Buy Online, Pick Up In-Store (BOPIS)

A retail service that allows customers to order products online and pick them up at a physical store location, offering convenience and potentially reducing shipping costs.

What is Buy Online, Pick Up In-Store (BOPIS)?

Buy Online, Pick Up In-Store (BOPIS) allows customers to shop online and collect their purchases from a physical store. It offers convenience, faster fulfilment, and potential cost savings. However, challenges include inventory inaccuracies and potential customer dissatisfaction if items are not readily available.

How BOPIS works

  • Online Ordering: Customers browse products and place orders through a retailer's website or mobile app. They can choose the desired items, quantities, and pickup location.

  • Store Preparation: After receiving the order, the retailer prepares the items for pickup. This may involve locating the products in-store, packaging them, and ensuring they are ready for customer collection.

  • Notification: Once the order is ready, the customer receives a notification, often via email or text message, informing them that their items are available for pickup. The notification may include instructions on where to go and what identification to bring.

  • Store Pickup: The customer visits the designated store location and proceeds to the designated pickup area or counter. They provide their order confirmation or identification to verify their identity and collect their items.

  • Key Points:

  • Convenience: BOPIS offers customers the flexibility to shop online at their convenience and then conveniently pick up their purchases when it suits them.

  • Faster Fulfilment: Customers can avoid waiting for delivery by picking up their items from a nearby store, potentially saving time.

  • Potential Cost Savings: Some retailers may offer discounts or incentives for choosing BOPIS, such as waiving shipping fees, which can save customers money.
It's important to note that the specific implementation and policies of BOPIS can vary between retailers, so it's advisable to review the retailer's guidelines and instructions for a smooth experience.

Pros of BOPIS

  1. Convenience: BOPIS provides customers with the convenience of shopping online and picking up their purchases at a physical store. This eliminates the need for shipping and allows customers to avoid waiting for deliveries, making it a convenient option for those who want their items quickly.
  2. Time-saving: BOPIS can save customers time compared to traditional shopping methods. Instead of browsing through aisles and waiting in checkout lines, customers can pre-select their items online and simply pick them up from the store. This streamlined process can be especially beneficial for busy individuals or those with tight schedules.
  3. Cost-effective: BOPIS can help customers save on shipping costs. Many retailers offer free in-store pickup, allowing customers to avoid shipping fees associated with home delivery. Additionally, customers can take advantage of any available online discounts or promotions while still enjoying the convenience of picking up their items in-store.

Cons of BOPIS

  1. Limited availability: Not all retailers or products may offer BOPIS as an option. Availability can vary depending on the retailer's infrastructure, inventory management, and store locations. This limitation can restrict the convenience and accessibility of BOPIS for certain customers.
  2. Inconvenience for some customers: While BOPIS can be convenient for many customers, it may not suit everyone's preferences or circumstances. Some customers may prefer the convenience of home delivery or may not have the means to pick up their purchases from a physical store due to distance or transportation limitations.
  3. Potential for inventory discrepancies: BOPIS relies on accurate inventory management to ensure that the items customers purchase online are available for pickup in-store. However, there is a potential for inventory discrepancies and situations where the desired item is not actually available or out of stock when the customer arrives at the store. This can lead to frustration and inconvenience for the customer.


Below you will find answers to common questions
How can we promote BOPIS to our customers effectively?
To promote BOPIS effectively, retailers can utilize various marketing channels such as email newsletters, social media, and website banners. They can highlight the benefits of BOPIS, such as saving on shipping costs, faster fulfilment, and the convenience of picking up orders at a nearby store. Offering incentives like exclusive discounts or rewards for choosing BOPIS can also encourage customer adoption.
How can we ensure a smooth and efficient BOPIS process in our stores?
Ensuring a smooth BOPIS process requires proper store operations and staff training. Retailers should establish clear procedures for order fulfilment, including designated pickup areas or counters. They can implement technology solutions like dedicated BOPIS kiosks or mobile apps for order tracking and easy check-in upon arrival. Additionally, providing training to store associates on handling BOPIS orders, managing customer expectations, and addressing any issues that may arise is crucial for a positive BOPIS experience.