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:
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:
BOPIS also laid the groundwork for more integrated fulfillment models by forcing retailers to address inventory visibility and order accuracy in real time.
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.
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.
Despite its success, BOPIS has limitations that have led retailers to explore broader fulfillment options. These include:
These constraints have accelerated the shift toward more agile and customer-centric fulfillment strategies, moving beyond BOPIS into full omnichannel fulfillment.
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:
Unlike early multichannel efforts that operated in silos, omnichannel fulfillment offers a unified logistics ecosystem that centres around customer experience.
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:
This new landscape puts pressure on retailers to transform logistics from cost centres into brand-building engines.
Moving beyond BOPIS requires major shifts across operations, technology and mindset. Key steps include:
Retailers must also prioritize flexible backend integrations with shipping partners, mobile platforms and third-party sellers.
Early adopters discovered several hard truths:
The most successful brands embraced agile strategies, iterating on tech stacks, hiring logistics talent and partnering across sectors.
Seamless experiences depend on real-time, unified inventory systems. Benefits include:
Retailers must leverage cloud platforms with SKU-level updates across warehouses, stores and marketplaces.
Order management systems (OMS) have become the backbone of modern retail logistics, especially within an omnichannel environment. Today’s advanced OMS platforms offer:
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.
Fulfillment plays a pivotal role in personalizing the shopping experience. Today’s fulfillment systems:
By harnessing data, retailers can create customer journeys that are as distinctive as the shoppers themselves.
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:
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 while maintaining efficiency is a top priority for retailers navigating omnichannel complexity. Rising expenses demand smarter strategies and continuous refinement. Key focus areas include:
Retailers who prioritize these tactics can reduce overhead while boosting agility and customer satisfaction.
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:
Retailers that invest in smart returns infrastructure gain a competitive edge in retention and reputation.
Balancing speed with sustainability is a growing priority for retailers facing pressure to deliver faster without compromising environmental responsibility. Key strategies include:
For retailers, redefining speed means more than just delivering quickly; it’s about achieving efficiency while upholding ethical standards and fostering long-term sustainability.
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.
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:
Retailers deploying AI and automation are seeing faster throughput, fewer errors and significantly lower operating costs, all while adapting to ever-changing consumer behaviour.
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:
With predictive models in place, retailers can build more responsive and resilient supply chains.
Last-mile delivery is continuously evolving to provide consumers with personalized options on how and when they receive packages, including:
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.
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.
Retailers should begin by evaluating their current infrastructure and identifying gaps. Fulfillment readiness demands transformation across systems, culture and partnerships.
Essential preparation steps:
Retailers that move early will enjoy smoother transitions and a stronger foundation for scaling.
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.
|
KPI |
Why it matters |
|
Order accuracy rate |
Reduces returns and builds trust |
|
Perfect order percentage |
Measures end-to-end execution quality |
|
Gross Margin Return on Inventory Investment, |
Measures how effectively a company generates profit from its investment in inventory |
|
Real-time inventory availability |
Indicates responsiveness and visibility |
|
Customer satisfaction score (CSAT) |
Reflects delivery experience success |
|
Return rate per channel |
Reveals friction in fulfillment or product quality |
Retailers who rigorously track and refine these metrics will maintain competitive momentum.
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:
Retailers who treat fulfillment as a strategic asset, not just a backend process, will thrive in this experience economy.
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.
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 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.
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.