Some 70% of Online Buyers to Use Click-and-Collect Option Next Year, Says eMarketer

Buy online, pickup in store (BOPIS) is a key driver of U.S. e-commerce growth, said eMarketer Thursday, reporting sales via the click-and-collect fulfillment option will jump 55 percent this year to $36.54 billion. BOPIS shoppers will rise 7.3 percent year on year to 128.9 million; in 2020, some 69 percent of digital buyers will use the service, reaching half of the U.S. population 14 and older. BOPIS is especially important for big box retailers including Walmart and Target that “retooled their brick-and-mortar operations around seamless pickup,” said analyst Andrew Lipsman. Many major grocery chains ramped up click-and-collect operations this year, he said.