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.
- Check pickup, time slots and confirmations in your own Microcart setup before publishing these options.
Click and collect lets customers order online and pick up their purchase at an agreed location. Explain when the order will be ready, where to collect it and how payment works. Align stock records, confirmations and collection instructions so customers and staff have the same information at hand.
How does it work?
Agree who checks, reserves and prepares the order. Send the collection notice only when the correct product is ready, including the location, opening times and order evidence required. Define how uncollected orders and changes are handled. Collection still needs staff, space and administration.
An illustrative pickup scenario
Illustration, not a reported customer case: someone needs a gift tomorrow and chooses pickup. For this scenario, check whether stock is reserved, when the order is ready, who sends confirmation and how collection is recorded. An additional purchase at pickup is possible but not assured.
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.
Check which collection options your platform account supports. Try an order inside and outside your published collection hours, and inspect stock reservation and messages. If time slots or automatic notices are unavailable, agree a workable alternative before promising those options. Related reading: inventory management.
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 telling the customer that the order is ready.
- Making collection slow or cumbersome.
- Not keeping your inventory in sync, so customers arrive to collect products that have already been sold.
- 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?
Your offer determines this. State beforehand whether collection is free or charged. Even without parcel shipping, preparation and space are needed; include those costs in your own calculation.
Does it benefit me?
It depends on the work and uptake. Record preparation time, storage space, uncollected orders and any additional purchases. Compare those costs and proceeds with shipping. Do not budget cross-selling as a guaranteed return.
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.
