Order online, then pick up the purchase in store: click & collect meets a simple customer expectation, the ability to shop at a time that suits them.
For retailers, this service adds another way for customers to shop, without necessarily setting up a delivery system. But it takes a minimum of organization: how do you receive orders, confirm availability and prepare pickups without disrupting how the store runs?
What is click & collect?
Click & collect is a way of selling that lets customers order a product remotely, usually from a website, and then pick it up at a store. The process usually involves four steps:
- The customer chooses their productsThey select their items online.
- They choose pickupThey pick a store and, optionally, a pickup time slot.
- The retailer prepares the orderThe team gathers the products and sets the order aside.
- The customer collects their purchaseThey come by the store at the scheduled time.
Depending on how you set it up, payment can be made online or at pickup.
What are the benefits for a local store?
Offer an extra service
Click & collect lets customers put their purchases together without having to walk the whole store every time. It's especially useful for repeat orders or purchases prepared in advance.
Reduce delivery constraints
Unlike home delivery, in-store pickup doesn't require planning a delivery route or covering a delivery area. You still need to set aside time to prepare and hand over orders.
Keep customers connected to the store
Customers keep coming into the store. Pickup can also be a chance for them to discover new products or get extra advice.
How do you set up click & collect?
Step 1: make your products available to order online
The first requirement is a catalog your customers can access. Each product needs the information required to buy it: name, price, features and availability. If you already have a physical store, it's best to build on your existing catalog. See also how to sell online with a physical store.
Step 2: set your pickup time slots
Not every business has the same constraints. A bakery might offer pickups before lunch, while a grocery store might schedule orders over wider time slots. Decide on:
- the days pickup is available
- pickup hours
- the minimum preparation time
- how many orders can be prepared at the same time
- any periods when pickup isn't available
The goal is to offer time slots that are realistic for both your customers and your team. With Gillia, for example, you can limit the number of orders accepted per time slot.
Step 3: organize order preparation
Each order should be easy to identify. The team needs to know the products, quantities, pickup time and any special instructions. Clear tracking lets you tell orders that are received, in preparation, ready and picked up apart. For fresh or sensitive products, you also need to respect the right storage conditions.
Step 4: sync your inventory
Customers shouldn't be able to order a product that was just sold in store if none is left. When an item is ordered online, available quantities need to be updated according to the reservation or deduction rules of the system you use. To understand how this works, read our article on inventory syncing.
Step 5: keep the customer informed
Customers need to know their order is confirmed and how pickup works. A clear message can include:
- the order number
- the store address
- the pickup date and time
- any special instructions
If your system allows it, a notification can also let them know when the order is ready.
What click & collect mistakes should you avoid?
Preparation times that are too short
An unrealistic lead time can disrupt your team and cause delays. It's better to announce a slightly later pickup time and stick to it.
Outdated availability
A catalog that shows sold-out products can lead to cancellations and disappoint customers.
Online orders and in-store sales mixed together
Without shared tracking, some orders may be forgotten or prepared twice. A centralized solution reduces this risk.
How does Gillia make click & collect easier?
With Gillia, retailers can turn on in-store pickup from their online store. Gillia lets you set time slots and preparation times, receive structured orders and share the information with your connected management tools.
You can also use the AI agent to change certain settings. For example:
“Change the pickup lead time to 30 minutes.”
The goal is to make day-to-day adjustments easier without piling up manual tasks.
Key takeaways
Effective click & collect rests on three things: a reliable catalog, clearly organized pickups and consistent tracking of orders and inventory. See how to turn on click & collect with Gillia.
