US click-and-collect sales will maintain strong momentum over the near term, but the fulfillment method is no longer meaningfully stealing dollar volume share from delivery or from in-store purchasing.

On this episode of Reimagining Retail, our analyst Suzy Davidkhanian hosts resident apparel expert Sky Canaves. In "Pop-Up Rankings," they discuss several features from the inaugural apparel benchmark study that didn't rank as high as they would have expected. In the second segment, "What's In-Store," Sky and Suzy visit Nordstrom to check out its click-and-collect hubs, the mobile app scan feature, and different store activations.

Click and collect is set for a strong year in the US, both in terms of sales growth and increases in total buyers.

After more than doubling in 2020, US click-and-collect sales growth slowed to 9.7% in 2021, totaling $80.28 billion in sales.

Walmart Inc. generated $20.38 billion in US click-and-collect sales in 2021.

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US click-and-collect sales more than doubled in 2020, driven by the coronavirus pandemic, and will sustain double-digit growth rates over the next four years. Over 150 million people will make a purchase via click and collect at least once in 2021.

Physical stores with strong click-and-collect had an advantage. Brick-and-mortar roared back during the holidays with shoppers feeling more comfortable post-vaccine. But a mid-December spike in COVID-19 cases from the omicron variant created enough hesitancy to shift late-season purchases to click-and-collect, to the benefit of leading multichannel retailers.

Deploying click and collect. Establishing dark stores. Developing last-mile delivery partnerships. Expanding Ship-from-Store Options.

But while buy online, return in-store (BORIS) has become table stakes, only a few retailers in our study allowed shoppers to return in-store purchases via their website or app. Shoppers want to have their store purchases delivered to their home, though this is another feature that is not yet widely available to them.

The company has expanded to offer online-to-offline (O2O) services to warungs—small family-owned retail businesses in Indonesia—capitalizing on (and invigorating) an important part of Indonesia’s total retail economy. Bukalapak trails Shopee and Tokopedia in Indonesia in total GMV. But given Indonesia’s scale, Bukalapak is still the presumed fourth-largest player in Southeast Asia.

Shoppers are embracing click and collect and delivery. To meet the demand for omni- and multichannel experiences, merchants are implementing increasingly sophisticated payment tools, like Clover Online Ordering with Delivery. Next, providers will focus on developing hybrid solutions that support in-store shoppers tethered to their devices, like price comparison tools or fitting room technology.

For example, urban consumers are increasingly expecting express delivery, and click and collect is gaining traction. Expand to less developed cities and rural areas for growth. Think creatively for solutions to local challenges, especially in last-mile delivery and payment, like partnerships with brick-and-mortar stores, and seek out local influencers.