Offering pre-orders can be a powerful strategy for eCommerce stores looking to generate sales before products are available. Pre-orders give you the chance to gauge demand, generate excitement, and secure early sales—all before the item hits your warehouse. For Shopify store owners, setting up a pre-order option can help you manage inventory, reduce financial risk, and better plan for product launches. Here’s everything you need to know about setting up and managing pre-orders on Shopify.

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What is a Pre-Order and Why Should You Offer It?

A pre-order is an option for customers to purchase a product that isn’t yet available or currently out of stock, with the understanding that it will be shipped at a later date. This strategy has several benefits:

• Generate Early Revenue: Pre-orders allow you to start collecting sales before you even have stock on hand, providing an early cash flow boost.
• Gauge Customer Interest: Pre-orders help you assess demand for new products, giving you insights into how much inventory you need.
• Build Brand Loyalty and Excitement: Customers feel like insiders when they pre-order exclusive items, which builds anticipation and loyalty.

Whether you’re launching a new product, testing a limited edition, or dealing with high demand, pre-orders offer a flexible solution to meet customer interest and manage inventory effectively.

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Types of Pre-Orders You Can Offer

Before you set up pre-orders, it’s helpful to understand the different types you can offer on Shopify. Here are the main options:

1. Upcoming Product Launch: For items that haven’t been released yet, pre-orders allow customers to secure a product in advance.
2. Backordered Items: For popular items that are temporarily out of stock, pre-orders let customers reserve their spot in line and receive the product once it’s available.
3. Limited Edition Pre-Orders: Use pre-orders to build demand for exclusive or seasonal items by allowing customers to reserve limited-quantity items ahead of time.

Each pre-order type offers unique advantages depending on your business needs, product availability, and inventory strategy.

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How to Set Up Pre-Orders on Shopify

Setting up pre-orders on Shopify is relatively straightforward, and there are a few different ways to do it, depending on your needs and technical preferences.

1. Set Up Pre-Orders Manually
The simplest way to offer pre-orders is to set them up manually on specific product pages:

• Step 1: Go to the Shopify admin dashboard, navigate to “Products,” and select the product you want to set as a pre-order.
• Step 2: Adjust the inventory settings to allow purchases even when out of stock by selecting “Continue selling when out of stock.”
• Step 3: Update the product description to clearly indicate that this item is available for pre-order and specify an estimated shipping date.
• Step 4: Customize the “Add to Cart” button text to say “Pre-Order Now” if your theme allows it, or add a note to the product page to let customers know it’s a pre-order item.

2. Use a Shopify App for Pre-Orders
If you have multiple pre-order items or need more customization, a Shopify app can streamline the process. Popular apps like Pre-Order Manager or PreProduct offer features such as customizable pre-order buttons, automated messaging, and payment options.

Benefits of Using a Pre-Order App:

• Automatically change the “Add to Cart” button to “Pre-Order.”
• Send automated pre-order confirmation emails to customers.
• Track pre-order inventory separately from regular stock.
• Offer partial payment options to reduce upfront costs for customers.

These apps can make it easier to manage and track pre-orders, especially if you’re handling a high volume of items.

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Best Practices for Managing Pre-Orders

To ensure a positive customer experience, it’s essential to be clear and organized with your pre-orders. Here are some best practices to keep in mind:

1. Be Transparent with Customers
   Clearly indicate that the product is a pre-order item and specify the expected shipping date. Provide updates if there are any delays to keep customers informed and reduce potential cancellations.
2. Include Estimated Delivery Dates
   Adding an estimated delivery date reassures customers about when they can expect their order. Set realistic timelines and allow for some flexibility in case of unforeseen delays.
3. Send Regular Updates
   Keep customers engaged by sending updates on their pre-orders. Inform them of any changes to the shipping timeline, or share behind-the-scenes product development updates to build excitement.
4. Offer Partial Payments
   Some pre-order apps allow for partial payments, letting customers reserve products with a small deposit. This can encourage more pre-orders, especially for high-ticket items, while also giving you funds to start production.
5. Monitor Pre-Order Demand
   Regularly track your pre-order volume to ensure you’re prepared for fulfillment. High demand might mean you need to order more stock or adjust timelines, while lower-than-expected demand could allow you to refine your inventory strategy.

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How to Market Your Pre-Orders Effectively

Once your pre-order setup is ready, it’s time to let customers know. Here are a few ways to effectively market your pre-orders and build excitement:

1. Announce on Social Media
   Use platforms like Instagram, Facebook, and Twitter to announce your pre-orders. Create countdowns, share behind-the-scenes content, and offer sneak peeks to build anticipation.
2. Send Targeted Email Campaigns
   Email is one of the best channels for pre-order marketing. Send targeted emails to your subscribers announcing the launch, explaining the benefits of pre-ordering, and including a direct link to the pre-order page.
3. Create a Dedicated Landing Page
   A pre-order landing page can help centralize information about your upcoming products and provide an easy way for customers to place orders. Include product details, estimated shipping dates, and customer reviews to encourage conversions.
4. Run Paid Ads
   Consider running paid ads on social media or Google to expand your reach. Target keywords and audiences interested in new or exclusive products to attract customers ready to buy.
5. Offer Exclusive Discounts or Bonuses for Early Orders
   Incentivize early pre-orders by offering a small discount, free shipping, or an exclusive gift. Limited-time offers can create urgency and encourage customers to secure their spot early.

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Handling Pre-Order Fulfillment

When it’s time to fulfill pre-orders, organization is key. Here’s how to manage the process smoothly:

1. Organize Inventory and Shipping Supplies
   Make sure you have enough stock and packaging materials on hand before the pre-order shipping date. Organizing these details in advance will help you avoid delays.
2. Notify Customers When Orders Are Shipped
   Send a shipping confirmation email to let customers know their pre-orders are on the way. Include tracking information to keep customers informed throughout the delivery process.
3. Collect Feedback
   Once customers receive their pre-order items, consider sending a follow-up email asking for feedback or reviews. This can give you valuable insights into customer satisfaction and help promote future pre-order campaigns.

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Pros and Cons of Offering Pre-Orders

Before you decide to offer pre-orders, it’s important to weigh the benefits and potential drawbacks.

Pros:

• Generate Revenue in Advance: Pre-orders provide a source of revenue before inventory is available.
• Assess Market Demand: Test interest in new products without overcommitting to inventory.
• Build Brand Loyalty and Engagement: Pre-orders create exclusivity and excitement, encouraging customers to return to your store.

Cons:

• Potential for Delays: Production or shipping delays can lead to customer dissatisfaction if not managed well.
• Extra Communication Required: Keeping pre-order customers informed requires additional time and effort.
• Inventory Management: If demand outpaces supply, you may need to manage backorders carefully to avoid overpromising.

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Conclusion

Pre-orders offer Shopify store owners an excellent way to manage inventory, generate early revenue, and build excitement around new products. By setting up and promoting pre-orders effectively, you can keep customers engaged and boost sales before stock even arrives. Just remember to be transparent about timelines, communicate regularly, and market strategically to make the most of your pre-order strategy.

With these tips, you’re ready to set up pre-orders that drive demand, strengthen customer loyalty, and give your Shopify store a competitive edge.