Comment: AI is not permitted in Wikipedia, see WP:NEWLLM.In addition the main source is Researchgate (which AI loves) but is a content aggregator, so that needs better sourcing. ChrysGalley (talk) 09:54, 28 March 2026 (UTC)
Buy online, return in-store (BORIS) is a retail strategy that allows consumers to purchase items via an e-commerce platform and return them to a physical brick-and-mortar location.[1] This omnichannel approach has become a standard part of modern product return management, designed to bridge the gap between digital shopping and physical store operations.[2]
Operations and logistics
To make this process work, retailers must closely integrate their web sales databases with physical inventory systems.[2] When a shopper brings an online order back to a store, staff members process the return on-site. The item is then either restocked immediately on the local shelves or shipped back to a central distribution hub.
From a business perspective, companies adopt the BORIS method primarily to cut down on reverse logistics expenses, particularly the high cost of return shipping labels that would otherwise be paid for individual mail returns.[1] Consolidating these returns at the store level before sending them back in bulk to warehouses also helps retailers manage the environmental footprint of their shipping networks.[3]
Consumer behavior
Offering a seamless in-store return option significantly impacts how consumers shop online. Many buyers actively look for this option to avoid the hassle of traditional mail returns—which often involve finding a box, printing new shipping labels, and waiting weeks for a refund to process to their credit cards.[4]
Store owners also benefit from the increased foot traffic. Research shows that when customers come in to drop off an unwanted item, they frequently end up browsing and making unplanned, impulse purchases during the same trip. This phenomenon not only recovers some of the lost revenue from the return but also boosts long-term customer loyalty.[4]
See also
References
- Jin, D.; Caliskan-Demirag, O.; Chen, F. Y.; Huang, M. (2020). "Omnichannel retailers' return policy strategies in the presence of competition". International Journal of Production Economics. 225: 107595. doi:10.1016/j.ijpe.2019.107595.
{{cite journal}}: CS1 maint: article number as page number (link) - Bernon, M.; Cullen, J.; Gorst, J. (2016). "Online retail returns management: Integration within omnichannel distribution". International Journal of Physical Distribution & Logistics Management. 46 (6/7): 584–605. doi:10.1108/IJPDLM-01-2015-0010.
- Salpini, Cara (2 November 2020). "Ahead of Black Friday, retailers brace for online returns". Retail Dive. Retrieved 12 June 2026.
- Hao, J.; Richey, R. G.; Morgan, T. R.; Slazinik, I. M. (2024). "The BORIS experience: evaluating omnichannel returns and repurchase intention". International Journal of Physical Distribution & Logistics Management. 54 (11): 44–81. doi:10.1108/IJPDLM-09-2023-0357.