How to sell preorders on Shopify without losing customers

Pre-orders are a powerful tool for Shopify merchants when done right. They let you recover revenue during stockouts, test new products, and maintain cash flow before inventory even arrives. But mismanaging pre-orders can cause a lot of issues like damage customer trust and cause cancellations. So how can you sell pre orders correctly?

Well, in this guide, we’ll walk through how to sell pre orders on Shopify without losing customers using the right pre order model, best practices, and tools like STOQ.

Let’s dive in.

Why offer pre orders?

Before diving into how, let’s quickly see why many stores make pre-orders part of their strategy. The benefits include:

1. Maintain cash flow

The most immediate benefit is generating revenue before your product is ready to ship. The upfront cash can be used to fund your production run letting your customers finance your inventory and reducing your financial risk.

2. Forecast demand better and reduce inventory risk

You can stop guessing how much stock to order. Even Shopify shares that pre order data provides “actionable insights into customer preferences” which helps in planning sizes, color mixes, reorder quantities, or deciding whether a product is worth stocking.

3. Build customer loyalty & buzz

Launches with pre-orders generate anticipation, make customers feel exclusive, and keep them engaged instead of walking away when something is out of stock.

Also giving customers the chance to be the first to own a new item makes them feel like insiders. Perhaps, offering a small discount or an exclusive bonus for pre-ordering is something to think about which can strengthen their connection to your brand.

Also See: Shopify backorders explained: How to manage backorders and keep customers happy

Choosing the right pre order model for your store

There are lots of pre order models available. Choosing the right pre-order model depends on your cash flow, customer base, and your ability to manage expectations. Here are the main types and what to watch out for:

Shopify Pre Order best practices to prevent losing customers

Once you decide on a model, execution is what separates good pre-order experiences from bad ones. Here are some best practices you can follow:

1. Clear, prominent status & shipping dates

On each product page, show “Pre Order” clearly, display when the product is expected to ship, and repeat that info in confirmation emails. Don’t hide delays or overpromise.

2. Use a distinct “Pre Order” button or badge

Replace the standard "Add to Cart" button with a visually distinct "Pre Order Now" button. This small change removes any confusion and turns a dead-end page into an actionable one.

3. Transparent payment & refund policy up front

Whether you take deposits or charge at shipment, clearly state what customers are paying, when, what happens if the product is delayed, and how they can cancel or request a refund.

4. Manage and communicate delays proactively

If something changes like shipping date, stock delays, etc., reach out via email or SMS. If there’s a delay, tell them immediately, explain why, and provide a new timeline.

Reports show that 75% of customers will stop purchasing from a retailer after a bad delivery miscommunication experience

5. Use urgency and exclusivity carefully

Tactics like limited quantity, early-bird incentives, or countdowns can boost pre-orders. But avoid misleading urgency. Always be real about inventory and shipping timeframes. 

Using pre-order data & avoiding common pitfalls

A successful pre-order campaign doesn’t end when the products ship. The data you collect is incredibly valuable for making smarter inventory decisions.

So, instead of relying on guesswork, you now have a direct signal of what your customers want to buy. 

You can rely on reports like STOQ’s “Products in Demand” to see exactly which out-of-stock items are getting the most back-in-stock notification sign-ups and pre-orders.

This data allows you to: 

1. Forecast using pre-order orders

Track which SKUs are pre-ordering, how many, what variants. Use this demand info to decide how much stock to order, when, and adjust marketing.

2. Prevent over-selling

Many apps like STOQ allow limiting pre-order slots or automatically switching off pre-orders when supply arrives. As a result, it prevents taking more orders than you can deliver.

3. Monitor cancellation and refund rates

If many customers cancel or request refunds, it’s often due to unclear shipping dates or too long a wait. You can use customer feedback to refine messaging or shorten fulfillment windows.

Also See: The Psychology of FOMO in eCommerce: Why Back-in-Stock Alerts Work

Common challenges and how to overcome them

When you're running a pre-order campaign, even if you’re a seasoned Shopify store owner, you can hit plenty of bumps in the road. 

Here are some common issues you can face and how to overcome them:

1. Long waits and customer frustration

The key here is proactive communication. Be upfront about timelines and provide regular updates so your customers never feel like they're in the dark. 

2. Unexpected spikes in demand

Don't get caught off guard. Use tools like STOQ's bulk management features to quickly adjust your pre-order limits and keep things running smoothly. 

3. High cancellation rates

You can reduce cancellations by setting clear policies from the start. Consider offering flexible pre-order options, like a small deposit or the ability to pay later, to make it easy for your customers. 

4. Supply delays

Always, be transparent with your customers about any delays and build goodwill by offering a small gesture, like a discount code or free shipping.

Confidently launch your next pre-order campaign with STOQ

Unlike free apps that just add a button, STOQ gives you a future-proof preorder and back-in-stock system that scales with your store.

Here’s how STOQ helps Shopify merchants avoid losing customers while doing pre-orders:

• Offers flexible pre-order and back-in-stock features in one tool. You can choose upfront payment, deposit, or delayed charge models.
• Clean messaging tools like custom buttons, badges, estimated shipping dates, and consistent messaging across product page, checkout, and emails.
• Demand reports like Products in Demand that help you see which pre-order items are most popular.
• Integration with Klaviyo/SMS/email tools so you can automate updates like delays, very low stock, shipping, etc.

Try STOQ for free!

FAQs

Can I set up pre-orders directly on Shopify without apps?

Yes, but the features are limited. Many merchants use third-party apps like STOQ to customize payment models and automate updates.

Which pre-order payment model works best?

It depends. “Pay Now” boosts cash flow, “Deposit” lowers barriers, and “Pay on Shipment” builds trust. Choose based on your audience and business needs.

Can pre-orders help with inventory forecasting?

Absolutely. Pre-orders provide real-time demand data, allowing you to plan stock, avoid overselling, and improve supply chain efficiency.