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.”