“Buy online, pick up in the store” became increasingly prevalent, with retailers creating more integrated systems that allow us to see the online merchandise that may not be available in the store, as well as the store merchandise that might not be available online.
Some of the merchandise was available in both places, and you could at least see the full universe through these systems.
You would know if an item was carried in the retailers’ stores, then you could find out if your local store had it, buy it online, and arrange to pick it up there.
Once retailers got to that point, it became more and more logical to have the store ship at least some merchandise out, as they did in the early days.
And today, we're seeing even more shipping from stores because e-commerce orders that are “order online, pick up in the store” have risen substantially with Covid.
With more and more orders being fulfilled this way, it’s imperative that stores are able to handle e-commerce effectively.
In fact, Best Buy reported recently that 60% of their e-commerce orders are either buy online, pick up in store or buy online, pick up curbside.
More than half of their online orders are not only being fulfilled through the store, but they're actually being physically picked up at the store.