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Click and collect - statistics & facts

The click and collect service enables consumers to buy online and collect their purchases at the store or a pickup station. The service saves significant shipment charges both for retailers and consumers. Indeed, convenience was the main benefit pointed out by U.S. consumers when choosing BOPIS (buy online, pick up in store) options. Thanks to the favorable growth of omnichannel retail, sales generated through click and collect were expected to increase even before the coronavirus (COVID-19) pandemic. However, the restrictions imposed by the emergency certainly induced more consumers to place orders online and pick them up in stores, as browsing in brick-and-mortar stores was not possible. At a time where contactless shopping was required, curbside pickup gained popularity. In this case, individuals didn't have to leave their cars and could avoid entering the stores. During the 2020 holiday season’s shopping, one in two U.S. consumers used curbside pickup more than the previous year.

How is retail responding

In 2020, shoppers opted for click and collect for a variety of consumer goods categories, from groceries and home furnishing to apparel and beauty products. In the United States, click and collect was introduced by almost one in three grocery retailers, also because it was much more profitable than home delivery services. Likewise, half of apparel retail chains and a lower percentage of brand manufacturers offered curbside pickup in North America. Click and collect ensures a more flexible and usually faster in-store fulfillment of orders, as products are often already available in the physical stores. In some cases, retailers took just a few hours to notify their customers that orders were ready for pickup. Regardless of the retail sector, order fulfillment requires more efficient storage and supply chains to expand BOPIS offering in stores.

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