Can't BOPIS? Deliveroo delivers your orders same-day

Lockdowns accelerated flexible fulfillment: retailers added BOPIS/BOPIL and tapped Deliveroo-style couriers for rapid local delivery. Partnerships like Holland & Barrett and Morrisons met immediate needs, outperforming traditional shipping. With tech like Deliveroo’s “Frank” and U.S. analogs such as Postmates, on-demand delivery expands globally, shaping expectations and boosting resilience.

Written by TheGenieLab

Oct 16, 2020

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Express Local Delivery in Lockdown: BOPIS, BOPIL, and the Rise of Deliveroo

During the COVID-19 lockdown, many retailers stayed active by enabling Buy Online, Pick Up In-Store (BOPIS) and Buy Online, Pick Up In Locker (BOPIL). BOPIS lets shoppers purchase online and collect curbside or at a counter, while BOPIL offers secure, contact-minimized pickup from lockers. As customer expectations for speed intensified, a new path also emerged: partnering with Deliveroo for express delivery that brings essential items straight to the doorstep.

Delivery by Deliveroo: Meeting Immediate Needs

Plenty of grocery chains already offered delivery, but smaller, high-demand product lines also needed fast local options. A clear example is Holland & Barrett, where vitamins, wellness items, baking ingredients, and soya-based meat alternatives are now available via Deliveroo. Even supermarkets without established delivery programs adapted quickly—Morrisons partnered with Deliveroo to provide a curated list of 70 essential household items with delivery in under 30 minutes, a meaningful shift for time-sensitive shoppers and online grocery shopping habits.

From Takeaways to Everyday Essentials

Deliveroo built its reputation by bringing restaurant meals and takeaways to your door. With lockdowns shuttering many eateries, demand shifted, and the platform expanded into new categories. Traditional brick-and-mortar retailers began tapping a mature local courier network to move everyday goods rapidly, aligning with the surge in online grocery shopping and the expectation of near-instant availability for essentials.

The Advantages of Choosing Deliveroo Over Traditional Shipping

When you need items in 30 minutes, next-day shipping—or local post that can take two to three days—simply can’t compete. For urgent ingredients or household basics required today, Deliveroo’s express delivery is a decisive advantage, often becoming the differentiator that wins the sale. Have you considered how delivery speed impacts your purchasing decisions?

Availability in the USA and Beyond

Deliveroo is UK-based and has pursued rapid expansion since raising $100 million in 2015 to grow internationally. In the United States, San Francisco–based Postmates provides a similar local-delivery model and works with retailers such as Walgreens. Major metro areas feature multiple food and convenience delivery providers offering comparable services. Deliveroo itself operates in 12 countries and in more than 84 cities worldwide, illustrating the global momentum behind fast, flexible fulfillment.

It’s More Than Just Delivery: Technology and Innovation

Deliveroo has invested in technology that helps riders optimize routes with a predictive algorithm called “Frank,” coordinating customers, riders, and merchants to get orders out efficiently. Imagine a small neighborhood grocer setting up a streamlined menu of essentials, publishing real-time availability online, and using Deliveroo riders to reach nearby households within minutes. That store could serve loyal customers who prefer online grocery shopping, capture new local demand, and maintain cash flow with reliable express delivery capacity. How do you think innovative delivery solutions could shape your shopping experience in the future?

Conclusion: Adapting to New Customer Expectations

If your business needs faster fulfillment than standard eCommerce postage can provide, blending BOPIS or BOPIL with on-demand couriers can help you meet evolving expectations. As economies reopen gradually and public health measures continue, offering alternative online services and flexible delivery options makes practical sense. Are you exploring alternative delivery options to meet your customers’ expectations during these changing times? Consider testing partnerships with established delivery providers to extend your reach, increase convenience, and maintain resilience as shopper behavior keeps evolving.

Source: Original report on Holland & Barrett and Deliveroo

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