Top 5 Common Mistakes in Pre-Order Campaigns (and How to Avoid Them)

Pre-orders are excellent for testing demand, generating revenue before production, and building anticipation. But even when the product is spot on, a poorly handled pre-order setup can cost you both sales and credibility.

At Timesact, we’ve worked closely with Shopify merchants of all sizes. Through those collaborations, a clear pattern emerged: most pre-order issues stem from just a handful of common oversights. Below are the five most frequent mistakes, along with actionable tips to avoid them.

Customers are surprisingly patient, as long as they know what to expect. If there’s no mention of when the item will ship, most shoppers hesitate. Others may go through with the order, but quickly regret it once they realise there’s no delivery timeline. That leads to extra emails, cancelled orders, and avoidable frustration.

✅Fix It:

Set the right expectations from the start. Add a visible note on the product page that says something like:

“Pre-order now. Ships between August 15–22, 2025.”

Don’t stop there – repeat this message at checkout, in the confirmation email, and in any follow-up communications. If delays might occur, flag them early rather than scrambling to explain later.

With Timesact, you can add personalised shipping notes to individual products or variants, so nothing is left unclear.

It’s easy to assume everyone understands how pre-orders work, but many customers don’t. If a shopper clicks “Add to Cart” without realising the item isn’t in stock, there’s a good chance they’ll feel misled later.

✅Fix It:

Make it crystal clear. Add a short statement near the purchase button:

“This is a pre-order item. Your order will ship once production is complete.”

Visual cues also help. Use a banner or badge that says “Pre-Order,” and consider including a brief FAQ for added clarity.

Being transparent builds confidence. A little extra context now can save a lot of cleanup later.

Selling out sounds like a good problem to have, but if there’s no way for interested customers to stay informed, you risk losing them entirely. Even those eager to buy might not return if the trail goes cold.

✅Fix It:

Add a “Notify Me When Available” button to all out-of-stock or paused pre-order items. That way, visitors who missed the first round can opt in for updates.

Use this growing list to:

• Announce new pre-order rounds
• Send back-in-stock alerts
• Build momentum for future launches

Merchants using Timesact’s notification feature often recover a large portion of these leads, many of whom are ready to buy as soon as the next opportunity opens.

For newer or lesser-known brands, asking customers to pay 100% upfront for a product they haven’t seen and that hasn’t shipped yet can create a major barrier. Even if the product is appealing, the perceived risk feels too high, and hesitation almost always leads to lost sales.

💡 Here’s the truth: Shoppers aren’t afraid of pre-orders. They’re afraid of risk.

✅ Fix It: Offer Partial Payments to Reduce Friction

One of the most powerful ways to lower that perceived risk is by enabling partial payments: letting shoppers place a pre-order with a small deposit or even $0 upfront.

Think of it as telling your customer:

“You don’t have to commit the full amount now, just reserve your spot. Pay the rest when it’s ready.”

This approach reduces the perceived risk associated with the transaction, especially for customers who are new to your brand. Instead of deciding whether they trust you with the full amount, they only need to make a small emotional (and financial) commitment. That dramatically increases conversion rates.

📈 We’ve seen merchants using Timesact’s partial payment feature improve their pre-order performance, particularly on mid- to high-ticket products.

With Timesact, you can set partial payment terms directly from your Shopify dashboard: choose any deposit amount (e.g. 0%, 20%, 50%) and let the system handle the rest.

💬 Pro tip: Make it clear and reassuring on your product page. Examples that work well:

• “Reserve now with 10%. Pay the rest at shipping.”
• “Pre-order today. No payment until we ship on September 3rd.”

A campaign taking off is exciting. But if you promise fast delivery or exclusive perks and fail to deliver, the damage can linger. Customers have long memories when it comes to delays or broken promises.

✅Fix It:

Always give yourself a margin. Be conservative with your shipping timelines and exceed them when possible. If something shifts, be the first to say it, before customers start asking.

Stay proactive through updates and, if necessary, offer a small incentive for the delay. Even a modest discount or bonus item can help keep goodwill intact.

🧠 No brand is perfect. But the ones that communicate with honesty and consistency come out stronger, even when things don’t go as planned.

Creating a sense of urgency is one of the simplest ways to improve conversion rates. Shoppers are more likely to commit when they feel time is limited or when they see others already acting.

Try phrases like:

• “Only 52 spots left for early bird pricing”
• “Pre-orders close in 3 days”
• “Over 1,000 customers have already pre-ordered”

🕒 Timesact gives you the tools to add countdowns and real-time counters to your pre-order pages, so urgency becomes a built-in advantage, not a manual task.

A great pre-order campaign doesn’t require fancy tech or gimmicks. It’s built on something simpler: trust. When you’re transparent, reliable, and prepared, your customers notice, and they come back.

Avoid these five common missteps, and you’ll set your next launch up for success, both in revenue and long-term customer loyalty.

Timesact makes it easy for Shopify merchants to manage pre-orders, back-in-stock alerts, and urgency-driven campaigns – all without coding or guesswork.

👉 Book a free onboarding session with our support team and get started today!