What is Buy Online, Pick Up in Store (BOPIS)?

What is BOPIS?

BOPIS (Buy Online, Pick Up In Store) is a retail fulfillment strategy that allows customers to place orders through an online store and collect their purchases at a nearby physical store location. This method bridges the gap between ecommerce and traditional in-store retail, enabling faster delivery times and added convenience. 

Retailers use existing store infrastructure to fulfill orders. This reduces shipping costs and draws customers into stores. More in-store visits can lead to additional sales. 

BOPIS supports a seamless shopping experience, by connecting digital and physical retail, meeting the demand for convenience. Additionally, similar fulfillment strategies like click-and-collect, store fulfillment, and curbside pickup are gaining popularity globally for their flexibility and efficiency in meeting customer needs. 

What is BOPIS in retail?

BOPIS in retail refers to the integration of digital storefronts and physical store operations to meet the increasing demand for flexible, customer-centric shopping.t is part of a larger shift toward connected retail ecosystems, where real-time data, mobile technologies, and store-level fulfillment work together to deliver seamless experiences. It is part of a larger shift toward connected retail ecosystems, where real-time data, mobile technologies, and store-level fulfillment work together to deliver seamless experiences.t is part of a larger shift toward connected retail ecosystems, where real-time data, mobile technologies, and store-level fulfillment work together to deliver seamless experiences.

How does BOPIS work?

The BOPIS process typically involves five key steps:

1. A customer places an order online and selects the “pick up in store” option.
2. The store receives orders in real time through an integrated order management system.
3. Associates pick and pack the order using mobile task management tools.
4. The customer is notified when the order is ready for pickup.
5. The customer visits the store (or designated curbside location) to collect their purchase.

Retailers rely on real-time inventory visibility, mobile workforce solutions, and synchronized systems to ensure this process is efficient and accurate. Other strategies like ship-from-store can complement BOPIS by expanding fulfillment options for customers.

Why is BOPIS important in retail today?

BOPIS is vital in today’s retail environment because it aligns with consumer demands for flexible and convenient shopping. It gives retailers a competitive advantage by driving traffic to physical stores, reducing last-mile delivery costs, increasing upsell opportunities during pickup, and enabling a personalized customer experience. The fast, convenient service fosters trust and loyalty, encouraging repeat business, while enhancing brand reputation through a seamless shopping experience.

What are the benefits of BOPIS ecommerce for retailers and shoppers?

BOPIS offers distinct benefits for both retailers and customers. Retailers can reduce costs and improve inventory turnover by implementing strategies like store fulfillment and click-and-collect:

• Lowers shipping costs.
• Streamlines fulfillment using in-store stock.
• Encourages cross-selling during pickups. Customers enjoy convenience and speed. They avoid shipping fees and have flexible collection times.
• Inspect products before taking them home
• Strengthens customer loyalty

BOPIS creates a seamless customer journey. It enhances satisfaction and drives repeat business.

What technology is needed to support BOPIS retail models?

Successful BOPIS implementation depends on a combination of hardware and software solutions, including:

Real-time Inventory Management Systems:

• Utilize advance systems for Inventory Optimization
• Ensure inventory levels are accurately monitored and updated in real-time.
• Prevent stockouts or overstock situations, meeting customer expectations.

Mobile Scanning and Picking Devices:

• Include handheld mobile computers and wearable devices.
• Enable store associates to efficiently pick and track orders, integrating with inventory systems for the latest information.
• Incorporate RFID-enabled devices to quickly locate and scan items with RFID tags, improving inventory accuracy and speeding up the order-picking process.

Barcode Scanners and Printers:

• Barcode scanners and Printers provide precise tracking and labeling of products throughout the supply chain.
• Minimize human error to ensure customers receive the correct items.

Interactive Kiosks and Real-time Location Solutions:

• Interactive kiosks and Real time location solutions facilitate a seamless flow of information from online purchase to in-store pickup.

Interactive Kiosks:

• Streamline customer interactions: Kiosks allow customers to check in for their order pickup, verify their identity, or even modify their order on-site, making the in-store experience more efficient.
• Enable self-service functionality: For customers who prefer a contactless experience, kiosks provide a convenient way to manage the pickup process without needing assistance from staff.
• Facilitate order management: Kiosks can be integrated with the retailer’s order management system to provide real-time updates on order status.

Real-Time Location Solutions:

• Improve staff efficiency: These solutions help dynamically assign tasks (like picking and staging orders) to associates based on their current location in the store, ensuring faster order preparation.
• Enhance order fulfillment accuracy: By tracking item locations within the store, these solutions allow associates to locate and retrieve items more quickly, speeding up the BOPIS process.
• Optimize curbside handoffs: Real-time location solutions can alert staff when a customer has arrived at the curbside pickup zone, allowing for timely and efficient handoffs.

Customer Notification and Communication Platforms:

• Keep retail workers connected with enterprise communication platforms, enabling retail associates to let each other know a customer has arrived to pickup their order in store, enabling speedy fulfillment and excellent customer service. This may mean calling from the customer service deck to the back of store or to a different department.
• Inform and engage shoppers with updates throughout the order process, enhancing the overall BOPIS experience with timely information.

By integrating these technologies, retailers can efficiently manage BOPIS orders at scale, maintaining both accuracy and speed, ultimately leading to improved customer satisfaction and operational success

What is the difference between BOPIS and curbside pickup?

While both models serve online shoppers who want fast, local fulfillment, the key difference is where the handoff takes place:

• BOPIS typically requires the customer to enter the store or pickup counter.
• Curbside pickup allows customers to remain in their vehicle while store staff deliver the order.

Both strategies rely on the same core technologies—like mobile notifications, real-time order tracking, and in-store task coordination—to offer speed and convenience.

Can small and mid-size retailers implement BOPIS successfully?

Yes. Advances in cloud-based retail platforms and scalable technology have made BOPIS more accessible than ever. Even retailers with limited store networks can adopt modular solutions for inventory management, associate task execution, and customer communication.

Low-cost mobile devices, intuitive dashboards, and simplified integration options allow smaller businesses to stay competitive with larger companies.

How can BOPIS enhance the omnichannel experience? 

BOPIS acts as a bridge between digital commerce and physical retail by offering customers consistent, flexible, and engaging interactions across every channel. When combined with end-to-end visibility and mobile store execution, BOPIS supports seamless transitions between browsing, buying, and collecting.

It’s not just a fulfillment method—it’s a key enabler of unified commerce strategies that put customers at the center.