Click and collect is among the most popular hybrid shopping models in Germany. According to a 2023 survey, 60% of German customers have already used click and collect. Their primary motivations include quick access to products and flexible collection. This model is also popular because it lacks shipping fees and simplifies in-store returns.

Click and collect is already a well-established practice in Germany, especially in retail. Many ecommerce providers choose this model because of the large number of brick-and-mortar stores in Germany, customer preferences for local availability, and customer trust in established businesses.

This article explains what click and collect is, how the model functions, and why it’s especially beneficial for businesses in Germany. We also explain how to implement the tech behind click and collect and describe the best payment methods for the model.

What’s in this article?

• What is click and collect?
  
• How does click and collect work?
  
• Why is click and collect popular in Germany?
  
• What are the advantages of click and collect for businesses in Germany?
  
• How do I set up click and collect in my online store?
  
• How is click and collect evolving?
  

What is click and collect?

Click and collect describes a two-stage purchase model where a customer orders an item online and collects it in person. Customers can pay online or when collecting the purchase in-store. With this model, businesses combine online stores with brick-and-mortar sales channels to create a continuous customer experience.

How did click and collect develop?

Click and collect first emerged in the retail sector in the early 2000s. While it wasn’t called “click and collect,” the basic idea was the same. Early versions involved simple pickup concepts, similar to fast food drive-thrus.

The current model—where the online store is clearly integrated with the brick-and-mortar store—emerged in the German retail sector around 2010. During the COVID-19 pandemic, click and collect surged in popularity, and many businesses have since permanently integrated the service into their sales structures.

Click and collect vs. click and reserve

With click and reserve, a customer reserves a product and pays for it when they get to the store. With click and collect, customers can pay online, which simplifies processing and speeds up collection.

How does click and collect work?

Click and collect is based on a structured process that combines digital ordering with local pickup. The steps are flexible and, in many cases, can integrate into existing processes. Here are the steps in the click and collect process:

• A customer orders a product from a business’s online store.
  
• The business queries the product’s availability at a local branch during the order process.
  
• The business processes the payment online, and the customer selects their preferred pickup location.
  
• The customer receives a confirmation with a digital collection slip, usually via email or app.
  
• The customer receives the product in-store at a clearly marked collection point. Some businesses use lockers or dedicated pickup stations. Many providers give customers flexible collection windows, with some offering same-day pickup.
  

Businesses can adapt the model to their infrastructures, using features such as pickup windows, live stock checks, or quick response (QR) codes for customer identification.

Why is click and collect popular in Germany?

Many German customers use click and collect regularly. They prefer this method because of its flexibility and their expectations of the shopping experience. Cultural preferences, logistical conditions, and the structure of the retail sector have contributed to this model becoming particularly well established. Here’s why this model is so popular in Germany:

Proximity and reliability as a basic principle

Being able to order online and pick up locally suits the purchasing behavior of many German customers. Many prefer to purchase from familiar stores close to home, especially in smaller towns and rural areas.

Confidence and security when shopping

Interacting with a person when picking up products increases customers’ trust and loyalty, which is a key factor in German retail. In-store collection gives customers added reassurance about product safety and reliability, strengthening their confidence in the shopping experience.

Sustainable shopping habits support local businesses

Many customers like click and collect because of its convenience and because it allows them to support local businesses. Omnichannel services such as click and collect enjoy particularly good uptake in smaller towns because they combine local commerce with digital flexibility.

In addition, well-established bicycling and pedestrian infrastructure directly benefits retail. Customers visit more frequently, stay longer, and tend to spend more, indicating that customers prefer or opt for low-emissions collections.

Click and collect around the world: How Germany compares

Click and collect is an established part of modern commerce beyond Germany. The model was established on a large scale in countries such as the UK and France in the 2010s, often organized by large retail chains. The local branch-based approach of major providers also dominates in the US. By 2016, around 61% of US retailers offered some form of “Buy Online, Pick Up In-Store.”

In Germany, however, the retail sector is more diverse, with many medium-sized and owner-managed enterprises. This results in more flexible, localized solutions, with customers especially valuing proximity and reliability. This structure helps customers accept the model, especially when combined with digital infrastructure and mobile applications.

What are the advantages of click and collect for businesses in Germany?

Shopping behavior has changed dramatically over the last few years. Today, many German customers expect the convenience of online shopping and immediate local availability of products. Click and collect is ideal for businesses looking for a smart way to scale up their existing structures or enhance their omnichannel strategies.

Small and medium-sized enterprises (SMEs) can also benefit greatly from click and collect. The model can help businesses increase visibility, reach new target groups, and keep pace with larger platforms. Any business that already has an online store or multiple locations can start offering click and collect relatively easily and integrate the model into their existing processes.

Click and collect creates convenience for customers and provides important benefits for businesses. Combining online payments with in-store pickup makes integration into existing business processes simple. Another advantage lies in the revenue potential. Customers who pick up orders in-store often make additional purchases on-site. This cross-selling effect makes click and collect a revenue driver for retailers. Here are some more advantages of click and collect for German businesses:

• Additional purchases during collection (i.e., cross-selling potential)
  
• Savings on shipping and logistics costs
  
• Improvements to product availability across locations
  
• In-person product inspections that can reduce returns
  
• Flexible pickup that can boost customer satisfaction
  
• Development of new target groups (e.g., digitally savvy customers with local connections)
  

How do I set up click and collect in my online store?

Click and collect doesn’t require a major overhaul to your system to set up, but there are a few technology and organizational aspects you should consider for it to function efficiently and meet your customers’ expectations.

Is your online store ready for click and collect?

It’s important that your online store can do the following:

• Show whether a product is in stock at a specific branch
  
• Allow customers to select “collect in-store” during checkout
  
• Send a collection confirmation as soon as the customer pays
  

Businesses might also need efficient ways to prepare customer orders in-store, such as internal emails or a dashboard for sales staff.

Tech integration with Stripe Payments

You can implement the necessary tech using a variety of different shop systems and payment providers. With Stripe Payments, you can manage payments, payment processes, and notifications across your entire system. The platform helps businesses accept all common payment methods quickly, securely, and globally—including credit cards, Single Euro Payments Area (SEPA) Direct Debit, digital wallets, and buy now, pay later solutions. This happens without affecting convenience for customers or efficiency for businesses. Payments can be configured flexibly—whether for existing shop systems or individually designed online stores.

Plus, with Stripe Webhooks, you can handle important status information, such as for internal warehouse or ordering processes. A frequently used Stripe Event is checkout.session.completed. This Event is triggered after the payment has been completed and can be used to initiate automated notifications, such as pickup notices or internal warehouse processes.

The legal framework for click and collect in Germany

German businesses that offer click and collect are subject to the same legal regulations that apply to regular online orders. A customer’s right of withdrawal generally applies once the business provides the item, not when payment is made online. In addition, invoices must be issued immediately after payment or when handing over the product to the customer, at the latest.

Personal data—such as order details, collection times, and customer information—must be processed in compliance with the General Data Protection Regulation (GDPR). This applies to both storage and transmission (e.g., when sending collection notifications). Therefore, businesses should ensure that all tools and systems are compliant with data protection laws.

Another issue is product liability. As soon as the business provides the item, the same liability regulations for any in-store sale apply. Businesses should define clear internal responsibilities and processes to prevent potential legal gray areas.

What payment methods can I offer for click and collect?

For a smooth click and collect system, businesses should offer customers as many payment methods as possible, especially ones that are fast, secure, and convenient to use online.

Many typical online payment methods are suitable options:

• Credit cards
  
• SEPA Direct Debits
  
• Sofort payments
  
• Apple Pay and Google Pay
  
• Payments on invoice
  

It’s important that the checkout flow is fast, secure, and clear. For businesses, it’s a good idea to choose payment methods that work in online stores and brick-and-mortar stores—ideally ones with automated invoicing, bookkeeping, and real-time confirmations.

How is click and collect evolving?

Click and collect has evolved over the last few years from a pragmatic solution to a permanent feature of omnichannel commerce—and it will likely continue. Customers increasingly expect simple integration of digital shopping and local availability. This includes flexible collection points, real-time notifications, and self-service collection using pickup stations or lockers.

Businesses that want to enjoy the benefits of click and collect should continuously work on their processes. This requires features such as integrated enterprise resource planning (ERP) systems, automated stock checking, and additional collection options at partner locations or via mobile pickup stations.

Long term, businesses should anticipate click and collect to be increasingly combined with other logistics solutions, such as same-day delivery and automated warehouse management. This will likely keep the model relevant and help it grow into a core component of modern shopping processes—digitally supported and locally implemented.