As shoppers demand quicker, smarter retail experiences, Buy Online, Pick Up In Store (BOPIS) offers a powerful blend of digital convenience and in-store immediacy—helping retailers drive sales, improve efficiency, and stay ahead in a competitive market.
Published on Jun 30,2025 at 1:34 PM | Updated on Dec 16,2025 at 11:39 AM

In today’s fast-paced world, consumers increasingly expect shopping experiences that combine digital ease with real-world immediacy. Buy Online, Pick Up In Store (BOPIS) has rapidly become a cornerstone of modern retail by offering precisely that. This hybrid model allows customers to browse and purchase online before collecting their items at a physical store, avoiding shipping fees and long delivery wait times. Whether buying groceries during a lunch break or collecting electronics ordered at midnight, shoppers enjoy a seamless and flexible experience tailored to their lifestyle. The BOPIS market is set to hit €74.4 billion by the end of 2025, and with a Compound Annual Growth Rate (CAGR)of 15%, it is projected to exceed €227.6 billion by 2033, underscoring its enormous potential and staying power in the retail ecosystem.

The increasing adoption of BOPIS is driven by widespread smartphone and internet access, making it easier than ever to shop online. At the same time, retailers are investing in real-time inventory management systems, improving in-store logistics and ensuring that orders are ready when customers arrive. As BOPIS expands across categories such as clothing, home goods, electronics, and groceries, it also helps retailers boost loyalty through rewards programmes and enhanced customer service touchpoints. It’s not just a temporary trend—it’s reshaping the way we shop.

The inner workings of BOPIS and why it works

The BOPIS process is straightforward. Customers shop online, choose “pick up in store” at checkout, and select a preferred location. Real-time inventory systems confirm availability, and once ready, orders can be collected, often within the same day, and without even leaving their vehicle if curbside pick-up is available.

This click-and-collect model benefits everyone. For customers, it offers convenience, control, and speed. For retailers, BOPIS increases both online and foot traffic, boosts operational efficiency, and offers more chances to cross-sell. For example, a customer collecting a barbecue grill might receive a follow-up email recommending garden furniture or summer party essentials. These additional touchpoints enhance the customer journey and can drive incremental sales.

Retailers also benefit from reduced shipping costs and better inventory turnover, as items are moved quickly from warehouse to store to customer. In-store collection creates upselling opportunities—many consumers make additional purchases when they visit a store to pick up an item. BOPIS can also reduce cart abandonment rates by offering customers a faster, cheaper fulfilment option. Furthermore, it enables stronger customer relationships, as shoppers engage with the brand across multiple channels. All these factors contribute to improved customer loyalty and provide a competitive edge over online-only retailers.

Challenges and the road ahead

Despite its advantages, BOPIS comes with operational challenges. The most pressing is inventory accuracy. When online and in-store sales draw from the same stock, keeping real-time data synchronised is vital. Missteps can lead to stockouts and disappointed customers. Another issue is staffing: fulfilling orders quickly and managing curbside delivery or in-store pick-up points requires a trained, responsive team. Retailers must balance these resource demands with cost-efficiency and customer satisfaction.

Another variant, ROPIS (Reserve Online, Pick Up In Store), presents its own hurdles. Since customers don’t prepay, there's no guarantee of a sale—yet the effort to prepare and reserve stock is the same. To mitigate this, stores must create enticing in-store experiences to convert these reservations into purchases.

Looking ahead, technology will play an increasingly central role in shaping the BOPIS experience. AI-powered stock prediction, augmented reality product previews, and smart lockers for self-collection are already being explored. Retailers that want to stay ahead will need flexible eCommerce platforms and order management systems that offer full inventory visibility and support agile fulfilment strategies.

Ultimately, BOPIS exemplifies the evolution of retail in response to modern consumer demands. It bridges digital and physical retail, turning stores into fulfilment hubs and redefining customer convenience. For retailers, BOPIS is a necessity in the race to remain competitive in an omnichannel world.