What is BOPIS (Buy Online, Pickup in Store) in Retail?

What is BOPIS (Buy Online, Pickup in Store) in Retail?

BOPIS, or Buy Online, Pickup in Store, is a retail strategy that merges the convenience of online shopping with the immediacy of in-store pickup. This approach has gained significant popularity among consumers seeking a swift, hassle-free shopping experience. It allows customers to browse and purchase products online at their leisure and collect their orders from a physical store location, often within the same day. Ecomerce BOPIS not only caters to the modern shopper's demand for speed and convenience but also provides retailers with a powerful tool to increase foot traffic and enhance customer satisfaction.

What is a BOPIS order?

What is a BOPIS order

BOPIS, or Buy Online, Pick Up In Store, is basically a click and collect stores model where the retail strategy allows customers to purchase items online and then pick them up at a physical store location, blending the convenience of online shopping with the immediacy of in-store pickup. It addresses the modern shopper's desire for speed, convenience, and flexibility, eliminating the wait for shipping and the uncertainty of delivery times. For retailers, BOPIS offers a way to drive in-store traffic, reduce shipping costs, and enhance customer satisfaction. This approach also encourages additional in-store purchases during pickup. As e-commerce continues to evolve, BOPIS stands out as a practical solution catering to the changing needs and preferences of both consumers and businesses alike.

How Does BOPIS Work for Customers?

How Does BOPIS Work for Customers

BOPIS, an acronym for Buy Online, Pickup in Store, is reshaping the retail landscape by offering customers a blend of online convenience and immediate gratification. This retail strategy allows shoppers to browse and purchase products online, then collect their orders at a physical store location, often within the same day. Here’s a closer look at how BOPIS enhances the shopping experience:

  • Convenience: BOPIS eliminates the wait associated with traditional online shopping deliveries, offering a quick and convenient way for customers to get their purchases.
  • Cost Savings: By picking up orders in-store, customers can save on shipping costs, making it an economical choice for budget-conscious shoppers.
  • Flexibility: Customers enjoy the flexibility of shopping online at any time and the option to pick up their items at a store at a time that suits them best.
  • Immediate Satisfaction: BOPIS caters to the immediate needs of customers, providing a solution for last-minute purchases or the urgency of obtaining an item on the same day.
  • Safety and Efficiency: Especially relevant in times of health concerns, BOPIS minimizes contact and can offer a safer alternative to traditional shopping methods.

How does it benefit retailers when customers order products online but pick them up in the store?

The retail landscape has been significantly transformed by the integration of online shopping with traditional brick-and-mortar stores, particularly through the adoption of the Buy Online, Pick Up In Store (BOPIS) model. This innovative approach bridges the gap between online convenience and in-store engagement, offering unique benefits to retailers. Here’s how:

  1. Increased Foot Traffic: BOPIS encourages customers who might otherwise shop entirely online to visit physical stores, potentially leading to additional in-store purchases.
  2. Reduced Shipping Costs: By having customers pick up their orders in-store, retailers can save on shipping and handling fees associated with home delivery.
  3. Improved Inventory Management: BOPIS allows retailers to better manage their inventory by leveraging their physical stores as distribution centers, thus reducing the likelihood of stockouts or overstock situations.
  4. Enhanced Customer Experience: Customers enjoy the convenience of shopping online at their own pace and the immediacy of in-store pickup without waiting for delivery. This flexibility can improve customer satisfaction and loyalty.
  5. Competitive Advantage: Offering BOPIS can differentiate a retailer from competitors who do not offer this option, making them more attractive to consumers looking for convenience and flexibility.
  6. Streamlined Operations: The BOPIS model encourages retailers to integrate and streamline their online and offline operations, leading to more efficient processes across the board.

How to grow your BOPIS business?

Embracing the BOPIS (Buy Online, Pickup in Store) model has become a pivotal strategy for retailers aiming to merge the convenience of online shopping with the immediacy of physical stores. As consumer preferences evolve towards more flexible and efficient shopping experiences, mastering the art of BOPIS can significantly contribute to your business's growth. This approach not only caters to the modern consumer's demand for convenience but also drives additional foot traffic to your physical locations, offering a unique opportunity to enhance in-store engagement and cross-selling.

To successfully grow your BOPIS business, it's crucial to:

  1. Optimize Your Online Presence: Ensure your website is user-friendly, with clear information on BOPIS options. A seamless online shopping experience is the foundation of a successful BOPIS strategy.
  2. Streamline the Pickup Process: Develop a fast, efficient system for order pickups. Consider dedicated parking spots, clear signage, and a streamlined checkout process to enhance the customer experience.
  3. Leverage Technology: Implement robust inventory management systems to ensure real-time accuracy between online orders and in-store stock levels, minimizing the risk of order cancellations and fostering customer trust.
  4. Train Your Staff: Equip your team with the knowledge and tools they need to efficiently manage BOPIS orders. Excellent customer service during pickup can leave a lasting impression and encourage repeat business.
  5. Market Your BOPIS Service: Actively promote your BOPIS option through all marketing channels. Highlight the convenience, speed, and safety benefits to attract more customers.
  6. Gather and Act on Customer Feedback: Use customer feedback to refine and improve your BOPIS process continually. Understanding customer preferences and pain points can guide your strategy and operational improvements.

How an AI Shopping Assistant can help BOPIS sell more?

ai shopping assistant

Integrating an AI Shopping Assistant, such as Manifest AI, into a BOPIS (Buy Online, Pickup in-store) model can significantly enhance the efficiency and effectiveness of the service, ultimately driving more sales. Here's how:

Personalized Recommendations

The AI analyzes customer preferences and purchase history to offer personalized product recommendations during the online shopping process. This can lead to increased basket sizes as customers discover additional items that meet their needs or preferences.

Inventory Accuracy

AI ensures real-time accuracy of online and in-store inventory levels. Customers have up-to-date information on product availability, reducing the chances of order cancellations or adjustments due to stock issues, thereby enhancing customer satisfaction and trust.

Efficient Order Processing

The AI can streamline order processing by prioritizing BOPIS orders in the fulfillment queue and directing them to the most efficient pick-up points. This minimizes wait times for customers, improving their overall experience and perception of the BOPIS model.

Dynamic Customer Support

AI Shopping Assistants can provide instant answers to customer inquiries regarding BOPIS orders, including questions about product details, order status, or pick-up procedures. This level of support minimizes confusion and enhances customer confidence in using BOPIS services.

Predictive Analytics

By analyzing shopping trends and customer behavior, AI can forecast demand for BOPIS services. This insight allows retailers to optimize staffing and inventory management, ensuring that peak times are well-managed and that popular items are readily available for pick-up.

Post-Purchase Engagement

After a BOPIS transaction, the AI can engage customers with follow-up communication, such as satisfaction surveys, product care tips, or related product recommendations. This ongoing engagement fosters a deeper relationship between the customer and the brand, encouraging repeat visits and purchases and help in improving post-purchase experience.

Seamless Omnichannel Experience

An AI Shopping Assistant ensures that the customer’s journey from online browsing to in-store pickup is seamless and integrated. By bridging the gap between digital and physical shopping environments, AI helps create a cohesive brand experience that supports customer retention and loyalty.


In essence, BOPIS blends the convenience of online shopping with the immediacy of in-store pickups, offering a flexible solution that caters to modern consumers' evolving preferences. This strategy not only streamlines the purchasing process but also enhances customer satisfaction by saving time and potentially reducing shipping costs. As retail continues to evolve, BOPIS stands out as a pivotal model that strengthens the connection between digital convenience and physical retail, offering businesses a powerful tool to adapt and thrive in today's competitive landscape.