Omnichannel retail is shaping customer expectations, with more shoppers seeking convenience and speed. Among the options available, the BOPIS strategy – buy online, pick up in store – is emerging as a popular solution meeting the expectations of both customers and retailers. Approximately 9.64% of e-commerce revenue comes from BOPIS purchases, and experts estimate that BOPIS retail sales could reach $335.9 billion by 2030. These numbers highlight the enormous potential of BOPIS in e-commerce and the need for retailers to adopt this approach to meet evolving demands while creating stronger customer connections.
what is BOPIS, and how does it work
BOPIS (buy online, pick up in store) combines the convenience of online shopping with instant access to the products. It gained popularity during the pandemic when contactless delivery was the only way to conduct business. The key steps in the BOPIS process are:
- Customers place an order via the website or app.
- The order management system receives the order, initiating order processing.
- The store prepares the order for pickup or ships it to the selected store.
- Customers receive a notification when the order is ready and complete pickup at the designated area.
This approach allows retailers to integrate online and offline channels seamlessly, improving both speed and customer satisfaction.
why customers and retailers are choosing the BOPIS strategy
The success of BOPIS in e-commerce relies on the value it creates for both customers and retailers. While shoppers gain greater convenience, businesses benefit from stronger sales and loyalty.
benefits for customers
An effective BOPIS strategy offers customers far more than convenience; it transforms their shopping journey, making it faster, safer, and more cost-effective. Its benefits for customers include:
- Convenient and time-saving shopping experience.
- Immediate product availability without waiting for shipping.
- Flexible pickup times to suit personal schedules.
- Contactless experience for safety and convenience.
- Lower or no shipping costs, improving affordability.
- Greater selection visibility, supporting informed decision-making.
benefits for retailers
For retailers, the value of BOPIS in e-commerce lies in its ability to simultaneously meet customer expectations and operational efficiency goals. It allows retailers to:
- Drive in-store traffic and cross-selling opportunities.
- Reduce shipping costs while ensuring faster fulfilment.
- Strengthen customer loyalty and satisfaction.
- Improve inventory visibility and management.
- Enhance the overall customer experience with integrated omnichannel fulfilment.
- Support higher conversion rates and larger basket sizes.
challenges in implementing BOPIS in e-commerce operations
While the benefits of BOPIS in e-commerce are clear, implementing it presents challenges. Retailers face both operational and technological barriers that can affect speed, accuracy, and customer satisfaction. Addressing these challenges early is critical to building a reliable and scalable BOPIS strategy.
Some of the key challenges retailers must navigate include:
- Managing limited in-store space for order preparation and pickup.
- Synchronising inventory across online and physical channels in real time.
- Building capital for upfront investment in technology, staff training, and infrastructure.
- Ensuring customers are aware of BOPIS options and benefits.
- Integrating order management, inventory management, and e-commerce platforms.
- Maintaining consistent service speed and customer experience across channels.
- Aligning supply chain logistics to support rapid fulfilment.
Addressing these challenges requires both strategic planning and the right technology to ensure seamless execution. Retailers can overcome these implementation challenges for BOPIS in e-commerce by leveraging technology and operational expertise. Infosys BPM offers end-to-end e-commerce services, including omnichannel integration, inventory management, and order fulfilment optimisation, helping businesses implement an effective BOPIS strategy while improving customer experience.
implementing an effective BOPIS strategy
Implementing BOPIS successfully goes beyond adding a pickup option at checkout. Retailers must take a structured approach that blends customer insights, technology, and operational excellence. They need to:
- Understand customer behaviour and preferences: Analysing purchase patterns, location trends, and preferred fulfilment methods helps tailor BOPIS in e-commerce offerings to real needs.
- Strengthen inventory and order management: A centralised order management system keeps inventory data synchronised across stores and online channels, ensuring accurate stock visibility and faster fulfilment.
- Leverage technology for seamless operations: Digital tools, mobile apps, and automated notifications enable real-time updates and smooth order tracking for both retailers and customers.
- Streamline the in-store pickup process: Clear signage, dedicated pickup counters, and curb-side options reduce wait times and deliver a frictionless collection experience.
- Enhance the customer journey: Flexible checkout options, optimised product pages, pre-filled details, and smooth payments create a convenient and consistent experience.
- Apply AI and analytics for smarter decisions: AI supports demand forecasting, personalisation, dynamic pricing, and automated service, enabling efficiency and deeper customer engagement.
- Build clear and customer-friendly digital touchpoints: Dedicated BOPIS landing pages, optimised local store pages, and visible pickup options strengthen awareness and ease of use.
- Train and align store and service teams: Educating associates and customer service teams ensures consistent, reliable execution of the BOPIS strategy across all locations.
- Monitor performance and adapt continuously: Tracking KPIs, collecting customer feedback, and running tests allow retailers to refine and future-proof their BOPIS strategy.
conclusion
A well-executed BOPIS strategy bridges online convenience with offline immediacy, creating a seamless experience for today’s demanding customers. The model not only improves operational efficiency but also builds long-term customer loyalty and competitive strength. Retailers who prioritise technology, data-driven insights, and team readiness can unlock the full potential of BOPIS in e-commerce. With customer expectations continuing to rise, adopting and refining this model positions retailers for sustainable growth in an increasingly omnichannel retail environment.
