In-Store Pickups Account for Significant Ecommerce Sales - eMarketer

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In-Store Pickups Account for Significant Ecommerce Sales

Big-box stores see large shares of ecommerce sales from in-store pickup

January 25, 2016

Consumers say they want the option to buy online and pick up purchases in-store, and according to research, many retailers are seeing their customers do just that.

According to Slice Intelligence, buy online and pick up in-store sales made up almost a third (30.2%) of Sam’s Club’s total ecommerce sales in 2015. This purchasing option also made up 22.6% of Kmart’s total retail ecommerce sales.

Toys “R” Us and Best Buy also saw big benefits from buy online and pick up in-store. For example, buy online and pick up in-store made up 15.0% of Toys “R” Us’ total retail ecommerce sales and it made up 11.8% of Best Buy’s.

Consumers are increasingly using the buy online and pick up in-store option when they shop, especially if it means they’ll save a few dollars.

An April 2015 study by Blackhawk Engagement asked digital buyers about what would make them likely to try buy online, pick up in-store. Some 86% said they would consider purchasing this way to save $10 on a $50 item. Speed was also appealing: Nearly eight in 10 respondents said they would consider buying digitally and picking up in-store if it meant they could receive an item three days earlier.

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