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Someone on a escalator holding shopping bags.

Buy something online and pick it up at the store. Seems simple enough, right?

Many shoppers, however, found “click-and-collect” services — otherwise known as in-store pickups — to be more frustrating than helpful during the holidays.

Customers often encountered long lines and cancelled orders, the Washington Post reported recently. According to one study, 60 percent of orders placed on “Cyber Monday” encountered such problems.

Retailers promote click-and-collect shopping because it gets customers in stores and reduces shipping costs.

But experts say customers probably are better off having online orders delivered.

“The idea of ‘buy online, pick up in store’ is a great idea. But today it’s more aspirational than it is achieveable,” industry analyst Steve Barr told the Post.