The main dish of this easily digestible blog post is Buy Online, Pickup In-Store, with a sprinkle of Buy Online, Pickup at Curbside (BOPAC). We’ll be covering how major retailers have been approaching BOPIS services these past several years, and how this affected both customers and store associates.
BOPIS: Online Shopping With A Twist
It comes as no surprise that online shopping has become a norm for a significant part of consumers across the globe. With the click of a button— or a tap on the screen, shoppers can have access to practically any item they desire, whether it’s a new book, the latest fashion trends, or even groceries.
Making a purchase online is often more convenient and safe, and it provides more product options. But convenience and safety are just at the tip of the iceberg when it comes to the advantages of online shopping. One of the biggest benefits is that you have access to a much wider range of products and services.
However, one of the main incentives for online shopping is actually free shipping. If the shipping is too slow or too expensive, many customers will simply take their business elsewhere. There’s no way to sugar-coat this.
People don’t want to spend money on transportation, so they’re most often looking for sites that offer free shipping. This means that businesses have to find ways to absorb the cost of shipping, which can be significant. In some cases, free shipping is simply built into the cost of the item. But in other cases, businesses offer free shipping as an incentive to get people to buy more items.
Here are some BOPIS stats you need to consider:
About one-third of consumers made an online purchase and chose BOPIS during the 2016 holiday season. 30% of BOPIS shoppers chose this option for the first time after the pandemic was declared.
In 2019, less than a third of U.S. retailers had a digital transformation strategy in place, and only about 4% of the 500 largest retailers offered curbside pickup for online orders.
On the other hand, in 2020, things have changed drastically and BOPIS increased by over 554% YOY as the numbers from the month of May that year show.
At that point, revenue from BOPIS sales was already up an average of 35% during the 2019 holiday season and the ongoing global health crisis accelerated its growth.
Consumer behavior has changed as well, and 56% of shoppers plan to continue using BOPIS after pandemic restrictions are lifted. Besides, U.S. BOPIS sales more than doubled in 2020 and are predicted to maintain double-digit growth rates over the next couple of years.
Not only that, but click-and-collect buyers will increase from 143.8 million people in 2020 to over 160 million in 2024.
In fact, research found that 83% of consumers find shopping convenience more important than it was several years ago, whereas 70% of respondents said BOPIS improved their shopping experience.
Many large US retailers promise customers that BOPIS orders are ready for pick up in 30 minutes or less.
Another study shows that:
- 50% of adult shoppers use BOPIS
- 49% chose click-and-collect because there are no shipping fees
- 67% of BOPIS users buy additional items from a retailer when picking up their initial orders
The Evolution of BOPIS in Stats
Here you can see the evolution of BOPIS and similar order fulfillment options these past several years, especially as the result of social distancing regulations: