Pre-orders on Shopify let you sell products before they're physically in stock. You accept payment (or a deposit) upfront, then fulfill when inventory arrives. This strategy is used by brands launching new products, managing supply chain delays, or testing demand before manufacturing, and it's available on all Shopify plans.
What Are Pre-Orders on Shopify and Why Use Them?
Pre-orders on Shopify allow customers to purchase products that aren't yet available. You collect payment immediately or at fulfillment, then ship when stock arrives. Brands use pre-orders to generate cash flow ahead of a launch, validate demand, and reduce overstock risk: all before the first unit ships.
35% of shoppers won't return to a store after encountering an out-of-stock product. Pre-orders prevent that lost revenue by keeping a buying path open even when inventory is zero. They also give you real demand data before you commit to a large production run.
What Are the Key Benefits of Offering Pre-Orders on Shopify?
Pre-orders deliver four concrete business benefits: early revenue before stock arrives, accurate demand forecasting, increased customer engagement around a launch, and improved cash flow to fund production. Each benefit compounds when you communicate clearly about delivery timelines.
- Early Revenue: Collect full payment or a deposit before goods arrive: improving cash flow during production windows.
- Demand Forecasting: Pre-order volume tells you exactly how many units to produce. No more guessing or ordering excess inventory.
- Customer Anticipation: A pre-order announcement builds hype and gives your audience a reason to engage with your store before launch day.
- Reduced Financial Risk: Revenue is secured before you've committed to manufacturing costs on a new product.
Can You Set Up Pre-Orders on Shopify Without an App?
Yes: Shopify has a built-in "Continue selling when out of stock" setting that lets customers purchase products with zero inventory. It's not a true pre-order system (there's no "Pre-Order" button or fulfillment date display), but it works for simple use cases where you don't need partial payments or delivery timeline visibility.
To enable it: go to Products in your Shopify admin, open the product, scroll to the Inventory section, and check "Continue selling when out of stock." Customers will see the standard "Add to Cart" button and can complete checkout even when stock is at zero.
The limitation: customers won't see any indication that the product is a pre-order or know when to expect delivery. For professional launches, a dedicated pre-order app is the better choice, it displays fulfillment dates, changes the button label to "Pre-Order," and can collect deposits. For simple restocks where you just want to keep the buying path open, the native setting is enough.
What Is the Difference Between a Pre-Order and a Backorder on Shopify?
A pre-order is for products that haven't been manufactured or procured yet: customers are buying something that doesn't exist in your supply chain. A backorder is for products that are temporarily out of stock but already in your supply chain (awaiting delivery from a supplier or warehouse).
The distinction matters for customer communication: pre-orders often have uncertain timelines and require more proactive updates, while backorders typically have a known restock date you can display clearly. Both use the same Shopify mechanics, the "Continue selling when out of stock" setting or a pre-order app, but the messaging and customer expectations differ significantly.
- Pre-order: Product is being made. Timeline may shift. Requires proactive communication if delays occur.
- Backorder: Product exists, is in transit or awaiting restock. Timeline is more predictable.
How Do You Set Up Pre-Orders on Shopify With an App?
Setting up pre-orders with a dedicated app gives you a full pre-order experience: a branded "Pre-Order" button, fulfillment date display at checkout, and optional deposit collection. Install a pre-order app from the Shopify App Store, configure which products are eligible, set your fulfillment date, and enable the pre-order button on product pages.
The most widely used apps are Pre-Order Now and Bold Pre-Order. Here's the general setup process:
- Go to the Shopify App Store and search for "pre-order."
- Install your chosen app (e.g., Pre-Order Now) and open it from your admin.
- Select the products you want to offer as pre-orders.
- Set the expected fulfillment/shipping date, this appears on the product page and at checkout.
- Choose your payment option: full payment now, or a deposit (e.g., 25% upfront, remainder charged at ship).
- Enable the pre-order button. The app replaces "Add to Cart" with "Pre-Order" on eligible product pages.
- Test the checkout flow to confirm pre-order details display correctly to customers.
Note: Pre-orders may not be compatible with accelerated checkouts like Shop Pay or PayPal Express. Confirm compatibility in your app settings before going live.
Can You Charge a Deposit for Shopify Pre-Orders?
Yes: most dedicated pre-order apps support partial payment (deposit) collection. You set a percentage or fixed amount charged at checkout (e.g., 25% upfront), with the remainder charged automatically when the order ships. This reduces friction for high-ticket pre-orders and improves your cash flow without requiring customers to pay the full amount before the product exists.
Not all apps support deposit-to-final-payment automation equally: check whether your chosen app can handle the second charge automatically via Shopify's saved payment methods, or whether you'll need to process the remainder manually.
How Do You Handle Pre-Order Delays and Customer Communication?
Pre-order delays are the biggest cause of chargebacks and customer complaints. The key is proactive, honest communication before customers ask. If your fulfillment date changes, use your Shopify newsletter to email affected customers immediately: don't wait until the original date passes.
A reliable pre-order communication sequence looks like this:
- Order confirmation email: Confirm the order, restate the expected ship date, and explain what happens if the timeline changes. Send automatically at checkout.
- Production update (optional): For longer pre-orders (6+ weeks), a mid-production email ("Your item is in production") maintains trust and keeps customers engaged.
- Delay notification (if needed): Send immediately when you learn of a delay. Include the new estimated date, the reason (brief, honest), and a goodwill offer (e.g., early bird discount on next order or free shipping upgrade).
- Shipping confirmation: Send with tracking details the moment the order fulfills. This is the email customers have been waiting for.
Use Shopify Email to build these sequences in advance. Make sure Shopify order fulfillment is configured to process each pre-order as inventory arrives. Segment your pre-order customers using order tags so delay notifications go only to those affected, not your entire list.
What Are the Best Practices for Managing Shopify Pre-Orders?
The most important pre-order practice is transparency: show the expected ship date on the product page, in the cart, and in the order confirmation email. Customers who know exactly when to expect their order are far less likely to request refunds or file chargebacks, even if fulfillment is delayed.
- Use a pre-order app to automate button display, fulfillment date visibility, and partial payment collection.
- Set realistic ship dates: Add buffer time to your estimates. Communicating a 6-week window and delivering in 5 builds trust; missing a 4-week estimate damages it.
- Send proactive updates: Email pre-order customers when production milestones are hit. Use Shopify Email to automate these sequences.
- Cap pre-order quantity: Set an inventory limit in your app settings to avoid overcommitting if supply is uncertain. Scarcity also increases urgency.
How Do You Promote a Shopify Pre-Order Campaign?
Promote pre-orders via email, social media, and on-site announcements at least one week before launch. Early bird discounts: such as 10% off for the first 100 pre-orders: create urgency and reward loyal customers. Your existing email list converts best for pre-orders, and cross-sell and upsell tactics can increase their average order value because the audience already trusts your brand.
Leverage social media countdown posts, behind-the-scenes content, and product teasers in the days leading up to opening pre-orders. If you're using a Shopify affiliate or influencer program, pre-order launches are an ideal activation moment since the buzz is highest before the product ships.
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