Only 37% Of Retailers Offer BOPIS: UK Merchants Lead The Pack

Despite the continued rise in omnichannel consumer expectations, only 37% of retailers worldwide are offering buy online, pick up in-store (BOPIS), according to OrderDynamics. Retailers with more than 250 stores are twice as likely (50.7%) as chains of 10 to 50 stores (25.0%) to offer these services, indicating that BOPIS is still a larger retailer’s game.

UK retailers are the most advanced when it comes to BOPIS adoption (referred to as click-and-collect throughout the market). These retailers have a 67% adoption rate, nearly 10 percentage points ahead of companies in the Nordic region (Sweden, Norway and Finland). In comparison, only 29.1% of U.S. retailers have adopted BOPIS. Among those U.S. retailers, only 28.5% actually informed customers about the offering on the front page of their web sites.

The research also revealed that, among the retailers analyzed:


  • 88.8% have standard e-Commerce capabilities, such as the ability for shoppers to create a virtual shopping basket and purchase goods online;
  • 68.4% provide basic inventory visibility to online consumers;
  • 59.9% allow shoppers to buy online and return in-store (BORIS); and
  • 75.7% offer free shipping to consumers meeting a minimum purchase value threshold.

Shoppers Must Pay An Average Of $64 To Qualify For Free Shipping

The minimum order to qualify for free shipping skews to the low end of order values, although the average minimum order is $64. Two peaks occur: one in the $0-to-$24 range and another in the $50-to-$74 range. The lower range largely reflects the North American influence, where Amazon may be pushing retailers to offer lower free shipping thresholds due to its strong presence and the heavy push from Prime membership.

Despite the pressure to establish lower free shipping thresholds, 13.9% of retailers set free shipping minimum orders at more than $100.

The three retail sectors most inclined to offer free shipping thresholds include:

  • Home furnishings: 89.6%;
  • Footwear: 88.7%; and
  • Health/cosmetics: 86.0%.

OrderDynamics investigated retail web sites to determine the e-Commerce capabilities, policies and offerings of more than 1,000 retailers from the U.S., Canada, Australia, the UK and the Nordic countries (Sweden, Finland and Norway). 

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