Buy Online, Return In-Store (BORIS): What to Expect in 2025

Buy Online, Return In-Store (BORIS) continues to accelerate as a dominant consumer behaviour and key pillar of the modern omnichannel retail strategy. In 2025, BORIS is no longer a "nice-to-have" — it is a competitive necessity.
As e-commerce and physical retail channels converge, retailers must evolve to meet shoppers' expectations for seamless returns.

In this article, we explore:
✅ Latest BORIS trends in 2025
✅ Key operational challenges
✅ Best practices and strategies for delivering seamless BORIS
✅ Why mastering BORIS is critical to future-proof retail success

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📈 BORIS Growth Outlook for 2025

BORIS volumes continue to surge:

• 80% of US shoppers now prefer returning online purchases to physical stores (Brightpearl survey)
• Global e-commerce sales projected to grow at a CAGR of 31.1% through 2024-2025
• Online return rates remain high: averaging 30%
• 62% of consumers prefer in-store returns for immediate resolution and control
• BORIS volumes projected to increase by 35% YOY into 2025

In short: Consumers want choice, convenience, and speed — and BORIS delivers all three.

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⚠️ Challenges Hindering Seamless BORIS

Despite consumer demand, many retailers still face operational hurdles with BORIS:

1️⃣ Fragmented systems – no unified view of customer purchases or returns
2️⃣ Store staff lack visibility into online order details
3️⃣ Confusing return policies across channels
4️⃣ Slow refund processing – creating friction and dissatisfaction
5️⃣ Poor customer tracking of return status

These gaps erode customer trust and impact brand loyalty. Addressing them is now mission-critical.

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🚀 5 Key Strategies for Next-Gen BORIS in 2025

1️⃣ Unified Omnichannel Order Management

Implement a centralised Order Management System (OMS):

• Provides real-time visibility of online and offline orders
• Enables instant updates during returns
• Speeds up refunds and inventory restocking

Retailers like Target and Best Buy already leverage a unified OMS to deliver frictionless BORIS at scale.

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2️⃣ Empower Associates with Mobile Tools

Equip store staff with:

• Mobile devices to access customer order history
• Barcode scanners to verify returns
• Integrated apps to process refunds on the spot

This empowers associates to deliver faster, smarter BORIS — driving both operational efficiency and customer satisfaction.

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3️⃣ Flexible, Customer-Centric Return Policies

In 2025, 68% of consumers demand return flexibility:

• Retailers must implement channel-agnostic policies
• Accept all online orders for in-store returns, without complex restrictions
• Simplify return windows and eligibility to match consumer expectations

Winning brands will create trust through transparency and ease of return.

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4️⃣ Instant Refunds via Cloud POS

74% of consumers say instant refunds motivate their loyalty.
Leading-edge retailers now:

• Use cloud-based POS systems for instant settlement
• Integrate with external payment platforms (PayPal, Apple Pay) via open APIs
• Offer refunds in seconds, not days

In 2025, "real-time refunds" at in-store checkout will be the new retail standard.

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5️⃣ Transparent BORIS Tracking for Customers

Consumers expect full visibility:

• Track return progress from the store receipt to the refund
• Notifications via SMS or email at each stage
• Online self-service portals for return status

Transparent tracking enhances trust, reduces WISMO ("where is my order/return") calls, and improves overall CX.

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🛍️ Why BORIS Is Now a Strategic Retail Imperative

Omnichannel behaviors continue to blend online and offline experiences:

• Over 80% of shoppers say omnichannel capabilities influence store visits
• BORIS drives foot traffic — with 25-30% of BORIS customers making new in-store purchases when returning items

Retailers that deliver seamless, flexible BORIS:

• Increase customer lifetime value (CLV)
• Boost in-store conversion rates
• Strengthen brand loyalty and NPS (Net Promoter Score)

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🔮 Future Trends: BORIS Beyond 2025

Emerging innovations:

• AI-powered return optimisation to reduce fraud and enhance processing
• Automated return kiosks for self-service BORIS
• AR/VR-enhanced returns to improve virtual try-on accuracy (reducing returns)
• Sustainability-focused BORIS: green packaging, carbon-neutral return logistics

By 2026, expect 95 %+ of top retailers to offer fully unified BORIS — blending personalisation, transparency, and instant refunds.

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✅ Conclusion: Turning BORIS into a Competitive Advantage

Mastering BORIS is no longer optional — it's an essential driver of omnichannel retail success.
Retailers who close the current BORIS experience gaps and embrace next-gen strategies will:

• Reduce friction
• Delight customers
• Drive incremental revenue
• Strengthen competitive differentiation

In 2025 and beyond, BORIS is evolving from an operational challenge into a strategic opportunity, empowering brands to deliver exceptional, unified customer experiences.