BOPIS Meaning: How Buy Online, Pick Up In-Store Works
by Jaidyn Farar
The world of ecommerce shipping is filled with acronyms, some familiar and others less so. If you’ve ever wondered, “What is BOPIS, and how does it work?” you’re in the right place! In this article, we’ll define the term and explain the benefits of BOPIS for sellers and shoppers alike.
BOPIS meaning
The acronym BOPIS stands for buy online, pick up in-store, and it means just that: a customer purchases a product online, then picks it up at a brick-and-mortar store. This fulfillment method is also known as click-and-collect.
BOPIS is convenient for both sellers and consumers. On the seller side, it saves money on shipping costs and often leads to repeat business. For consumers, it combines the convenience of online shopping with the instant gratification of in-store shopping—there’s no need to wait days for a package to arrive.
If you have physical stores, offering a buy online, pick up in-store option is a great way to gain and retain customers. BOPIS is rising in popularity, and organizations that embrace it are reaping the benefits.
- One survey of U.S. shoppers found that over half (68%) have made multiple BOPIS purchases.
- In a survey of large retailers, 28.8% of respondents reported that BOPIS orders accounted for between 21% and 30% of online revenue.
What’s the difference between BOPIS and curbside pickup?
Curbside pickup fits under the wider umbrella of BOPIS. When a customer chooses the curbside pickup option, they don’t need to walk into the store to pick up their order; instead, an employee brings it to their car.
How does buy online, pick up in-store (BOPIS) work?
BOPIS has three main stages: the customer places an order, it’s fulfilled at a store, and they pick it up when it’s ready. Let’s look at the process in a bit more detail:
- Order. The customer places an online order. Instead of choosing a shipping option, they choose their preferred pickup location.
- Fulfillment. The business fulfills the order at the store. If an item is available, a worker locates, picks, and packs it. If something isn’t available, they order it from a nearby store or distribution center.
- Pickup. Once the customer receives word that their order is ready (usually via an email or text message), they pick it up at the store.
BOPIS is an important element of an omnichannel fulfillment strategy. In an episode of the Unboxing Logistics podcast, Kylie Schafer, practice lead at Summit Advisory Team, explains what omnichannel fulfillment is and where BOPIS fits in:
“What makes [a fulfillment strategy] omnichannel … is crossing over between [sales] channels. … It's being able to fulfill for the customer, regardless of where they started interacting with you. So, maybe that customer comes to your website, but the stock is in the store around the corner from them. They can pick it up, you can ship it to them from the store, whatever that looks like.”
Watch the full podcast episode to learn more about omnichannel commerce.
Benefits of BOPIS for businesses
By incorporating BOPIS into your selling strategy, you can boost efficiency, reduce shipping costs, and increase revenue.
1. More efficient fulfillment
BOPIS allows businesses to fulfill orders from nearby stores, getting products to customers faster while keeping stock moving. With store employees handling order fulfillment, you free up space and labor at dedicated fulfillment centers.
BOPIS also helps reduce packaging waste; since products aren’t at risk of damage due to rough handling, they don’t need to be packed in sturdy boxes with filler material.
2. Reduced shipping costs
Last-mile delivery is one of the most expensive logistics processes—but with BOPIS, you don’t have to worry about it.
Rather than paying high carrier rates (often with pesky surcharges layered on top), you simply prepare orders at the store and the customer takes care of transportation.
Of course, even businesses that offer BOPIS still ship packages to customers—that’s the nature of ecommerce. To save on last-mile shipping, consider using a shipping API like EasyPost to simplify carrier integrations and access discounted rates.
3. Higher conversion rate
For many customers, having a BOPIS option is an important part of their shopping decisions. In fact, 50% of people have decided where to shop online based on whether or not they could pick up in-store. Offering BOPIS as a fulfillment option can help you increase conversions and decrease cart abandonment.
4. Increased foot traffic
BOPIS brings people to your physical stores, helping to increase sales and boost revenue.
It’s true that some BOPIS customers will grab their order and go; however, others will stick around to browse. Odds are, these customers will end up making another purchase, whether it’s something they just remembered they needed or something that happened to catch their eye.
5. Greater customer loyalty
Increased foot traffic doesn’t just boost revenue in the short term; it can also promote long-term brand loyalty. Eighty-five percent of shoppers say in-store experiences are “very important” or “important,” and 92% say that a positive in-store experience makes them more likely to come back.
Even if customers don’t linger in stores, BOPIS is still a great tool to increase loyalty. When you give people the flexibility to shop in the way that’s most convenient for them, you leave a lasting positive impression.
The result? Next time they need something, they’ll think of your store first.
Benefits of BOPIS for customers
We’ve touched on a few reasons why BOPIS appeals to consumers, but this section will dive deeper into three specific benefits: convenience, the in-store experience, and security.
1. Convenience
Having an order shipped right to your door is very convenient—until it’s not.
In some situations, shipping can be less convenient for your customers. For example, someone finishing up last-minute vacation preparations might not be able to wait several days for a package to arrive. And for time-sensitive purchases, such as birthday or holiday gifts, a customer may not want to risk unexpected shipping delays.
BOPIS provides the perfect solution, allowing shoppers to control the timeline of their purchases more closely.
2. In-store experience
While online shopping is a good way to discover and purchase new products, many consumers still value an in-store experience. But in-store shopping can be risky; there’s nothing worse than going to the store to buy something only to realize it’s out of stock.
With BOPIS, customers can make sure the exact product they want is available, and they also have the option to browse the store.
3. Security
In addition to high costs and potential delays, last-mile shipping poses other risks, including package loss, damage, and theft. When customers pick their orders up, they eliminate these risks (and the ensuing headache of resolving delivery issues). This makes BOPIS a great option for high-value or fragile purchases.
Create the perfect fulfillment strategy
BOPIS boosts sales, reduces costs, and provides a convenient, secure shopping experience for buyers. But what about people who live far away from physical stores, have difficulty getting around, or simply prefer to have orders delivered to their homes?
To cater to the needs of these customers, you need a solid shipping strategy—one that lets you send packages quickly, efficiently, and affordably. That’s where EasyPost comes in.
EasyPost is a shipping API that provides fast integrations with over 100 national and regional carriers. You can automatically verify addresses, track packages, purchase shipping insurance, and more. When shoppers don’t choose BOPIS, EasyPost is the best way to make sure packages arrive on time and intact.
Speak with our shipping experts to learn more.