Click and collect is a popular and successful fulfilment channel in Europe, according to research by JDA. The study looked at online and in-store shopping habits in the UK, France, Germany and Sweden and found that 42% of consumers in those countries had used click and collect in the last year. The most common reason for using click and collect was to avoid delivery charges, with a significant number of people also saying that click and collect was more convenient than home delivery. The study also found that as well as buying the product that they had ordered online, shoppers frequently bought additional items once they were in-store. 24% of shoppers said that they had made either a planned or a spontaneous additional purchase in-store whilst they had been picking up their pre-ordered item.