U.S retailers lag in 'click and collect' capabilities

U.S. omnichannel business is still in its infancy, with just 28 percent of U.S. retailers offering "click and collect" capabilities, according to a survey by cloud-based order management solutions provider OrderDynamics, released Wednesday.

In comparison, 64 percent of UK retailers say they offer click and collect—the ability to buy online and pickup in store (BOPIS)—the company found in a separate survey of retail businesses in the United Kingdom.

"Though it's the largest consumer market in the world, U.S. omnichannel is still in its early days, evidenced by larger chains advancing at a disproportionately faster rate than mid-market chains," the Toronto-based technology firm said in a statement announcing the findings.

Nearly half of retailers with more than 250 stores said they offer BOPIS options, for example, compared with just 18 percent of companies that have between 51 and 100 stores.

The U.S. study also found that:

• 39 percent of omnichannel retailers offer basic, active inventory visibility;
• 25 percent of all retailers provide free return shipping;
• 42 percent of retailers offer BORIS (buy online return in store);
• 32 percent of omnichannel retailers accept Instagram purchases.

Although the study authors say there is room for improvement in U.S. omnichannel commerce, they also noted that 86 percent of U.S. retailers surveyed have an e-commerce presence and that click and collect grew 5.7 percent compared to findings in the same survey conducted last year.

"E-commerce is deployed well throughout the U.S. retail market, but this research shows omnichannel capabilities continue to mature," said Nick McLean, CEO, OrderDynamics. "As retailers start to take advantage of faster, standardized and much less expensive point [sic] solutions, this profile will shift."