Why Top Online FMCG Brands Are Embracing Local Pickup
Whether it’s chilled meal kits, craft coffee subscriptions or protein-packed snack bars, online food and drink sales are booming.
Consumers are skipping the supermarket and heading online to buy straight from the brands they trust for convenience and better value.
But with perishable products and high customer expectations, online FMCG brands are being forced to rethink how they deliver.
Many are turning to S2AP (Ship to Access Point) or local pickup services instead of traditional doorstep delivery.
At HubBox, we’ve seen a dramatic uptick in FMCG using our pickup at checkout software, especially in North America over the last 12 months with names like Trubar, Raw Juicery, Barebells joining us.
So what’s driving the shift? Why is pickup at checkout becoming the smarter choice for online food and drink brands – and what does it solve that home delivery doesn’t?
The rise of online DTC food and drink
- → The global direct-to-consumer (DTC) food market is projected to reach $195.39 billion by 2031, growing at 18.7% per year.
- → Sales are mostly online. In 2024, digital channels led the market.
- → North America holds the largest share and continues to grow the fastest.
- → Top categories include meal kits, functional snacks, protein drinks and health-focused products.
This growth is changing how food and drink brands think about fulfilment – especially for perishable or time-sensitive goods.
Why FMCG brands are switching to pickup
Home delivery might be the default for most online shopping – but for online food and drink brands, it’s risky. Especially if you’re shipping chilled or short-shelf-life products.
For example, a missed delivery can mean a spoiled order – and redelivery often isn’t viable. The cost of refunds, replacements and support calls quickly adds up, and customers frequently want more control than a vague four-hour window can offer.
That’s why more FMCG brands are making pickup or S2AP a core part of their strategy.
What is S2AP?
Also known as local pickup, S2AP stands for Ship to Access Point. It’s a delivery method where customers collect their order from a nearby pickup location instead of receiving it at home.
Pickup locations include pharmacies, supermarkets, convenience stores, lockers and parcel shops. They’re open late, widely available and easy for customers to reach.
Local access points solve a range of issues for online food and drink brands. They eliminate failed deliveries, reduce product waste and cut down on costly refunds and reships.
Support teams spend less time resolving delivery issues, and customers get a more reliable, flexible experience – all of which leads to higher satisfaction.
It’s a win for shoppers too. Local pickup is more flexible, reliable and often cheaper than home delivery.
How HubBox helps
HubBox is shaping the future of shipping with its award-winning software that makes it easy for e-commerce brands to offer local pickup at checkout.
Trusted by over 1,000 global brands – including Gap, Birkenstock and TOMS – we’ve helped retailers across sectors roll out S2AP quickly and at scale.
→ Fast setup – from just one day
Most brands can go live in a matter of days, not weeks. Our tech plugs in with minimal dev effort.
→ Compatible with 99% of ecommerce platforms
From Shopify to Salesforce – and even fully custom stores – HubBox works across almost every platform out there.
→ Branded customer experience
Our UI slots seamlessly into your checkout flow and reflects your brand – not ours – ensuring consistency for your customers.
→ Ongoing support from ecommerce specialists
Our team works with you before and after go-live to drive adoption, improve usage, and fix issues fast.
→ Access to a broad pickup network
Thanks to partnerships with UPS, DPD, Royal Mail and others, your customers can choose from thousands of pickup points across the country.
→ Clear benefits for your business
Lower shipping costs through consolidated deliveries. Fewer failed deliveries. And a smoother, more flexible delivery experience for your customers.
Here’s how offering pickup at checkout with HubBox works:
- 1. The customer shops as usual
- 2. At your checkout, they choose local pickup (aka S2AP)
- 3. They see a branded map of nearby pickup points
- 4. They select the most convenient one
- 5. You ship to that location instead of their home
- 6. They pick up their parcel at their convenience
It’s that easy!
