6 Reasons Click and Collect Will Boost Your Sales (and Free You from E-Commerce Giants)

By Charlotte Journo-Baur, founder of WISHIBAM

“We feel like we’re just showrooms for Amazon.”

This striking confession from a shopping mall director perfectly captures the sense of powerlessness that has swept through physical retail in recent years. But a revolution is underway, and it’s called Click and Collect.

Far more than a simple delivery option, Click and Collect represents a profound transformation of the customer journey, seamlessly bridging digital and physical retail. With 76% of consumers reporting a change in their shopping habits since the pandemic (KPMG 2023), this hybrid solution is rising as the answer to new purchasing behaviors.

So, how do you translate this opportunity into sustainable competitive advantage? How do you regain control of your customer relationship versus e-commerce giants? Let’s explore together.

An Agile Response to New Consumer Expectations

Immediacy Without Sacrificing Proximity: When Speed Meets Human Connection

We have all become terribly impatient. A McKinsey study revealed that 56% of consumers now expect products to be available immediately. While pure e-commerce players have long led on this, Click and Collect now offers a perfectly adapted response.

Its power lies in blending immediacy with the irreplaceable human touch of physical commerce. Recently, I saw a customer picking up shoes ordered online; what could have been a simple transaction transformed into a personal exchange with the salesperson, who added colorful laces that matched the customer’s style. The outcome? A delighted client who shared the experience on social media.

This is the magic of Click and Collect: it creates micro-moments of connection that pure e-commerce cannot offer. Each interaction is a chance to personalize, build emotion, and foster loyalty.

Digital Convenience, Physical Reassurance: 73% of Customers Want to See Products Before Taking Them Home

“I want to touch what I’m buying.” This sentiment is constant in consumer surveys—and 73% of customers prefer to examine a product physically before taking it home, even after researching online.

Click and Collect satisfies this need, merging the convenience of digital shopping with the reassurance of physical touch. For apparel, where online return rates can hit 40%, this is invaluable.

I recall a customer choosing between two dress sizes: she ordered both via Click and Collect, tried them at pickup, and kept the best fit. She saved herself an unnecessary outlay; the merchant avoided a costly return.

This “try-on” aspect is so appreciated that 67% of consumers cite it as their main motivation for choosing Click and Collect—ranking above even free shipping (Forrester, 2022).

Moreover, in-store collection creates a sense of positive urgency: unlike home delivery, customers actively participate, driving engagement and reducing last-minute cancellations.

A Profitable Growth Lever for Retailers

Increased Average Basket: +30% on Average During In-Store Collection

WISHIBAM’s data shows the average Click and Collect basket is 30% higher than a pure online basket. Why?

• The “serendipity effect”: in-store collection exposes customers to the entire assortment, sparking impulse buys traditional e-commerce funnels cannot trigger. 64% of these purchases weren’t planned at order time.
• The human factor: trained staff can turn a pickup into a cross-sell opportunity. Retailers report up to 45% more conversions on complementary products through staff prompting.

This uplift is seen across sectors:

• +42% in home appliances
• +37% in fashion
• +25% in specialty food

And it’s not just for big retailers: independents using Click and Collect often experience even higher conversion rates, thanks to local connections and customer rapport.

Reduced Logistics Costs: Fewer Returns, Better Stock Control

Logistics accounts for 15–20% of e-commerce sales costs, with return rates up to 40% by sector. The financial impact is massive.

Click and Collect flips the table:

• Reduces delivery costs (customer handles last mile)
• Lowers return rates to under 8%, as purchases are checked on-site and instantly exchanged if needed
• Improves stock management—stores become mini logistics hubs, optimizing rotation and cutting stockouts

I helped a fashion retailer save over €120,000/year simply by reducing shipping and returns. The environmental benefit is huge too!

With better stock visibility, a sports retailer reduced dormant inventory by 23% in a year and improved customer-perceived availability.

Sovereign Click and Collect: A Strategic Choice for Independent and Resilient Retail

Regaining Control from E-Commerce Giants: Data Sovereignty and Local Loyalty

Independent commerce shouldn’t just survive; it should thrive as a desirable, sustainable alternative. “Sovereign” Click and Collect—fully controlled by the merchant—is key to this emancipation.

• Own your data: unlike marketplaces, you continually build invaluable data capital, understanding behaviors and tailoring offers.
• Boost local loyalty: Click and Collect ties your brand to everyday lives—customers who use it return 2.7x more often than e-commerce-only customers.
• Community dimension: some shops transform collection points into real-life meeting places, creating memorable experiences well beyond the transaction.

For instance, a neighborhood merchant discovered 40% of Click and Collect customers came from an untargeted area. After focusing his marketing there, traffic jumped 22% in six months.

Wishibam—The Ally for Retailers Ready to Digitalize Without Losing Their Identity

At WISHIBAM, we’ve always believed technology should serve people, not the other way around. That’s why our platform adapts to your business—not vice versa.

• Click and Collect deployed in days, with zero disruption
• Interface designed for and with shopfloor teams—order management is as simple as texting
• Features like real-time inventory, customer notifications, and performance dashboards included

The results speak for themselves:

• Average 24% revenue increase in three months
• Sector peaks up to +40% (decoration, premium fashion)

But above all, merchants rediscover the pleasure of their trade:

“Before, I spent my days waiting. Now, I prepare orders, personalize bouquets, and each pickup is a moment of sharing—not just a transaction.”

Click and Collect isn’t mere logistics; it’s a strategic choice that can redefine the customer relationship and boost profitability—while helping independents regain sovereignty and local roots.

FAQ on Click and Collect