Highlights. 97.2 million Americans regularly use “buy online, pickup in-store” (BOPIS) in 2024, representing 34.2% of U.S. consumers.
- U.S. BOPIS retail sales totaled $113.19 billion in 2023, accounting for 10.1% of e-commerce sales.
- From 2023 to 2030, BOPIS sales are projected to grow 16.8% annually, 43.0% faster than e-commerce as a whole.
- 85% of U.S. BOPIS shoppers have made an additional purchase when they went to the store to collect an order.
BOPIS Sales Statistics
Consumer click-and-collect revenue in the U.S. grows faster than the compound annual growth rate (CAGR) of e-commerce sales.
- Click-and-collect purchases will account for 10.4% of U.S. e-commerce sales in 2024; by 2030, click-and-collect will make up 12.7% of e-commerce.
- Worldwide, 10.74% of e-commerce revenue comes from BOPIS purchases.
- In North America, 9.74% of e-commerce sales are BOPIS.
- U.S. click-and-collect retail sales will total $132.76 billion in 2024, up 17.3% YoY.
- By 2030, click-and-collect retail sales will reach $335.9 billion.
- 34.7% is the 5-year CAGR (2019 to 2024) of U.S. click-and-collect sales.
- From 2019 to 2020, click-and-collect sales revenue increased 108.9%.
- The 5-year CAGR for click-and-collect sales as a percentage of e-commerce revenue is 9.41%; the projected CAGR for 2025 to 2030 is 12.0%.
- 87% of retailers have a BOPIS option.
BOPIS Consumer Statistics
Among online shoppers, BOPIS is the third most-used fulfillment method.
- 68% of consumers have made multiple purchases using buy online, pickup in-store (BOPIS); among them, 22.1% BOPIS regularly.
- 48% of U.S. BOPIS consumers use the service primarily to avoid shipping fees.
- For 77% of consumers, a primary reason for using BOPIS is so they can see an item before taking it home.
- 50% of consumers who use BOPIS do so because they find it more convenient.
- 46% of shoppers use BOPIS to save time.
- 35% of consumers use BOPIS because they want their item the same day they ordered it.
- 6% of consumers use BOPIS for most purchases.
- 28% of American consumers used BOPIS when buying gifts for the 2023 winter holidays, a 20% decline YoY.
- 35% of global consumers shopped BOPIS in 2022.
BOPIS Consumer Demographics
Younger shoppers are more likely to use BOPIS compared to older generations.
- 59.4% of consumers born between 1981 and 1996 (often referred to as Millennials) used BOPIS over a 12-month period.
- Millennials are 4.03% more likely to use BOPIS than any other generation.
- 57.1% of consumers born between 1997 and 2012 (a.k.a. Generation Z) use BOPIS at least once per year.
- 30.0% of consumers born between 1965 and 1980 (“Generation X”) use BOPIS.
- 11.4% of consumers born before 1965 (the Baby Boomers, Silent Generation, and Greatest Generation) use BOPIS.
Click-and-Collect Statistics
In addition to BOPIS, C&C fulfillment options include curbside and locker pickup.
- 64.4% of click-and-collect consumers use BOPIS.
- Up to 78.7% of click-and-collect sales are grocery items.
- 25.4% of click-and-collect consumers use pickup lockers or kiosks to collect online orders.
Curbside Pickup Statistics
Nearly half of click-and-collect shoppers use curbside pickup as a fulfillment method.
- 25.3% of U.S. consumers use curbside pickup in a 12-month period, representing 71.8 million Americans.
- 47.6% of click-and-collect shoppers use curbside pickup.
- Consumers are 35.3% more likely to use BOPIS instead of curbside for click-and-collect purchases.
BOPIS Grocery Statistics
Online grocery shoppers are most likely to order for home delivery, but BOPIS is more popular than curbside pickup.
- Up to 84% of U.S. grocery shoppers BOPIS at least once per month.
- Up to 53% of U.S. consumers BOPIS groceries at least once per week; among them, 24.5% order multiple times per week.
- 44% of grocery consumers who use BOPIS buy additional items when they pick up their groceries in 2024.
- 24% of grocery consumers who use BOPIS shop the rest of the store and make an additional purchase.
- 20% of BOPIS grocery consumers buy additional items at the register (without shopping the rest of the store) during a pickup.
- Consumers shopping for groceries online are 26.9% more likely to order for BOPIS than for curbside pickup.
- Online grocery shoppers are 36.2% less likely to order for BOPIS than for home delivery.
- 50% of online grocery shoppers selected BOPIS for deli meat and cheese orders, making it the most popular product category for BOPIS.
- Consumers are least likely to order frozen foods for BOPIS; just 31% of online grocery shoppers selected this fulfillment method for their frozen foods.
BOPIS COVID-19 Statistics
During the 2020s pandemic, retailers dramatically increased omnichannel order and fulfillment options to meet demand for reduced- and no-contact shopping.
- In the year of the pandemic, BOPIS sales increased 109%.
- 55% of consumers used curbside pickup more often during and after the pandemic.
- 32% of consumers continued to use BOPIS to the same degree while 13% did not change their shopping habits to include BOPIS.
- The COVID-19 pandemic increased the number of retailers offering BOPIS 54.2%.
- Retailers were 48.0% more likely to offer BOPIS during the 2021 holiday shopping season compared to the same period in 2020.
- Compared to pre-COVID, retailers were 83.3% more likely to offer BOPIS during the 2021 holiday season.
- Click-and-collect sales increased 63% between January 2020 and April 2020 (the first full month of the declared pandemic).
- Also between January and April 2020, 33% more households used click-and-collect fulfillment.
- The frequency of click-and-collect purchases increased 12% while the value of the average order increased 10%.
- By 2021, only 3% of BOPIS users opted for the service due to COVID. concerns; consumers were 15.7 times more likely to cite convenience as the reason they used BOPIS.
These data and insights were compiled by the Capital One Shopping team based on publicly available data.
Sources
- U.S. Census Bureau
- eMarketer
- Statista, Industry Overview
- RetailDive
- Smiota, 5 Facts about BOPIS That Might Surprise You
- Signifyd