Key takeaways
- Click & collect allows customers to order online and pick up in store.
- It saves shipping costs and attracts extra visitors to your store.
- Make sure stock and collection times are set correctly.
- Microcart supports pickup and delivery with their own time slots.
Click & collect means: your customer orders online and picks up the order in your store or at a collection point. It sounds simple, but it's one of the smartest ways to make your store and webshop work together — and it's extremely popular. The customer saves on shipping costs and waiting for the delivery person, and you get someone physically into your store, who often brings something extra with them. This guide explains how it works, how to set it up, what variants there are and for whom it is worthwhile.
How does it work?
In your webshop, the customer chooses “collection” instead of shipping at checkout. He pays online (or at pick-up, if you allow), you receive the order and prepare it, and you let the customer know that it is ready. The customer comes by at an agreed time and takes it with him. No parcel service, no shipping label, no shipping costs — just get it ready.
An example from practice
A customer sees a gift in your webshop in the evening that she needs tomorrow. Shipping takes too long. With click & collect, she orders and pays immediately, and picks it up the next morning on the way to the party. You made the sales you would have otherwise lost to a faster competitor — and she walked into your store, taking the cards and wrapping paper with her. The latter is no coincidence: those who come by to pick up food often buy something extra.
Why customers (and you) like it
For the customer:
- no shipping costs and no waiting for the delivery person;
- fast — can often be picked up the same day;
- no loss - no package that does not fit in the letterbox or a failed delivery;
- security — he sees and checks the product immediately upon collection.
For you:
- no shipping costs and hassles for those orders;
- extra store visit — additional sales upon collection;
- a reason for local online shoppers to order from you instead of from a web giant;
- fewer failed deliveries and the resulting returns.
This is how you set it up (in 5 steps)
- Enable “collection” as a delivery option in your webshop, in addition to shipping.
- Set your pick-up times — when can someone come? Put this clearly on your site.
- Determine your working method: where do you prepare orders, and who prepares them?
- Arrange a notification to the customer as soon as the order is ready (an automatic email or message).
- Test it yourself with a trial order, so that you know that the entire flow runs smoothly.
Many webshop platforms have pickup as a ready-made option; all you have to do is turn it on and set your pick-up times. Your stock must be correct across your channels — see inventory management — so that you do not have what is no longer available picked up.
Variants to consider
- Click & reserve — the customer makes a reservation online and only pays upon collection. Reducing the barrier for those who want to see it first.
- Collection point without a shop — no shop? Then collection is sometimes possible by appointment from home or a fixed point, useful for local makers.
- Lockers or a fixed collection point at a busier business, so that collection is quick without a queue.
Make it easy for the customer (and yourself).
- clearly state where and when collection is possible;
- always send a message as soon as it's ready — nothing is more annoying than showing up for nothing;
- keep pick-up quick — a long checkout line takes away the entire benefit;
- seize the moment: feel free to place a suitable product next to the order, or point out a promotion.
Who is it suitable for?
Click & collect is ideal if you have a physical store or a regular collection point and your target group lives nearby. It fits seamlessly with combine store and webshop. If you sell purely online without a pick-up location, then it is not for you; then focus on smart shipping costs instead of pickup.
Common mistakes
- Unclear collection times, resulting in customers standing in front of a closed door.
- Not letting you know that the order is ready.
- Making retrieval slow or cumbersome.
- Not keeping your inventory in sync, so you have what has already been sold picked up.
- Missing the opportunity to offer something extra at pick-up.
Frequently asked questions
What is click & collect?
Order online and pick up the order in the store or at a collection point, instead of having it delivered. The customer saves shipping costs and waiting time.
What do I need to offer it?
A physical collection location, an online store that supports “collection” as an option, clear collection times and a way to notify the customer when it is ready. Many platforms have this built in.
Is click & collect free for the customer?
Usually yes — there are no shipping costs because the customer picks up themselves. That's one of the reasons it's so popular.
Does it benefit me?
Yes: you save shipping hassle and costs, and customers who visit often buy something extra. It draws extra people into your store and gives local shoppers a reason to buy from you.
What is the difference with click & reserve?
With click & collect, the customer usually pays online; With click & reserve he makes a reservation online and only pays upon collection. The latter lowers the barrier for those who want to see it first.
Who is it not suitable for?
For those who sell purely online without a physical pickup location. Then focus on smart shipping options instead of pickup.
Get started
If you have a store or regular collection point, enable “collection” as an option, set clear collection times and agree with yourself how you will prepare orders and notify the customer. Test the flow with a trial order and use the pick-up moment to sell that little bit extra. Also read how to combine store and webshop.
