This research focuses on exploring the transition from Reserve Click & Collect to Pre-paid Click & Collect models within the retail sector using Analytic Hierarchy Process (AHP). AHP helps in selecting the most suitable model by evaluating criteria such as Cost Efficiency, Customer Experience, Pick-up Rate, Sale Amount, and Cost of Operation. A focus group of ten managers experienced in Click & Collect activations provided data through a survey for AHP analysis. Pair-wise comparison matrices were created, normalized, and analyzed to determine the importance weights of each criterion. The findings revealed that the Pre-paid Click & Collect model scored significantly higher in terms of overall suitability compared to the Reserve Click & Collect model.