Your customers have already decided what they want from you: the speed of online browsing without the uncertainty of a delivery window. BOPIS (buy online, pick up in store) is how they get it. It has become one of the most requested fulfillment options in retail not because retailers pushed it, but because customers demanded it. Brands that offer it well see higher foot traffic, more impulse purchases, and stronger repeat rates. Brands that don't are quietly handing those customers to competitors who do.

Key takeaways:

• BOPIS stands for buy online, pick up in store, and lets customers collect orders they placed online at a physical location
• Its counterpart, BORIS (buy online, return in store), handles the reverse transaction
• 49% of consumers make an unplanned purchase when they collect an order in store
• Effective BOPIS requires real-time inventory visibility, clear pickup areas, and trained staff

What does BOPIS stand for?

BOPIS stands for buy online, pick up in store. It describes the process where a customer places an order through a retailer's website or app, then collects it at a physical location rather than waiting for home delivery.

The abbreviation is used widely across retail operations and logistics. You will also see it called click-and-collect, especially by UK and European retailers.

What is BOPIS in retail?

BOPIS in retail is the fulfillment model that connects a retailer's online store to its physical locations. A customer browses online, checks stock availability at their nearest store, places the order, and picks it up, often the same day.

It works because modern retail technology links inventory management, order processing, and customer notifications into a single workflow. When the store confirms the order is ready, the customer gets an alert and heads in.

What is the difference between BOPIS and BORIS?

BOPIS (buy online, pick up in store) and BORIS (buy online, return in store) are two sides of the same omnichannel model. BOPIS handles the order pickup; BORIS handles the return.

Both require the same foundation: real-time inventory data, a connected POS system, and staff trained to process the transactions correctly. Retailers that offer both give customers a complete, frictionless loop.

Why have shoppers made BOPIS so popular?

Shoppers choose BOPIS primarily to avoid shipping fees and get their orders faster. Avoiding delivery charges is consistently the most common reason customers opt in, a pattern documented in PYMNTS research on BOPIS adoption trends.

The COVID-19 pandemic accelerated adoption. Customers needed a way to buy essential goods without spending time inside crowded stores, and curbside BOPIS solved that directly. 56% of shoppers intended to keep using BOPIS after the pandemic ended, as the convenience had become a habit, according to McKinsey's retail consumer research.

BOPIS availability has become a deciding factor in where shoppers choose to buy online. If a competitor offers it and you do not, that decision is already made.

What are the benefits of BOPIS for retailers?

Does BOPIS increase in-store sales?

BOPIS reliably increases in-store revenue. When customers come in to collect an order, 49% of them make an additional unplanned purchase, according to data from Invesp. The foot traffic generated by pickups creates sales that would never have happened otherwise.

Retailers also get a secondary benefit: customers who use click-and-collect are far more likely to make additional purchases on the same visit: 67% of click-and-collect users buy extra items when collecting their order, according to research from the International Council of Shopping Centers. The pickup moment becomes a brand touchpoint.

Does BOPIS give retailers a competitive edge?

BOPIS gives you a tangible competitive advantage over online-only competitors and over physical retailers that haven't yet connected their channels. A customer choosing between two stores with similar products will choose the one that offers same-day pickup. Every time.

The omnichannel retail infrastructure that powers BOPIS doesn't stop at click-and-collect.

How does BOPIS support customer retention?

Customers who have a smooth pickup experience tend to return. The combination of speed, convenience, and the in-person moment builds a stronger relationship than a delivered box left at the door.

Personalization at the pickup point amplifies this. An associate who knows a customer's purchase history and can answer questions on the spot turns a routine collection into the kind of service that drives repeat business. This is where retail clienteling becomes directly relevant to your BOPIS operation.

What do you need to offer BOPIS?

Retailers need four things to run BOPIS reliably:

1. An online storefront or app with real-time stock visibility per location, so customers know what is available before they place the order
2. Connected inventory management that updates stock counts the moment an online order is placed, preventing oversells
3. A clear pickup area: a designated curbside zone, a counter at the front of the store, or a locker system
4. Trained associates who understand the pickup workflow, know how to handle order discrepancies, and can represent the brand well at the collection point

If you have multiple locations, the complexity scales. Each store needs consistent processes and access to the same inventory data so that customers get the same experience regardless of which branch they visit.

What BOPIS retail solutions do retailers use?

The market for BOPIS solutions splits into two categories: enterprise platforms that build BOPIS into a broader commerce suite (Shopify, Salesforce Commerce Cloud, RICS) and specialist tools that layer BOPIS functionality on top of an existing POS.

What separates effective implementations from broken ones is the data quality underneath, not the platform. Real-time inventory accuracy and a reliable notification system determine whether customers show up to a ready order or a scramble.

Retailers looking to get more out of their BOPIS setup often find that the limiting factor is the associate layer: the human who processes the order, prepares it, and hands it over. Better associate tools, better pickup execution.

How does Endear improve the BOPIS experience?

Endear personalizes the BOPIS moment by giving associates the customer context they need before a pickup arrives. Instead of a generic "your order is ready" SMS, associates can send a personalized message through Endear with the customer's name, a note about their order, and a direct line for any questions.

After the pickup, associates can follow up through Endear's centralized messaging system to check satisfaction, share related products, or notify the customer about upcoming stock. You can explore Endear's outreach tools to see how this works in practice.

This turns a transactional handoff into a relationship moment. Customers who feel recognized at pickup are more likely to return, and more likely to bring others.

Frequently Asked Questions

What does BOPIS mean in retail?

BOPIS means buy online, pick up in store. It is the fulfillment model where customers place an order through a retailer's website or app and collect it at a physical location, typically the same day.

What is the difference between BOPIS and curbside pickup?

Curbside pickup is a variant of BOPIS. In standard BOPIS, the customer walks into the store to collect the order. In curbside pickup, an associate brings the order out to the customer's vehicle, reducing time inside the store.

Why is BOPIS important for omnichannel retail?

BOPIS requires a retailer's online and physical channels to share real-time inventory data and communicate order status automatically. Building this infrastructure is the foundation of a working omnichannel operation, and it enables other channel-connected services alongside click-and-collect.

Does BOPIS increase foot traffic?

Yes. Every pickup visit brings a customer into or near the store.

What is BORIS in retail?

BORIS stands for buy online, return in store. It is the reverse of BOPIS: a customer who purchased online brings the item back to a physical location for a return or exchange, rather than shipping it back.

Customers who choose BOPIS have already decided they want your product. They just want to get it on their terms. The brands winning on BOPIS treat the pickup moment as a relationship touchpoint, not a logistics handoff. An associate with the right context can turn a routine collection into a conversation that earns the next sale. Give them that context, and the repeat business follows.