What is click and collect?
Click and collect, also called “buy online, pick up in store” (BOPIS), lets customers order online and collect the order from a store, a locker or a pickup point, instead of waiting for home delivery. It is a key part of omnichannel retail.
Core principle: Click and collect combines the choice of online shopping with the speed and certainty of a store, and saves the cost of the last mile.
How click and collect works
- The customer chooses a pickup location at checkout.
- The order is picked from store stock or sent from a warehouse to the store.
- The customer gets a message when the order is ready, often with a pickup code.
- The customer collects the order, and staff or the locker confirm the handover.
Click and collect vs home delivery
| Click and collect | Home delivery | |
|---|---|---|
| Cost for the shop | Lower: no last-mile delivery | Higher |
| Speed | Same day from store stock | Usually next day or later |
| Failed deliveries | None | Possible failed delivery attempts |
| Extra sales | Customers often buy more in store | No |
| Convenience | Customer must travel | Delivered to the door |
Click and collect for online-only brands
Brands without stores can offer a similar experience with parcel lockers and pickup points, which most European carriers support at checkout. Customers collect when it suits them, and the shop avoids failed deliveries.
Example: A sports retailer with 20 stores lets customers reserve online and collect in two hours from store stock. One in four click-and-collect customers buys something extra when they pick up.
Frequently asked questions
What does click and collect mean?
Ordering online and picking up the order from a store, locker or pickup point.
Is click and collect the same as BOPIS?
Yes. BOPIS stands for “buy online, pick up in store”, a common name for click and collect.
Is click and collect free?
Usually yes for the customer, because the shop saves the cost of home delivery.
