BOPIS Survey: What Are US Consumers Picking Up In Stores and from Which Retailers?

Executive Summary

In this report, we review findings from our April 2019 survey of US online shoppers, which explored their use of buy online, pick up in store (BOPIS) services. This is what we found:

• Some 46% of US online shoppers have collected one or more online purchases from a physical store in the past 12 months. BOPIS users are slightly younger and more affluent than the average online shopper.
• By number of shoppers, apparel is the most-collected category and, despite being an occasional purchase category, electronics rank second. This nudges electronics ahead of groceries in third place.
• Reflecting their breadth of assortment and substantial store networks, Walmart and Target are the most popular retailers from which US consumers pick up online orders. Two category-specialist retailers, Best Buy and Home Depot, captured third and fourth places, respectively.
• Given that department stores sell a wide range of merchandise that includes more frequently bought categories than electronics or home-improvement goods, the rankings for some major department stores were disappointing.