BOPIS: How it Works and Why You Need It

A customer browses your online store during their lunch break. They find what they need and select in-store pickup. On their way back from work, they swing by, skip the checkout lines, and grab their purchase—no shipping fees, no waiting days for delivery. 

Today’s customers expect this level of convenience, speed, and flexibility in every shopping experience. Whether they’re ordering groceries for same-day pickup or buying high-demand apparel, customers want the option to buy online and collect their purchases on their terms. Due to this, businesses are increasingly turning to buy online, pick up in-store (BOPIS) as a key fulfillment strategy.

In this article, we’ll explore how BOPIS is shaping the future of retail, from its growing adoption to its impact on consumer behavior. We’ll also dive into the steps and challenges of implementing a successful BOPIS strategy, along with emerging trends that are redefining how businesses approach in-store pickup.

What is buy online pick up in store (BOPIS)?

BOPIS is a retail fulfillment method that allows customers to purchase products online and collect them from a physical store rather than waiting for home delivery.

This approach offers the best of both worlds—the ease of online shopping with the immediacy of in-store pickup. For retailers, BOPIS is a powerful strategy that reduces shipping costs, increases foot traffic, and encourages additional purchases. For customers, it eliminates delivery wait times, saves on shipping fees, and provides greater control over when they receive their orders.

However, implementing in-store pickup comes with a unique set of challenges, like managing real-time inventory updates and ensuring an efficient in-store pickup process. Retailers must be prepared to address these complexities to deliver a smooth and efficient experience for their customers.

Why consumers prefer BOPIS

BOPIS has gained popularity among consumers due to its speed, convenience, cost savings, and even security.

Many shoppers prefer in-store pickup over standard shipping because they can avoid delays and receive their items within hours of placing an order.

Consumers also appreciate the ability to bypass shipping fees. In many cases, retailers offer exclusive discounts or promotions for in-store pickup, further incentivizing shoppers to use the service.

Security and flexibility are additional factors influencing consumer preference. With BOPIS, customers can avoid the risk of lost or stolen packages and choose a pickup time that fits their schedule. 

Recent trends and adoption

BOPIS has rapidly evolved from a convenience-driven feature to a mainstream expectation in modern retail. In recent years, adoption has surged, with over 82% of major retailers now offering in-store pickup. The service has been particularly successful in categories where customers prioritize fast access to products such as apparel, home improvement, electronics, and groceries.

The demand for BOPIS spikes during peak shopping seasons. During the holiday rush, nearly one in five online orders is fulfilled through in-store pickup, with the highest usage occurring in the final days before major holidays.

Building a successful BOPIS strategy

Successfully integrating BOPIS requires aligning digital, operational, and in-store processes to ensure a smooth customer experience. While businesses must take specific actions to optimize BOPIS, each stage comes with challenges that must be addressed.

Managing inventory accuracy

To implement BOPIS effectively, businesses need a real-time inventory tracking system that updates stock levels across online and in-store channels. Customers should only be able to purchase items for pickup if they are actually available at their selected location. Product pages should display stock availability and estimated pickup times to set clear expectations.

When stock updates are delayed or inaccurate, customer dissatisfaction and cancellations occur. This is especially difficult for retailers managing multiple locations or high turnover inventory. To minimize errors, businesses need real-time synchronization, store-level stock verification, and contingency plans—such as offering substitutions or alternative pickup locations if an item becomes unavailable.

Optimizing digital experience

A smooth BOPIS experience begins with clear pickup options integrated into the online shopping journey. The ability to select a pickup location should be visible on product pages, with estimated availability displayed before checkout. The process should be intuitive, with automated notifications confirming orders, providing pickup instructions, and alerting customers when their items are ready. 

Businesses often struggle with customer confusion if pickup options are unclear or notifications are inconsistent. Some shoppers may abandon their orders if they don’t fully understand how or when they can retrieve their purchase. To address this, retailers must ensure consistent messaging across all touchpoints, including the checkout page, email confirmations, and SMS alerts. 

Managing in-store fulfillment effectively

Fulfilling BOPIS orders efficiently requires a structured in-store process. Businesses should designate a pickup area—such as a service counter, shelves, or self-service lockers—to avoid congestion at regular checkout lines. Staff must be trained to process and organize orders quickly, using mobile scanners and tracking systems to ensure accuracy. Allocating extra resources during peak hours prevents backlogs and provides a seamless pickup experience.

However, handling BOPIS fulfillment alongside regular store operations can be challenging. Without proper planning, increased order volume can slow down in-store service, frustrating both pickup customers and in-store shoppers. To mitigate this, businesses must establish order prioritization workflows, train employees to balance in-store and online orders efficiently, and analyze peak-hour demand to adjust staffing accordingly.

Expanding pickup options

Multiple methods like curbside pickup and self-service lockers offer more flexibility and attract a broader range of customers. Allowing shoppers to modify their pickup method post-purchase can further improve their experience, while scheduling pickup slots can help manage store traffic during peak times.

Adding multiple methods, however, introduces operational complexity. Curbside pickup requires real-time coordination between staff and customers, while locker systems demand upfront investment and space allocation. If not appropriately managed, multiple fulfillment methods can lead to bottlenecks and inefficiencies.

How BOPIS works in practice

Retailers across various industries have successfully implemented BOPIS as shopping habits continue to evolve toward customer convenience. The following examples showcase how leading businesses have structured their in-store pickup solutions to meet these changing demands.

Sportland’s approach to in-store pickup

Sportland lets its customers select their pickup store directly on the product page. As customers browse a product, they see an additional call-to-action next to the standard ‘Add to Cart’ option.

Clicking the CTA opens a selection interface where customers can choose their preferred Sportland store for pickup. The interface shows stock availability at different locations, along with store hours and addresses. Sportland ensures customers have all the information they need for a smooth and convenient pickup process.

Learn more about our custom solution that made store pickup possible for Sportland.

Byggmax optimizes BOPIS with automatic store selection

Byggmax online customers can check product availability at their local store and choose in-store pickup during checkout. Real-time inventory updates ensure that stock information is always accurate, setting clear expectations for shoppers.

To enhance the experience for mobile users, Byggmax has optimized the store selection process with a store selector icon in the main navigation. When selected, a pop-up appears with the nearest store pre-filled based on the user’s location while still allowing for manual changes. The pop-up also displays key store details, including operating hours and contact information.

Read more about delivering a unified customer shopping experience for Byggmax.

Real-time availability and flexible pickup options at REI Co-op

Outdoor retailer REI focused on making BOPIS more flexible by giving customers the option to choose between in-store and curbside pickup throughout the shopping journey. REI’s product pages allow shoppers to see real-time stock levels at their selected location, while the checkout process emphasizes expected pickup times to set clear expectations.

REI also lets their customers choose between in-store pickup and delivery directly on the product page, displaying estimated pickup and delivery times. Additionally, customers can update their store selection if an item is unavailable at the store they initially chose.

Target educates customers with a dedicated landing page

Target recognized that some customers were unfamiliar with in-store pickup and created a dedicated landing page explaining how BOPIS works. The page includes a step-by-step guide on selecting pickup at checkout, receiving pickup notifications, and retrieving orders in-store or via curbside pickup.

To encourage additional purchases, Target also integrated personalized product recommendations on the landing page, showing frequently bought items based on the customer’s selected order.

JYSK connects online shopping with in-store convenience

JYSK Canada’s BOPIS implementation offers a shopping process that begins online and leads the customer to their nearest store. Customers are prompted to choose a pickup location through an intuitive store locator that suggests the nearest JYSK store based on their geographic location.

At the store, customers can use the JYSK app to navigate the store layout, locate products, and verify stock availability in real time. If customers choose to shop more during their visit, the app assists in creating a seamless link between online browsing and in-store purchasing, encouraging repeat visits.

Read more about our omnichannel solution for JYSK’s 50+ stores across Canada.

scandiweb’s approach to implementing BOPIS

Implementing in-store pickup is a process uniquely tailored to each individual business based on industry, customer needs, and available resources.

While the BOPIS strategy is tailored to each business, our team follows a proven optimization approach to drive growth. scandiweb’s process includes gathering business requirements, designing UX/UI, conducting user testing, and handling full implementation. 

Step 1: UX wireframes

scandiweb begins with an alignment session with stakeholders to define business requirements, technical constraints, and the desired BOPIS functionality. If any requirements are missing, additional research is conducted to fill the gaps before moving into UX/UI design and development.

Once the requirements are set, we create high-fidelity UX wireframes that outline the structure, layout, content, features, and key functionalities. These wireframes help identify potential usability issues early, with each of them including notes on expected element behavior, planned extensions, and technical challenges.

Step 2: UX/UI designs

We develop the final UI & UX design based on the confirmed wireframes and company brand guidelines. This phase focuses on the visual representation, ensuring a user-friendly and consistent experience across desktop and mobile.

The design phase includes a pattern library of interface elements, finalized layouts, and detailed documentation of intended behavior. Each element is refined to create an intuitive shopping and pickup experience before moving into development.

Step 3: Final design and user testing

We test the BOPIS journey on both desktop and mobile to see how real users interact with the design and identify any issues. This helps catch and fix problems before the final rollout.

The results are compiled into an executive summary with key insights like task success completion rates, user behavior patterns, and design feedback. From there, we make any UX/UI adjustments needed to ensure a smoother and more intuitive experience.

Step 4: Implementation

Once the wireframes are complete, the support team estimates the scope of work needed to implement BOPIS. After getting approval from stakeholders, the development team moves forward with the build. Once the scope of work has been defined, the development team begins the estimation process and proceeds with implementation.

Conclusion

In today’s modern retail environment, your business should look to bridge the gap between online and in-store experiences. BOPIS is no longer just a convenience—it’s an expectation. 

However, making BOPIS work requires more than just offering the service. Retailers need a smooth fulfillment process and customer-friendly experience to deliver on shopping demands. If these elements aren’t properly implemented, BOPIS can quickly become a source of frustration rather than a competitive edge.

Whether you’re implementing BOPIS for the first time or looking to improve an existing system, now is the time to ensure a smooth pickup process for your shoppers. Get BOPIS right today, and your customers will keep choosing your business for years to come.

Looking to increase in-store traffic and customer satisfaction? Schedule a free consultation to explore the necessary steps for seamless BOPIS integration.

Share on: