In-Store Pickup: The customer visits the selected store and proceeds directly to the designated Click-and-Collect counter or customer service area. They provide their order details or show the order confirmation, and the staff verifies their identity.

  • Product Handover: The retailer's staff retrieves the prepared order and hands it over to the customer. The customer may be required to sign or acknowledge the receipt of the items.

  • Additional Purchases: While in the store for order pickup, customers often have the opportunity to browse and make additional purchases. This can result in increased sales for the retailer.

  • Returns and Exchanges: Some retailers also allow customers to return or exchange items at the Click-and-Collect counter, providing added convenience for customers.
Overall, Click-and-Collect combines the convenience of online shopping with the immediate fulfilment of in-store pickup, offering customers flexibility and a seamless shopping experience.

Pros of Click-and-Collect

  1. Convenience and Flexibility: Click-and-Collect provides customers with the convenience of shopping online and the flexibility to pick up their purchases at a time and location that suits them. It eliminates the need for waiting for deliveries and allows customers to avoid potential delivery delays or missed packages.
  2. Faster Fulfilment: Click-and-Collect offers faster fulfilment compared to traditional shipping methods. Customers can often collect their orders on the same day or within a few hours, depending on the retailer's processes and availability. This is particularly beneficial for customers who need their items urgently or prefer immediate gratification.
  3. Cost Savings: Click-and-Collect can save customers money by eliminating shipping fees that are typically associated with home deliveries. Customers can enjoy the convenience of online shopping without incurring additional costs, making it an attractive option for budget-conscious shoppers.

Cons of Click-and-Collect

  1. Limited Availability: Not all retailers offer Click-and-Collect as a fulfilment option. This means that customers may not have the opportunity to use this service for all their online purchases, limiting their options and convenience.
  2. Inconvenient Pickup Locations: Some retailers may have limited or inconvenient pickup locations, making it inconvenient for customers to collect their orders. This can be a barrier for customers who do not live or work near the designated pickup locations.
  3. Potential Delays and Waiting Times: Although Click-and-Collect offers faster fulfilment compared to traditional shipping, there may still be potential delays or waiting times involved. This can occur if the retailer experiences high order volumes or if there are logistical challenges in processing and preparing the orders for pickup.


Below you will find answers to common questions
How can implementing Click-and-Collect benefit my retail business?
Implementing Click-and-Collect can benefit your retail business in several ways. Firstly, it can increase customer convenience and satisfaction by offering them the flexibility to shop online and pick up their orders at a convenient location. This can attract more customers and drive repeat business. Secondly, Click-and-Collect can help reduce shipping costs and improve operational efficiency since customers handle the last-mile delivery themselves. Lastly, it can lead to additional in-store purchases as customers visit your physical location to collect their orders, potentially boosting sales and cross-selling opportunities.
How can I ensure a seamless Click-and-Collect experience for my customers?
Ensuring a seamless Click-and-Collect experience involves several key considerations. Firstly, provide clear and accurate product information, availability, and pickup timeframes on your website or app. This helps manage customer expectations and reduces the likelihood of order issues. Secondly, have a streamlined order fulfilment process to ensure orders are ready for pickup on time. This may involve efficient inventory management and dedicated staff for order preparation. Lastly, have a well-organised and easily accessible pickup area in your store with clear signage and designated staff to assist customers. Providing clear communication and notifications about order status and pickup instructions also helps enhance the overall experience.