BOPA (Buy Online, Pickup Anywhere) is e-commerce order fulfillment through a network of commercial pickup locations. It enables online retailers to offer customers more options, including the ability to ship packages anywhere for convenient pickup.
This index captures trends and insights surrounding the use of BOPA by online retailers and shoppers in the U.S.
BOPA is a new concept for U.S. consumers, but it is rapidly becoming popular with online shoppers and e-commerce retailers. Via.Delivery analyzed thousands of e-commerce transactions and found nearly 1 in 5 online shoppers chooses BOPA when given the option. Cost savings, convenience, and the added security of having purchases delivered to retail locations — such as grocery stores or pharmacies — are top reasons consumers give for using BOPA.
Based on the Index findings, we predict BOPA will become a preferred delivery method that is widely used in the U.S. in the next 3-5 years.
BOPA Is Primed for Growth in the U.S.
There is huge growth potential for BOPA in the United States. Online shoppers are hyperaware of supply chain challenges, rising delivery costs, increasing package thefts and other issues that are impacting residential delivery experiences. And they're interested in alternative delivery options.
In the U.S., consumers don't immediately think to use BOPA because it has not been offered on e-commerce websites at checkout. Now that Via.Delivery's plugins for direct-to-consumer sites are enabling more shoppers to easily select BOPA, adoption has increased and should continue to do so.
When offered at checkout, 18% of online shoppers in the U.S. currently choose to use alternative delivery locations. Increasing interest from both shoppers and online retailers who are looking for more affordable, secure, and convenient shipping options is expected to drive greater BOPA adoption.
High adoption of BOPA in other countries shows the potential for growth in the United States.
Cost is the top factor driving adoption of BOPA, particularly now that U.S. residential shipping rates have risen sharply. According to U.S. consumers, the savings that BOPA offers over residential shipping is the main reason for choosing shipping to a commercial location.
Beyond saving money, shoppers also report being drawn to BOPA because it offers more convenience and security than residential delivery. A majority of Americans admit to feeling more worried about theft now vs. before the pandemic. Added security is the primary reason 15% of online shoppers use BOPA. Another 15% of consumers choose BOPA because it offers convenient delivery and pickup choices for every online order. Finally, 15% of shoppers say they choose BOPA to keep gifts a secret.
The major U.S. city with the highest use of BOPA is New York City. Chicago has the second highest rate of BOPA usage.
Four of the seven major U.S. cities ranked worst for package theft also rank among the top cities with the highest adoption of BOPA: Portland, Seattle, Austin, and San Francisco.
Worst Metro Cities for Porch Pirate Thefts
1. Denver, CO
2. San Francisco, CA
3. Salt Lake City, UT
4. Seattle, WA
5. San Antonio, TX
6. Austin, TX
7. Portland, OR
Metro Cities with Highest Use of BOPA
1. New York, NY
2. Chicago, IL
3. Portland, OR
4. Seattle, WA
5. Austin, TX
6. Los Angeles, CA
7. San Francisco, CA
More than 9 in 10 Americans live within 5 miles of a BOPA location, and more than half of those who have used BOPA live within 1 mile of a pickup point. The nearby proximity of pickup locations makes BOPA not only convenient, but also a sustainable delivery option. Shoppers who live near a BOPA location can reduce the carbon footprint of their delivery by walking or biking to pick up their package.
2022 Will Be a Big Year for BOPA
Shipping to commercial locations can be up to 30% cheaper than residential shipping. In the wake of delivery rate hikes from major carriers, rising fuel costs, and courier shortages that are driving up delivery costs, both online retailers and shoppers are looking for more affordable shipping options.
We've heard from online store owners who say they are excited to offer greater choice and convenience, while also enabling customers to save money on shipping. Via.Delivery expects that more e-commerce brands will begin offering BOPA to customers in 2022. As that happens, more shoppers across the U.S. will use BOPA to take advantage of cost, convenience, and security benefits.
The BOPA Index will be updated with new data each quarter. Check back soon for updates.