Why Customers are Choosing BOPIS

At the height of the pandemic in 2020, demand for Buy Online, Pick-up In-store (BOPIS) options increased by over 200%.  Now, more than a year later, customer adoption and repeated use of BOPIS is still going strong and recent surveys show that’s not changing any time soon. 

Just how popular is BOPIS with shoppers?

While their initial motivation may have been COVID-related, consumers appear to be hooked on these services!


of US Shoppers have tried BOPIS at least once.


said BOPIS improved their shopping experience.


said BOPIS influenced where they shopped


2020 click and collect sales growth over 2019

Even those who haven’t tried BOPIS are interested.


  • Picking up at register/inside store. 78% 78%
  • 88% 88%
  • Curbside Pick-up 43% 43%
  • 81% 81%
  • Trunk Delivery 32% 32%
  • 74% 74%
  • Locker Pick-up 28% 28%
  • 63% 63%

Why are customers gravitating to BOPIS services?

The top 5 reasons that customers gave for preferring to shop online and pick-up at a store.

  • It’s more convenient. 50% 50%
  • To avoid going inside store. 47% 47%
  • To save time. 46% 46%
  • Avoid paying for shipping/delivery 45% 45%
  • Wanted the product that day. 35% 35%

Convenience is Key.

A recent National Retail Federation survey showed the value that customers place on convenience.


said that shopping convenience is more important to them than 5 years ago


have backed out of a purchase because it was inconvenient


said convenience influenced at least half of their purchases


said they would choose a retailer based on convenience


rated all BOPIS services as convenient.

Shoppers say they are willing to pay more for convenience for these types of purchases.

  • Groceries 66% 66%
  • Clothing 61% 61%
  • Electronics 59% 59%
  • Personal Care 58% 58%
  • Pet Supplies 58% 58%

Grocery Goes Multichannel

Mobile Grocery Sales

According to the 2021 Zebra Shopper Study, mobile grocery orders – from smartphones and tablets – have increased and shoppers intend to continue using these services.


Current Usage


Likely to Use in the Future

Click & Collect Grocery Sales

Insider Intelligence reports that the percentage of shoppers who used BOPIS/click & collect to buy groceries rose dramatically in 2020 and they predict it will continue to increase.


of shoppers in 2019


of shoppers in 2020


of shoppers in 2022 - projected

The Biggest Challenges for Retailers

While implementing and managing new BOPIS systems, retailers can run into some roadblocks. When retailers were asked about their biggest concerns, logistics and inventory management topped the list.


Logistics and Inventory Tracking


Managing and Training Staff


Customer Information Security


Return on Investment

Benefits for Retailers

While parts of implementing a BOPIS system can be challenging, there are also many added benefits for retailers. BOPIS systems are some of the most profitable omnichannel services.

BOPIS shoppers tend to spend more. In grocery, click and collect basket size averaged 44% more than in-store, and over 56% more than home delivery. Eighty-five percent of people say they’ve made additional purchases while at the store picking up their orders, and 15% say they do so regularly.


larger average grocery Click & Collect basket size over in-store.


of BOPIS shoppers made additional in-store purchases while picking up.

BOPIS is here to stay.

Overall, it’s clear that BOPIS isn’t just a passing trend.  Shoppers love it – most use it and intend to continue, they’re hooked on the convenience – and retailers will benefit from it. An efficient BOPIS system will increase sales and customer loyalty and help retailers stay competitive with not only other brick-and-mortar stores, but also online merchants.


Optical Phusion, Inc. can help!

OPI Click & Collect solutions can help retailers face all of these challenges and implement a convenient BOPIS system, or streamline an existing system, to meet the demands of shoppers. Visit our Click & Collect Solutions page to learn more.