Beyond BOPIS: What’s next for omnichannel fulfillment

Retail has never stood still. With the rapid pace of digital acceleration, consumer expectations have evolved faster than ever. One of the most transformative shifts in recent years is the rise of BOPIS (buy online, pick up in store), a fulfillment model that combines the convenience of ecommerce with the immediacy of in-store shopping. But as the boundaries between physical and digital retail continue to blur, BOPIS has given way to a broader transformation of omni-channel retail.

In this article, we will cover:

• How BOPIS sets the stage for omnichannel fulfillment
• What omnichannel fulfillment is, and why it matters today
• The evolution from BOPIS to full omnichannel fulfillment services
• Key components of successful omnichannel order fulfillment
• Challenges retailers face when scaling omnichannel fulfillment
• Future trends shaping omnichannel fulfillment beyond BOPIS
• What’s next for retailers adopting omnichannel fulfillment
• KPIs that will define success
• Moving beyond BOPIS for long-term growth
• Metro Supply Chain’s omnichannel fulfillment advantage

How BOPIS set the stage for omnichannel fulfillment

What does BOPIS mean?

Buy online, pick up in store (BOPIS) is a retail fulfillment strategy that seamlessly combines the advantages of ecommerce with the accessibility of physical storefronts. By allowing customers to place orders online and collect them at a nearby store, BOPIS eliminates traditional shipping delays while offering the immediate convenience of in-person pickup. This approach not only streamlines the shopping experience but also strengthens the connection between digital and brick-and-mortar retail.

Introduced widely in the early 2010s, BOPIS quickly gained traction for its practicality. It catered to shoppers seeking faster turnaround and offered retailers a way to reduce shipping costs while driving foot traffic to stores. It became essential during the COVID-19 pandemic when contactless, localized fulfillment became a safety imperative. In 2024, 97.2 million Americans regularly used “buy online, pickup in-store” (BOPIS), representing 34.2% of U.S. consumers.

The key value propositions of BOPIS include:

• Convenience and speed for consumers
• Reduced last-mile delivery costs for businesses
• Inventory control and visibility across channels
• Additional in-store purchases from pickup traffic

BOPIS also laid the groundwork for more integrated fulfillment models by forcing retailers to address inventory visibility and order accuracy in real time.

Why BOPIS became a standard in retail

The widespread adoption of BOPIS wasn’t accidental. It was a response to rapidly evolving consumer behaviour and supply chain disruptions. Retailers discovered that BOPIS offered a scalable way to merge digital and physical commerce while supporting operational flexibility.

Key drivers of BOPIS adoption included:

• Mobile-first shopping behaviour: As smartphones became the primary channel for browsing and buying, consumers demanded hybrid shopping options.
• Logistics strain during peak periods: BOPIS reduced reliance on overburdened carriers during holidays and promotional events.
• The need for speed: Shoppers found it was often faster to pick up in-store rather than wait for their online order to arrive.
• Personalized shopping expectations: Customers valued the ability to choose when and where they received their items.

Ultimately, BOPIS became not just a feature but a foundational retail strategy, and retailers are reaping the benefits. In the United States, 85% of BOPIS shoppers made an additional purchase when they went to the store to collect an order.

The limits of BOPIS and curbside-only strategies

Despite its success, BOPIS has limitations that have led retailers to explore broader fulfillment options. These include:

• Proximity to the retail location: BOPIS is only valuable when customers live nearby.
• Inventory silos and inconsistencies: Many retailers struggled with real-time visibility across physical and digital stock.
• Limited personalization and delivery flexibility: Curbside pickup lacks the convenience of home delivery or locker systems.
• Operational complexity during scaling: Managing labour, space for customers to park, and scheduling became problematic during high-demand periods.

These constraints have accelerated the shift toward more agile and customer-centric fulfillment strategies, moving beyond BOPIS into full omnichannel fulfillment.

What is omnichannel fulfillment, and why it matters now

Defining omnichannel fulfillment in 2025

In today’s retail environment, omnichannel fulfillment means providing customers with a seamless, consistent, and personalized experience across every shopping channel, whether they buy online, in-store, on a mobile app, via social media, or through voice-enabled platforms.

Omnichannel fulfillment today encompasses several critical capabilities:

• Unified inventory management that synchronizes stock across all shopping channels
• Real-time tracking and instant order updates for customers
• Diverse fulfillment options, including home delivery, in-store pickup, and secure locker retrieval
• Flexible, customer-friendly return and exchange processes
• Personalized experiences at every touchpoint, powered by data insights

Unlike early multichannel efforts that operated in silos, omnichannel fulfillment offers a unified logistics ecosystem that centres around customer experience.

How customer expectations are driving change in omni-channel fulfillment

Today’s consumers don’t just want fast delivery; they want smart delivery. They expect retailers to anticipate their needs and adapt accordingly. Key shifts include:

• Flexible fulfillment: Customers want to choose delivery windows, change addresses and add last-minute items with ease.
• Transparent order updates: Real-time tracking and ETA notifications are now essential.
• Eco-conscious shopping: Shoppers increasingly prioritize sustainability, expecting options like reusable packaging and consolidated deliveries.

This new landscape puts pressure on retailers to transform logistics from cost centres into brand-building engines.

The evolution from BOPIS to full omnichannel fulfillment services

How retailers transition beyond BOPIS

Moving beyond BOPIS requires major shifts across operations, technology and mindset. Key steps include:

• Unifying data systems: Centralized platforms that connect POS, inventory, CRM and order management systems are essential.
• Training store associates: Employees must evolve into fulfillment specialists, handling packaging, delivery coordination and return processing.
• Diversifying fulfillment options: Locker systems, third-party gig delivery, ship-from-store and regional micro-fulfillment centres all extend reach.

Retailers must also prioritize flexible backend integrations with shipping partners, mobile platforms and third-party sellers.

Lessons learned from early omnichannel strategies

Early adopters discovered several hard truths:

• Inventory accuracy is critical: Mismatches erode trust and increase returns.
• Customer communication must be proactive: Real-time alerts, changes and feedback loops make fulfillment more reliable.
• Legacy systems slow innovation: Proprietary software often resists integration and customization.

The most successful brands embraced agile strategies, iterating on tech stacks, hiring logistics talent and partnering across sectors.

Key components of successful omnichannel order fulfillment

Inventory visibility across all channels

Seamless experiences depend on real-time, unified inventory systems. Benefits include:

• Reduced stockouts and overselling
• Optimized routing for fulfillment
• Higher order accuracy and lower returns

Retailers must leverage cloud platforms with SKU-level updates across warehouses, stores and marketplaces.

Order management systems

Order management systems (OMS) have become the backbone of modern retail logistics, especially within an omnichannel environment. Today’s advanced OMS platforms offer:

• Dynamic order routing, allowing retailers to fulfil orders from the most efficient location, whether it be a warehouse, store or third-party vendor
• Real-time visibility into order processing and shipping, ensuring transparency and enabling proactive communication

By centralizing data and workflows, OMS platforms enable retailers to respond quickly to shifts in demand, reduce errors and deliver seamless customer experiences, making them essential for operational agility and long-term growth.

Data-driven customer experiences

Fulfillment plays a pivotal role in personalizing the shopping experience. Today’s fulfillment systems:

• Recommend delivery windows tailored to individual preferences
• Enable customers to bundle or reschedule items according to their needs
• Offer instant feedback channels for delivery satisfaction

By harnessing data, retailers can create customer journeys that are as distinctive as the shoppers themselves. 

Challenges retailers face when scaling omnichannel fulfillment

Technology integration across legacy systems

Legacy systems continue to pose challenges for retailers trying to modernize operations. Many platforms lack compatibility with cloud infrastructure and modern APIs, leading to inefficiencies such as:

• Delayed inventory synchronization
• Inaccurate delivery timelines
• Limited real-time visibility and responsiveness

To stay competitive, businesses must invest in scalable, modular systems that support seamless integration. Prioritizing vendor interoperability enables faster data exchange, better customer experiences and more agile supply chain management across channels.

Managing operational costs and efficiency

Managing operational costs while maintaining efficiency is a top priority for retailers navigating omnichannel complexity. Rising expenses demand smarter strategies and continuous refinement. Key focus areas include:

• Balancing labour with automation to streamline workflows without compromising service
• Optimizing space utilization to maximize store and fulfillment hub capacity
• Tracking granular KPIs to identify inefficiencies and reduce waste in real time
• Iterative improvements to regularly refine processes based on performance data
• Operational transparency to foster accountability across teams and vendors

Retailers who prioritize these tactics can reduce overhead while boosting agility and customer satisfaction.

Returns management and reverse logistics

Returns should be just as seamless and customer-friendly as the original purchase. A well-designed reverse logistics strategy not only enhances the post-purchase experience but also strengthens brand loyalty and reduces operational costs. Key components include:

• Automated label generation simplifies the return process for customers
• Flexible drop-off points offer convenience and accessibility across locations
• Real-time refund processing builds trust and speeds up resolution
• Efficient reverse logistics minimizes product loss and reduces churn
• Customer-centric approach turns a potential pain point into a loyalty-building moment

Retailers that invest in smart returns infrastructure gain a competitive edge in retention and reputation.

Balancing speed with sustainability

Balancing speed with sustainability is a growing priority for retailers facing pressure to deliver faster without compromising environmental responsibility. Key strategies include:

• Deploying electric vehicle fleets to reduce transportation-related emissions
• Using reusable or recyclable packaging to minimize waste
• Investing in carbon offset programs to neutralize environmental impact

For retailers, redefining speed means more than just delivering quickly; it’s about achieving efficiency while upholding ethical standards and fostering long-term sustainability.

Future trends shaping omnichannel fulfillment beyond BOPIS

Retail’s digital transformation is far from over. As BOPIS matures into a staple offering, the next evolution is being driven by technologies and strategies that emphasize flexibility, speed and hyper-personalization.

AI and automation in omnichannel order fulfillment

Artificial Intelligence (AI) is revolutionizing how orders are picked, packed, routed and delivered. Automation isn’t just about robotics anymore. It’s about smart, data-driven systems that optimize every step of the fulfillment journey.

Key advancements include:

• Automated picking systems using vision-guided robotics in warehouses and stores
• AI-driven route planning to reduce fuel consumption and delivery time
• Chatbots and virtual assistants to handle customer order queries in real time
• Dynamic labour scheduling algorithms that predict peak demand and optimize staffing

Retailers deploying AI and automation are seeing faster throughput, fewer errors and significantly lower operating costs, all while adapting to ever-changing consumer behaviour.

Predictive analytics and demand forecasting

Gone are the days of reactive inventory management. Predictive analytics enable retailers to make proactive decisions based on patterns, trends and real-time data inputs.

How it transforms fulfillment:

• Stock optimization prevents understocking or overstocking by forecasting demand with high precision
• Smart replenishment uses machine learning to automate restocking across stores and warehouses
• Promotional readiness anticipates spikes from flash sales, holidays and viral product trends
• Localized forecasting tailors inventory to geographic buying patterns, which is vital for regional fulfillment hubs

With predictive models in place, retailers can build more responsive and resilient supply chains.

Personalization in last-mile delivery

Last-mile delivery is continuously evolving to provide consumers with personalized options on how and when they receive packages, including:

• Flexible delivery windows based on customer availability
• Packaging preferences, such as eco-friendly or discreet
• Real-time tracking with maps and ETAs
• Hyper-local delivery options like bike couriers, lockers or autonomous bots

Today’s shoppers expect options, control and reassurance that their preferences will be respected every step of the way. Retailers who invest in personalizing last-mile delivery build trust and foster lasting customer loyalty.

What’s next for retailers adopting omnichannel fulfillment

Success in tomorrow’s retail landscape requires intention and agility. It’s no longer enough to offer omnichannel capabilities. They must be optimized, synchronized and customer-centric.

How to prepare your operations for the next wave

Retailers should begin by evaluating their current infrastructure and identifying gaps. Fulfillment readiness demands transformation across systems, culture and partnerships.

Essential preparation steps:

• Adopt cloud-based, API-friendly platforms to support real-time data flow
• Invest in supply chain visibility tools to track inventory and orders end-to-end
• Upskill employees to handle multi-modal fulfillment roles
• Build strategic alliances with 3PLs, tech vendors and last-mile specialists

Retailers that move early will enjoy smoother transitions and a stronger foundation for scaling.

KPIs that will define success

KPIs for tomorrow’s retail landscape extend far beyond basic delivery metrics. True success will be measured by the quality of customer experience, the resilience of operations and the ability to adapt quickly to change.

Top omnichannel fulfillment KPIs:

Retailers who rigorously track and refine these metrics will maintain competitive momentum.

Why omnichannel fulfillment is now a competitive necessity

In an era where customers expect seamless shopping across every touchpoint, fulfillment becomes a brand’s signature move. Speed matters, but so does adaptability, transparency and empathy.

Here are three core reasons why it’s essential:

1. Unified experience = deeper loyalty. Customers want flexibility without friction. Brands that sync physical and digital touchpoints win repeat business.
2. Supply chain resilience = business continuity. Disruptions are the new normal. Omnichannel systems provide fallback options and operational agility.
3. Data integration = smarter strategy. Omnichannel fulfillment generates rich data to fuel personalization, product innovation and performance insights.

Retailers who treat fulfillment as a strategic asset, not just a backend process, will thrive in this experience economy.

Moving beyond BOPIS for long-term growth

BOPIS served as the training wheels for modern retail logistics and helped businesses learn how to integrate digital and physical experiences. Now, it’s time to level up.

Here’s how retailers can grow beyond BOPIS:

• Expand channel offerings: Add delivery lockers, home delivery, same-day shipping and social commerce fulfillment
• Centralize data orchestration: Build robust platforms that unify inventory, customer profiles and order history
• Personalize experiences: Use data to customize pickup times, packaging and communication channels
• Innovate returns: Make exchanges and returns as easy and delightful as purchases, with drop-off flexibility and instant refunds
• Scale sustainably: Reimagine logistics with eco-friendly vehicles, shared fulfillment networks and smart packaging solutions

When retailers move beyond BOPIS, they open the door to fulfillment strategies designed with the customer at heart. Every step of the process becomes an opportunity to exceed expectations, offering not only the products customers want, but also the convenience and reliability customers expect. Every order becomes an opportunity to create a memorable experience, transforming routine purchases into moments that inspire lasting trust and turn shoppers into loyal brand champions.

Metro Supply Chain’s omnichannel fulfillment advantage

Metro Supply Chain empowers retailers to evolve beyond BOPIS with flexible, scalable omnichannel solutions that meet customers wherever they shop. Our integrated logistics ecosystem supports fulfillment across ecommerce, in-store, mobile and more. With centralized data orchestration, real-time inventory visibility, and customizable delivery options, we help brands deliver seamless, personalized experiences. From returns management to eco-conscious shipping, Metro Supply Chain is built to adapt, optimize and grow with your business.

Conclusion: fulfillment as a brand promise

As customer expectations rise and retail channels multiply, fulfillment becomes the heartbeat of brand loyalty. Retailers must move beyond transactional logistics and embrace fulfillment as a strategic, customer-first experience. Whether it’s through personalized last-mile delivery, unified data systems, or agile partnerships, the brands that invest in smarter fulfillment will be the ones that win hearts, wallets and long-term growth.

Ready to turn fulfillment into a competitive edge? Contact Metro Supply Chain to unlock flexible, scalable omnichannel solutions that meet customers wherever they shop.