Getting a product ready is only part of the launch equation. Production delays, shipment lags, or internal approvals can shift timelines, often when customer interest is at its peak. And for DTC brands, those moments of lost momentum can directly impact both revenue and reach.
This is where Shopify presales offer a practical advantage. By allowing you to start selling before inventory is in hand, they help keep launch energy alive, bring in early revenue, and give you real-time insight into demand.
In this guide, we’ll show you how to build a Shopify presale setup that allows you to launch your product before it ever hits the shelves.
In eCommerce, presales refer to offering products for purchase before they are produced or available in inventory. Unlike traditional product listings, presales allow brands to secure orders early, often while the product is still in development or manufacturing stages.
Presales are sometimes used interchangeably with preorders, but there’s a distinction.
Preorders typically refer to products with a confirmed launch or restock date, while presales happen earlier, often without finalized timelines. Similarly, backorders involve products that were once in stock and are temporarily unavailable.
Here’s why you should run presales on Shopify:
1. Test demand before investing in inventory
Presales allow you to validate real interest before committing to production. Instead of guessing how much to order, you can align inventory decisions with actual customer demand, minimizing excess stock and waste.
2. Generate buzz and urgency around a new product
A limited-time presale can create anticipation and drive early momentum. When customers know they’re getting early access or that quantities are capped, it adds urgency that often leads to faster conversions.
3. Build an early access community or waitlist
Running a presale gives you a chance to engage your most loyal audience first. Whether it’s through a gated waitlist or early access drop, it helps build a sense of exclusivity and connection around your brand.
4. Recover revenue even when stock isn’t ready
Presales give you a way to keep cash flow moving, even when production or shipping timelines are still in progress.
5. Ideal for small-batch, made-to-order, or Kickstarter-style campaigns
For brands producing limited runs or customized products, presales are an efficient way to manage resources. You only produce what’s been sold, reducing upfront risk while delivering a more intentional experience.
Presales aren’t for every product or situation, but there are specific cases where they make perfect sense. If you're facing any of the following scenarios, a presale strategy can help you launch more confidently, reduce risk, and keep momentum going:
- Product not manufactured yet: You have a confirmed product design and a supplier in place, but production hasn’t started, and inventory won’t be ready soon.
- Waiting for a restock or delayed shipment: The product is already part of your catalog, demand is steady, but you're temporarily out of stock due to manufacturing or shipping delays.
- Seasonal or limited-edition drops: You’re preparing a launch tied to a holiday, campaign, or specific calendar moment where timing is fixed, and you can’t push back the marketing schedule.
- High-ticket or niche product launches: Introducing a premium or specialized product that targets a smaller segment of your audience, with no prior sales data to lean on.
- Market validation for new categories or collections: You’re entering a new category, like adding apparel to a skincare brand, or testing a concept that hasn’t been offered under your brand before.
Here’s how you can set up presales on Shopify:
Start by choosing how you want to collect payment during the presale. You can charge the full amount upfront, take a partial deposit, or offer a pay-on-shipping option depending on your fulfillment timeline and customer expectations.
In your Shopify admin, navigate to the product's inventory settings and enable the "Continue selling when out of stock" option. This allows you to continue accepting orders even when stock reaches zero. It’s a simple, built-in solution, but keep in mind it doesn’t offer presale-specific features like messaging or delivery timelines.
For a more effective setup, install a presale app like STOQ.
Once it’s active, begin by enabling presale buttons to show that the product is available for early access. Then, add delivery timelines and any disclaimers customers need to know before purchasing.
After that, set the start and end dates for your presale campaign to run on a schedule. Finally, configure fulfillment preferences so orders are handled properly once the presale ends and inventory becomes available.
Update the product title, description, and layout to communicate that the item is part of a presale. Add notes about estimated shipping timelines, restock status, or limited availability. Ensure all messaging is clear and consistent across the product page to prevent confusion.
Incorporate urgency tactics to encourage quicker conversions. This can include a countdown timer, a limited availability notice, or messaging like “early access ends soon.” These elements help create momentum during the presale window and keep the campaign time-sensitive.
With everything in place, start driving traffic to your presale page. Announce it to your email list, send SMS alerts to subscribers, and post consistently on social media. Focus on early access, limited quantity, or exclusivity to capture attention and drive action.
Here are some must-have features in a Shopify presale app:
The app should let you replace standard “Buy Now” buttons with options like “Preorder” or “Reserve,” and add clear messaging across product pages.
Whether you’re charging upfront, taking a deposit, or collecting payment on fulfillment, your app should support all models.
Look for an app that automatically tags presale orders and allows you to set custom fulfillment rules. This makes it easier to manage those orders separately and ensures they’re fulfilled correctly once your product becomes available.
Look for built-in reports that track sales, conversion rates, and product performance. So, you can monitor results and adjust in real-time.
Ensure the app integrates with tools like Klaviyo or Mailchimp, allowing you to segment your presale customers, send automated updates, and build post-purchase flows without manual effort.
Here are some best practices for high-converting presale campaigns:
- Set clear delivery expectations: Include estimated shipping windows on product pages and in confirmation emails to manage customer expectations upfront.
- Use urgency and scarcity: Limit quantities or set a countdown timer with clear messaging like “Only 100 units available” to drive quicker decisions.
- Offer early bird perks: Give early buyers a reason to act by offering a discount, bonus item, or free shipping during the first wave of your presale.
- Use social proof: Highlight testimonials, influencer shoutouts, or behind-the-scenes previews to build trust and credibility before the product ships.
- Create dedicated presale landing pages: Send traffic to a focused page with only presale products and messaging, avoid mixing it with regular in-stock inventory.
- Use branded presale email sequences: Set up automated emails that welcome presale buyers, remind them of shipping timelines, and keep them engaged post-purchase.
Here are examples of campaigns and landing pages for presales:
Nintendo’s presale campaign for the Switch 2 is a standout example of hype-driven demand at scale. With bold visuals, a prominent “Now Live!” CTA, and massive reach across gaming platforms, the campaign pulled in over 1.2 million pre-orders globally within 48 hours.
Scarcity messaging, tight launch coordination, and substantial brand equity made this presale more impactful than many traditional launches.
Barnes & Noble’s pre-order landing page for Stephen King’s Fairy Tale shows how effective presales can be when paired with strong customer incentives and early content access.
The campaign offered 30% off for all customers and up to 40% for rewards members, creating a clear pricing advantage for pre-ordering.
Here are some common pitfalls to avoid in Shopify presales:
This happens when customers aren’t told exactly when to expect their order or aren’t updated if timelines shift. It often leads to confusion, frustration, and increased support requests, especially if the wait extends unexpectedly.
Without automated updates or tracking systems in place, customers are left wondering about their order status. This creates a communication gap that damages trust and makes your support team the default point of contact.
Presales naturally raise more questions, and when refund or support processes aren’t clearly defined or consistent, it leads to unhappy customers, negative reviews, and potential churn, especially if delays occur.
In some regions, charging for a product before it’s ready to ship can violate consumer protection laws. Overlooking these rules puts your store at risk of legal penalties, chargebacks, or payment gateway issues.
Presales are more than a workaround; they’re a strategic lever for product validation, cash flow management, and launch efficiency. In an industry where timing and demand can shift quickly, they offer a smarter, lower-risk path to market.
Shopify gives brands the infrastructure to execute presales with precision, especially when paired with purpose-built tools that support scalability and clarity.
If you're also looking to do the same, apps like STOQ provide the control, automation, and visibility needed to run high-conversion presale campaigns at scale.