Buy Online Pick Up In Store vs Curbside Pickup: Which Fits Your Retail Model?

An omnichannel fulfillment option where a customer orders online and picks up at a store.

Buy Online Pick Up In Store An omnichannel fulfillment option where a customer orders online and picks up at a store. Two common collection variants — in-store BOPIS and curbside pickup — share the same ordering origin but differ in physical handoff, staffing, and customer expectations.

Retailers choosing between in-store BOPIS and curbside pickup must weigh customer convenience, store layouts, labor patterns, and cost. Both reduce last-mile delivery expense and shorten wait time versus home delivery, but they place different operational demands on stores and offer distinct customer experiences.

Key Differences Between The Two

• Handoff Location: BOPIS usually requires customers to enter a store and collect at a designated counter; curbside keeps the customer in the vehicle and has staff deliver to the car.
• Staffing Needs: Curbside requires staff to move goods outside and often handle and load more heavy items; BOPIS concentrates staff at an indoor counter.
• Space Requirements: BOPIS needs indoor staging and pickup points; curbside needs reserved parking spaces, clear signage, and efficient runner protocols.
• Speed Expectation: Curbside is perceived as faster and more contactless; BOPIS can include quick exchanges or try-ons during pickup.

Operational Impact On Stores

Curbside imposes pathing and safety considerations: stores must plan safe routes from staging to parking, manage weather protection, and assign runners. BOPIS requires reliable indoor staging areas, POS or handheld integration for quick order lookups, and space for customers to queue without obstructing sales floor operations.

Cost And Labor Comparison

Curbside can increase per-order labor time because associates travel to vehicles and often assist with loading. BOPIS centralizes the handoff, reducing walk time per order but may require more indoor counter staffing during peak windows. Neither model eliminates labor; they shift labor from last-mile carriers to store associates.

Customer Experience Differences

• Perceived Convenience: Curbside appeals to customers who prioritize speed and minimal contact; BOPIS appeals to those who want to inspect the item or make an immediate exchange.
• Communication Needs: Both need precise ETA messaging, but curbside must coordinate arrival notifications and parking spot identifiers for quick handoffs.
• Security And Verification: BOPIS commonly verifies identity at pickup; curbside may rely on license plate recognition, order numbers, or SMS codes.

When To Choose Curbside

Choose curbside if customers value contactless pickup, your stores have safe and easily accessed parking, and you can staff runners during peak periods. Curbside is well-suited for grocery, heavy goods, or time-sensitive categories where customers want speed and don’t need to enter the store.

When To Choose In-Store BOPIS

Choose traditional BOPIS when customers are likely to browse, try items, or when the pickup workflow includes returns and exchanges. If parking is constrained or your store layout allows an efficient pickup counter, in-store pickup minimizes associate travel time and can drive impulse purchases.

Hybrid And Supporting Options

Many retailers run both options concurrently, routing orders to the pickup method that suits the SKU, customer preference, or store capabilities. Automated lockers and secure pickup cabinets offer a third option that reduces labor and extends 24/7 pickup availability, at the cost of capital equipment and locker management.

Implementation Tips

• Start With Clear Rules: Define which SKUs and which stores support curbside vs in-store pickup.
• Designate Space: Reserve parking and an indoor pickup counter; mark them clearly in-store and online.
• Train Staff On Safety: For curbside, provide equipment for safe lifting and inclement weather procedures.
• Use Simple Verification: Implement dynamic codes or license-plate recognition to speed handoffs while preventing fraud.

In short, the Buy Online Pick Up In Store choice between curbside and in-store pickup comes down to customer expectations, store layout, and labor trade-offs. Curbside emphasizes speed and contactless handoff; in-store pickup supports inspection, returns, and incremental sales. Many retailers find the best result in a hybrid approach that aligns pickup methods to SKU type and customer need.