Consumers seek convenience as click and collect gains ground across retail

A report by consumer intelligence firm NielsenIQ and the Food Industry Association (FMI) shows that while the share of pick-up orders in US e-commerce grocery fulfillment fell from 22.6% in 2023 to 20.5% in 2025, total revenue increased by 18.1% over the period, reaching $65.8 billion (€56.5B).

In the pet category, pick-up orders accounted for 8% of online sales, generating $3.2 billion (€2.7B) in revenue. This represents one of the lowest click-and-collect penetration rates among online orders across categories, ahead of only health and beauty care, at 7.5%.

“Shoppers choose pick-up for immediate needs, especially in food and household care, while shipped/delivery leads for routine replenishment, particularly in beauty, pet and wellness,” the report says.

However, the organizations note that while click and collect lags behind shipping and delivery options in the US, it is unlikely to become obsolete as a fulfillment method “because it continues to meet important needs for many consumers, especially when it comes to perishables.”

Omnichannel 3.0

Investments in click and collect, including dedicated pick-up points and buy online, pick up in store (BOPIS) services, are part of companies’ increased focus on omnichannel retail.

Service provider Glory has identified what it calls a unified commerce ecosystem as the main retail trend in 2026. “By tying front‑of‑house transactions to accurate, real‑time data, retailers can offer reliable click and collect, queue‑busting self‑checkout and consistent promotions in every location. That’s the foundation unified commerce demands,” it says.

London-based consulting agency Ikano Insight says these developments are part of what it calls ‘omnichannel 3.0’ in which logistics, experience and fulfillment converge. It includes enhanced BOPIS infrastructure, “supported by lockers, pick-up points and real-time customer updates.”

To further strengthen these operations and offer a seamless service to consumers, the consultancy also recommends smarter store-based fulfillment and the use of AI to select “optimal pick locations to minimize cost and speed delivery,” as well as “integrated returns ecosystems, blending physical and digital processes to reduce friction and cost.”

Pets at Home

Pet retailers are adjusting their infrastructure to offer greater convenience to customers collecting online orders. Customers increasingly expect accessible collection points, convenient parking and flexible collection times. For Pets at Home, these requirements have prompted changes to store layouts and the way collection services are managed.

The British company has also invested in its physical estate through its Pet Care Centre refit program, which allows it to adapt stores to changing customer needs and support its omnichannel operations.

Petz and Cobasi

In Brazil, Petz and Cobasi are also benefiting from the growth of store-based online fulfilment. Following their merger in December 2025, the companies reported that digital sales increased by 12.7% year on year in the first quarter of FY2026, reaching 41.4% of total sales.

During the earnings call, CFO Rafael Siqueira said that both businesses had been growing their digital channels, particularly through in-store collection, which offers healthier margins than delivery.

“Both Petz and Cobasi […] grow in the digital channel, most in the Pick Up Store modality, which represents a healthier margin,” Siqueira explained.

The model also creates opportunities to generate additional sales when customers visit physical stores to collect their orders. By combining online convenience with their store networks, the retailers aim to improve digital profitability while encouraging further purchases and strengthening their omnichannel proposition.

The group reported an omnichannel index of approximately 96%, measuring the share of digital sales fulfilled through stores, either via customer collection or last-mile delivery. This highlights the importance of physical locations in the group’s online operations.

Faster collection and additional locations

Retailers are also expanding collection options beyond their own stores to make online shopping more convenient.

British pet retailer Jollyes offers click-and-collect services within one hour of purchase at selected locations. Such services demonstrate how retailers are competing on fulfilment speed as well as product availability and price.

Home improvement retailer B&Q launched a trial with supermarket chain Tesco in April 2026, allowing customers to collect online orders from designated collection points in Tesco car parks. The initiative initially covered six locations. B&Q’s website subsequently listed five active B&Q Collect sites, indicating that the network had changed since the trial was announced.

The company also offers click and collect in as little as 15 minutes at eligible stores, giving customers a faster alternative to home delivery when they need products quickly.

Coles in Australia

Australian supermarket group Coles continued to invest in collection services and online fulfilment during its 2026 financial year, which ended on 28 June 2026.

According to its annual report, supermarket e-commerce sales increased by 26.4% to A$5.6 billion, with online sales penetration reaching 13.6%. The group also expanded its rapid click-and-collect service.