Click and Collect
Click and Collect (also called BOPIS — Buy Online, Pick up In Store) is a fulfilment model in which customers order online and collect the goods themselves from a store, locker or designated pickup point, rather than having them delivered to their door. It combines the convenience of online ordering with the immediacy and zero delivery cost of in-person collection.
Click and collect appeals to both customers and retailers: customers get flexibility, often faster availability and no delivery fee (and can combine collection with a store visit); retailers save last-mile delivery cost, drive store footfall, and use existing store stock and space as fulfilment infrastructure. It relies on accurate inventory visibility and efficient in-store or dark-store fulfilment to have orders ready reliably. A close relative is curbside pickup. Click and collect is a key part of omnichannel retail, bridging the online and physical worlds, and it eases the last-mile burden by shifting the final leg to the customer. It illustrates how fulfilment models are diversifying to balance cost, speed and convenience.
Click and collect sidesteps the costliest, hardest part of e-commerce — the last mile — by letting the customer fetch the order, while driving store footfall and using existing stock as fulfilment. It is a cornerstone of omnichannel retail, and its reliance on accurate inventory visibility shows why unified stock data is so valuable to modern retailers.
What does BOPIS mean?
Buy Online, Pick up In Store — another name for click and collect, where customers order online and collect in person.
Why do retailers offer click and collect?
It saves last-mile delivery cost, drives store footfall, and uses existing store stock and space as fulfilment infrastructure.