Retailers offering pickup grew digital revenue by 49% in 2020

Retailers who innovated to keep up with the changing consumer behavior reaped bigger than those that did not.
NCR Retail
United States-based retailers offering buy-online-pickup-in-store (BOPIS) options increased their digital revenue by 49 percent year-over-year. Comparatively, other retailers had an average increase of 28 percent, according to the research data analyzed and published by Comprar Acciones.

Curbside pickups in the US shot up by 88 percent between November 1 and December 9, 2020. Curbside pickups accounted for 23 percent of all orders during the period, a report from Adobe Analytics states.

Curbside pickups grew by 94 percent from December 1 to December 9, 2020. There was a 33 percent higher conversion rate during the period for retailers who offered the option than those who did not, Adobe Analytics also revealed.

Digital Commerce 360 states that only 6.9 percent of its top 500 retailers offered curbside pickup prior to the pandemic. The figure had risen to 43.7 percent by August 2020.

BOPIS orders went from a 15 percent share at the onset of the pandemic to 25 percent in December 2020. That marked a 65 percent share increase. During the holiday season, it continued to average 25 percent, which is significantly higher than December 2019’s 18 percent, per Adobe’s data.

Big-box giant Target was among the retailers offering curbside pickup services. Its comparable sales for November and December 2020 rose by 17.2 percent compared to 2019. Its comparable digital sales soared by 102 percent during the period, versus a 4.2 percent uptick for in-store sales.

Cumulatively, Target’s Drive Up (curbside pickup), Shipt Delivery and Order Pickup grew by 193 percent. Drive Up had the highest growth of 500 percent while Shipt Up grew by 300 percent.

Target sold over 150 million items under Drive Up and Order Pickup, four times the 2019 figure. In Q2 2020, Target’s digital sales grew by 200 percent. Drive Up surged by 700 percent during the period. In Q3, 2020 it posted an increase of 154 percent in digital sales, with Drive Up soaring by 500 percent.