BOPIS costs retailers $2-4 per order vs $6-12 for shipping, delivers in hours vs days, and drives 30-40% add-on purchases. But delivery offers convenience and reach. Learn when to recommend each option and how to balance fulfillment strategies for maximum profit and customer satisfaction.
A man and woman at a boutique counter discussing a clothing purchase.
Photo by MART PRODUCTION on Pexels

Last week I watched a customer at Target stare at checkout for 30 seconds, debating "Ship" or "Pick Up Today." She had three items—socks, a phone charger, and dish soap. Total: $24. Shipping was free over $35, but $5.99 below that. Pickup was free, ready in 2 hours, but she'd have to drive back to the store.

She chose pickup. Got her order that afternoon. And bought $18 more stuff while there.

That's the BOPIS vs delivery decision in action—not just for customers, but for retailers making strategic choices about which fulfillment method to emphasize. Do you steer shoppers toward pickup or delivery? When does each make sense? What's the real cost difference?

Here's what I'll show you: complete cost breakdowns for both fulfillment methods, speed comparisons, customer experience factors, when to push each option, and a calculator to model your own scenarios. Whether you're a retailer optimizing operations or a shopper making smart choices, this guide gives you the data to decide.

What You'll Learn:

Cost Comparison: BOPIS vs Delivery (Retailer Perspective)

For retailers, BOPIS costs $2-4 per order (labor for picking and staging) versus $6-12 for home delivery (packaging, carrier fees, labor). That's 50-70% cost savings. However, BOPIS requires physical store locations and generates fewer impulse purchases from online browsing. Delivery reaches customers anywhere but has higher fulfillment costs and longer timelines. The optimal strategy uses both: pickup for local, urgent orders; delivery for distant customers and convenience-focused shoppers.

Let's break down the actual costs retailers face for each fulfillment method:

BOPIS Fulfillment Costs (Per Order)

Cost Component Typical Cost Notes
Staff picking time $1.50-$2.50 5-15 minutes at $15-20/hr wages
Bagging & staging $0.25-$0.50 Bags, labels, shelf space
Pickup handoff $0.50-$1.00 2-5 minutes staff time at counter/curbside
Technology & overhead $0.25-$0.50 POS, notifications, systems
Total BOPIS Cost $2.50-$4.50 Average: $3.50 per order

Delivery Fulfillment Costs (Per Order)

Cost Component Typical Cost Notes
Picking & packing $2.00-$3.50 Warehouse or store pick, box, tape, label
Packaging materials $0.75-$1.50 Box, filler, tape, protective materials
Carrier shipping fees $4.00-$8.00 USPS, UPS, FedEx; varies by weight/distance
Technology & overhead $0.50-$1.00 WMS, shipping software, label printing
Returns processing $1.00-$2.00 ~15% return rate × $7-12 reverse logistics
Total Delivery Cost $8.25-$16.00 Average: $11 per order

According to Shopify's fulfillment research, retailers save an average of $7.50 per order by fulfilling via BOPIS instead of shipping. For a retailer processing 1,000 orders per month, that's $90,000 annual savings by converting just half to pickup.

Hidden Costs & Benefits

BOPIS Hidden Benefits:

  • Add-on purchases: 30-40% of pickup customers buy additional items in-store (average $15-25 extra per visit)
  • Lower return rates: 5-8% vs 15-25% for delivery (customers inspect before leaving)
  • Inventory efficiency: Use existing store stock vs warehouse or separate inventory pools
  • No delivery disputes: No "package stolen," "wrong address," or damaged-in-transit claims

Delivery Hidden Benefits:

  • Geographic reach: Serve customers hundreds of miles away, not just local
  • Higher AOV: Online shoppers often browse and add more items ($50-80 AOV vs $30-50 BOPIS)
  • No store infrastructure needed: Can run pure e-commerce with warehouse only
  • Impulse purchases: "You might also like..." drives cart adds

Speed & Convenience Comparison

Beyond cost, time-to-customer and convenience shape which option customers choose:

BOPIS Speed

  • Same-day fulfillment: Order by afternoon cutoff (typically 2-5pm), pick up that evening
  • Next-day guaranteed: Order anytime, ready by next day
  • Average ready time: 1-4 hours during store hours
  • Fastest examples: Best Buy 1 hour, Target 2 hours, Walmart 2-3 hours
  • Customer time investment: 10-30 minutes round-trip drive + 2-5 minute pickup

BOPIS wins on speed when: Customer needs item today or tomorrow, and store is within 15 minutes.

Delivery Speed

  • Standard shipping: 3-7 business days (USPS, UPS Ground)
  • 2-day shipping: Available for premium ($8-15) or over threshold (free over $50-100)
  • Overnight: $20-40; mostly business use
  • Amazon Prime: 1-2 days for members; same-day in select cities
  • Customer time investment: Zero (package comes to door)

Delivery wins on convenience when: Customer values not leaving home over speed, or lives far from stores.

Real-World Speed Scenarios

Scenario 1: Urgent Need (Phone Charger, Birthday Gift)

Winner: BOPIS – Ready in 1-2 hours vs 1-2 days minimum for delivery

Scenario 2: Routine Purchase, No Rush (Clothes, Home Goods)

Winner: Delivery – Convenience of home delivery outweighs speed advantage

Scenario 3: Bulk Groceries or Heavy Items

Winner: BOPIS (Curbside) – Avoid shipping costs on heavy items; drive up, staff load your car

Scenario 4: Rural Location (No Stores Within 30 Minutes)

Winner: Delivery – Even with 3-5 day wait, beats driving 60+ minutes round trip

Customer Experience Factors

Cost and speed matter, but experience drives repeat business. Here's how each method impacts customers:

BOPIS Customer Experience

Advantages:

  • Certainty: You see the item before committing; can inspect and refuse if wrong
  • Control: Pick exact time window for pickup; no waiting for delivery window
  • No porch theft risk: Package theft eliminated
  • Immediate gratification: Get item hours after ordering, not days
  • Personal interaction: Can ask questions, get help at pickup

Disadvantages:

  • Requires trip: Must drive to store, find parking, go inside (or wait curbside)
  • Store hours limit: Can't pick up at 2am; stuck with business hours
  • Location dependency: Only works if store is nearby
  • Potential wait: If store is busy or disorganized, pickup takes longer

Delivery Customer Experience

Advantages:

  • Ultimate convenience: Zero effort; package appears at door
  • No time constraints: Order 24/7, package waits for you
  • Geographic freedom: Works anywhere with an address
  • Good for large/heavy items: No need to transport yourself

Disadvantages:

  • Waiting: 1-7 days; no instant gratification
  • Theft risk: Porch pirates are real; 1 in 50 packages stolen (varies by area)
  • Delivery windows: May need to be home, or package left outside
  • Return hassle: Must repackage, print label, drop at carrier or schedule pickup
  • Environmental impact: Individual packaging and trucks vs efficient store trips

Customer Preference Data

According to retail studies, customer preference splits:

  • 45% prefer delivery for routine purchases (convenience wins)
  • 35% prefer BOPIS when available nearby (speed + certainty)
  • 20% use both depending on urgency and item type

For groceries specifically, studies show 60%+ prefer pickup over delivery—seeing and selecting fresh produce matters.

Want to Optimize Your Fulfillment Strategy?

Our BOPIS Holiday Ops Kit includes cost calculators, staffing models, and decision frameworks to balance pickup and delivery for maximum profit and customer satisfaction.

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Includes: Cost analysis spreadsheet, SLA calculator, policy templates, signage pack, training materials.

When to Use BOPIS (For Shoppers & Retailers)

BOPIS makes sense in specific situations. Here's when to choose (or promote) pickup:

For Shoppers: Choose BOPIS When...

  • You need it urgently: Today or tomorrow delivery required
  • Avoiding shipping fees: Order under free shipping threshold; pickup is free
  • Concerned about theft: Live in area with package theft issues
  • Want to inspect first: Clothes sizing, electronics condition, etc.
  • Buying heavy/bulky items: Furniture, appliances, cases of water—let store load your car
  • Store is convenient: Already planning a trip, or store is on your commute route
  • Shopping groceries/perishables: See freshness, ensure proper temperature handling

For Retailers: Push BOPIS When...

  • Customer is within 15 miles: Geography makes pickup convenient
  • Order value under free shipping minimum: Offer pickup as free alternative
  • High-margin items: Customer may buy add-ons in-store
  • Item is heavy/oversized: Shipping is expensive; pickup saves you money
  • During peak seasons: Carrier delays risk; pickup guarantees timeline
  • Customer orders multiple small items: Picking from store is faster than warehouse
  • You have excess store inventory: Move stock from stores instead of centralizing

BOPIS Success Formula

BOPIS works best when: Proximity + Urgency + Cost Savings > Convenience Value

Translation: If the store is close, customer needs it soon, and pickup saves money, BOPIS wins.

When to Use Delivery (For Shoppers & Retailers)

Delivery is the right choice in other scenarios:

For Shoppers: Choose Delivery When...

  • No nearby stores: Live in rural area or far from locations
  • Not urgent: Can wait 2-7 days; convenience matters more
  • Multiple small items: Don't want to make a trip for socks and phone case
  • Free shipping available: Order over threshold or have membership (Prime)
  • Mobility limitations: Difficulty traveling or carrying items
  • Want contactless: Prefer zero-interaction delivery
  • Shopping from multiple retailers: Consolidating trips isn't possible

For Retailers: Offer Delivery When...

  • Customer is 20+ miles away: Pickup becomes inconvenient
  • No local stores: Your business is online-only or lacks proximity
  • High-value order: Customer spent $100+; absorb shipping cost for satisfaction
  • Customer loyalty member: Free shipping as membership benefit
  • Fragile/temperature-sensitive items: Specialty packaging ensures safe arrival
  • Gift purchases: Ship directly to recipient
  • International orders: BOPIS doesn't work; delivery only option

Delivery Success Formula

Delivery works best when: Convenience + Geographic Necessity > Speed + Cost

Translation: If customer values convenience or lives far away, delivery wins despite higher costs and slower timeline.

BOPIS vs Delivery Decision Calculator

🧮 Calculate Which Fulfillment Method Works Best

Use this calculator to compare BOPIS vs delivery based on your specific situation. Input order details and see cost, time, and profitability analysis.

Calculator loading... (JavaScript must be enabled)

Retailer Strategy: Balancing BOPIS & Delivery

The smartest retailers don't choose one or the other—they optimize both and guide customers to the right option.

Strategic Fulfillment Framework

Tier 1: Default to Customer Proximity

  • Customer within 10 miles → Emphasize BOPIS ("Get it today! Free pickup in 2 hours")
  • Customer 10-25 miles → Present both equally
  • Customer 25+ miles → Default to delivery

Tier 2: Consider Order Value

  • Under free shipping threshold → Highlight pickup ("Save $5.99 with free store pickup")
  • Over threshold → Emphasize delivery ("Free shipping! Arrives in 2 days")
  • Very high value ($200+) → Offer both, default delivery (better experience for premium orders)

Tier 3: Factor Urgency Signals

  • Searches like "near me," "today," "urgent" → Push BOPIS hard
  • Normal browsing → Present both
  • Gift category → Suggest delivery (ship to recipient)

Checkout UX Best Practices

How you present options at checkout massively impacts selection:

  • Show both side-by-side: Equal visual weight; let customer choose
  • Display cost & time clearly: "Pickup: Free, ready in 2 hours" vs "Delivery: $5.99, arrives Thursday"
  • Use visual cues: Icons, color coding (green for fastest/cheapest)
  • Default wisely: Pre-select the option that benefits both customer and your business
  • Add social proof: "Most customers near you choose pickup"

Smart Inventory Allocation

To support both fulfillment methods:

  • Fast-movers: Stock in all store locations for BOPIS availability
  • Slow-movers: Centralize in warehouse; ship-from-warehouse for delivery
  • Seasonal/promotional: Distribute to stores during peaks; consolidate after
  • High-value/fragile: Keep in warehouse with proper packaging for delivery

Blended Fulfillment Models

Advanced retailers use hybrid approaches:

  • Ship-from-store: Store picks, packs, and ships (combines BOPIS picking efficiency with delivery reach)
  • Same-day delivery: Store picks, third-party courier delivers within hours (Instacart, DoorDash model)
  • Buy online, return in-store (BORIS): Delivery purchase, store return (reduces reverse logistics costs)

For complete implementation guidance, see our BOPIS & Curbside Holiday Playbook.

Frequently Asked Questions: BOPIS vs Delivery

Is BOPIS faster than delivery?

Yes, BOPIS is typically much faster—orders are ready in 1-4 hours vs 1-7 days for delivery. Target and Walmart offer 2-hour pickup, Best Buy promises 1 hour. Even Amazon Prime (1-2 days) can't match same-day pickup speed for urgent needs.

Is BOPIS cheaper than shipping?

For customers, BOPIS is often free while shipping costs $5-10 for orders under free shipping thresholds. For retailers, BOPIS costs $2-4 per order vs $8-16 for delivery fulfillment—a 50-70% savings.

What are the disadvantages of BOPIS?

BOPIS requires customers to travel to a store, works only during store hours, and is limited to areas near physical locations. Customers must invest 10-30 minutes for the trip. It also doesn't work for gifts being shipped to others or for customers with mobility issues.

Do customers prefer BOPIS or delivery?

Preference is split: about 45% prefer delivery for convenience, 35% prefer BOPIS when nearby for speed and cost savings, and 20% use both depending on urgency. For groceries specifically, 60%+ prefer pickup to inspect freshness.

Can I return a BOPIS order immediately at pickup?

Yes, most retailers allow you to inspect and return/exchange items immediately at pickup. This is actually an advantage over delivery, where you must repackage and ship returns back (taking 7-14 days for refund).

Is BOPIS more environmentally friendly than delivery?

It depends. BOPIS consolidates shopping trips (one trip gets multiple items), while delivery means individual packaging and truck routes per order. However, if you make a dedicated trip just for pickup, environmental impact is similar. Curbside pickup on your regular route is most efficient.

Which is better for retailers: BOPIS or delivery?

Both serve different needs. BOPIS is better for: local customers, same-day orders, cost savings, and driving add-on purchases in-store. Delivery is better for: distant customers, reaching new markets, convenience-focused shoppers, and high-value orders where experience matters most.

Can retailers save money by focusing only on BOPIS?

You'd save on fulfillment costs but lose significant market reach—customers beyond 20 miles won't buy if pickup is the only option. Best strategy: offer both and guide local customers toward pickup while serving distant customers via delivery.

What is the best BOPIS vs delivery strategy for small businesses?

Start with BOPIS if you have a physical store—it's cheaper and easier to implement. Add delivery later as volume grows. Use calculated shipping (customer pays actual cost) or free shipping thresholds to protect margins until you have volume to negotiate carrier discounts.

How do I decide which fulfillment method to promote?

Use this framework: If customer is within 15 miles and order is under free shipping threshold, promote pickup. If customer is 25+ miles or order is high-value, promote delivery. For 15-25 miles, present both equally and let urgency dictate.

Does BOPIS increase in-store sales?

Yes, significantly. Research shows 30-40% of BOPIS customers purchase additional items when picking up orders, with average add-on purchases of $15-25. This "basket building" effect makes BOPIS customers more valuable than pure online shoppers.

Can I offer both BOPIS and same-day delivery?

Yes, many retailers do this via services like Instacart, DoorDash, or Uber Direct. Store staff pick orders (same as BOPIS), but a courier delivers within 2-4 hours instead of customer pickup. This combines BOPIS cost efficiency with delivery convenience, though courier fees apply.

Making the Right Choice: BOPIS vs Delivery

The BOPIS vs delivery debate isn't about which is "better"—it's about which serves your specific situation. Both fulfillment methods have clear roles in modern retail.

Here's what you need to remember:

  • BOPIS wins on speed and cost: 1-4 hours vs 1-7 days; $3.50 vs $11 fulfillment cost per order
  • Delivery wins on convenience and reach: Zero customer effort; serves anyone with an address
  • BOPIS drives add-on purchases: 30-40% buy extra items in-store (average $15-25)
  • Delivery enables broader market reach: Serves rural, distant, and convenience-focused customers
  • Best strategy is offering both: Guide local customers to pickup, distant customers to delivery
  • Checkout presentation matters: Show cost and time clearly; default to the option that serves both customer and business
  • Geography is the #1 factor: Within 15 miles → push pickup; beyond 25 miles → delivery only

For shoppers: Choose BOPIS when you need speed, want cost savings, or prefer certainty. Choose delivery when convenience matters more or stores aren't nearby.

For retailers: Optimize both options, make the decision easy at checkout, and use smart defaults based on customer proximity and order characteristics. Track metrics (fulfillment cost, pickup rate, add-on purchases) and refine your strategy over time.

The future of retail is omnichannel—customers expect flexibility to choose the fulfillment method that fits their current needs. Winners will be retailers who make both options work seamlessly.

Continue Learning:

Optimize Your Fulfillment Strategy

Get our BOPIS Holiday Ops Kit with cost analysis spreadsheets, decision frameworks, staffing calculators, and implementation guides to balance pickup and delivery for maximum profitability.

Get the Complete BOPIS Ops Kit – $29

Includes: Cost calculator, SLA modeling tool, policy templates, signage pack, staff training slides.