Best Practice for Preorder Strategies to Boost Your Shopify Sales

Pre-orders let customers pay for products before they’re ready to ship, giving you valuable sales insights and early revenue. Instead of guessing what will sell, you get accurate data on customer interest while building excitement for your upcoming products.

Not every product is right for pre-orders though. They work best for unique items customers can’t easily find elsewhere—think limited edition collections, custom-made goods, or products with special features. Seasonal products also perform well since customers understand why they need to secure them early. If your product is widely available or a commodity item, pre-orders might not create the same urgency.

You should consider pre-orders when you need upfront capital to fund production, want to test market interest before going all-in on manufacturing, or have a product with a naturally long production timeline. They’re also perfect when you’ve built a loyal customer base that trusts your brand enough to wait for something special.

Pre-orders shine in several scenarios: when you’re launching something new and want to build hype, when a bestseller runs out and customers are eager for its return, when you want to test if a product concept has legs before full production, or when supply chain hiccups delay your inventory. Each situation benefits from the flexibility pre-orders provide—you’re essentially selling a promise with a timeline.

When a customer places a pre-order on your Shopify store, they’re buying with the understanding that items will ship later. The journey typically starts with them discovering your coming-soon product, reading about why it’s worth the wait, and making a payment now to secure it. Pre-order periods work best when kept between 2-6 weeks—any shorter feels rushed, any longer and customers might lose interest. Your product page needs to clearly communicate the expected shipping date and any special pre-order perks.

What’s the difference between pre-orders and backorders? Pre-orders are planned in advance for products not yet in production or newly launching. Backorders happen when existing products temporarily sell out but can still be purchased for future delivery.

Product descriptions: You need to sell the wait just as much as the item itself. Your product descriptions should paint a clear picture of why this item is worth paying for now and receiving later—focus on unique benefits that solve real problems for your customers. 

High-quality visuals: Even if your physical product isn’t ready, your visuals need to be. Use high-quality product renders, prototype photos, or behind-the-scenes manufacturing images. Video content showing the product in action (even in development stages) dramatically increases conversion rates for pre-orders. 

Clear communication: The fastest way to burn customer goodwill is through unclear pre-order terms. Your product page should prominently display “PRE-ORDER” status, exact expected shipping dates, and potential variables that might cause delays.

Place the pre order button prominently above the fold on product pages where customers can see it without scrolling. Make sure it appears consistently across collection pages too, so browsers immediately know which items are available for pre-order. The button should stand out visually from other page elements through contrasting colors or size to draw attention.

The text on your button matters just as much as its placement. Instead of the standard “Add to Cart,” use action-oriented language that creates urgency or communicates value, such as “Pre-Order Now”.

For more inspiration on effective pre-order buttons, check out the collection of examples at our blog post on pre-order button designs. The article showcases real-world examples from successful Shopify stores and breaks down why certain designs convert better than others.

Why do pre-orders sometimes go wrong? Usually because of unclear policies. Without clear policies, you risk customer frustration and damage to your brand’s reputation.

Your pre-order page needs straightforward answers to: “When exactly will this ship?”, “What if I change my mind?”, and “What happens if production delays occur?” Write down specific shipping windows rather than vague timeframes. 

Detail whether cancellations are allowed (and until what point), if refunds are full or partial, and how quickly customers can expect their money back. Be explicit about how you’ll communicate updates—whether through email, SMS, or order status pages.

The most successful pre-order Shopify merchants plan for problems before they happen. If production delays are possible, explain how you’ll handle them upfront.

47% of consumers aged 18–44 rely on YouTube for product research before large purchases, while 51% of those over 60 trust family/friend recommendations. Lets break it down to marketing steps not to be missed during your preorder campaign.

The success of your pre-order campaign depends heavily on what you do before launch day:

– Email Marketing: send teaser campaigns with product sneak peeks, and offer early access or special pricing to your subscriber list

– Share behind-the-scenes content of product development on social media

– Use countdown timers to create urgency

– Partner with niche micro-influencers for authentic promotion

– Optimize all content with relevant keywords for SEO benefits and think about writing blog posts explaining the story behind your product

Keep momentum strong while your pre-order is active:

– Run targeted ads to cold audiences with similar interests, and start with retargeting store visitors who viewed but didn’t pre-order

– Implement early-bird pricing with clear expiration dates

– Show limited inventory counters if applicable

– Run contests or giveaways to maintain excitement

– Share real-time updates on pre-order milestones (“50% sold out!”)

Don’t go silent after collecting pre-orders:

– Send immediate personalized thank you emails, and provide regular production and shipping updates

– Build Anticipation for Delivery – share packaging sneak peeks

– Gather testimonials from early testers and plan your full launch strategy based on pre-order learnings

Send proactive updates about production progress, even when there’s nothing exciting to report—customers appreciate knowing their order hasn’t been forgotten. Create a simple status page where they can check their pre-order status without contacting support.

Your support team needs special training for handling pre-order questions and concerns. Customers might feel more anxious about purchases they can’t immediately receive, so quick, helpful responses are essential. A dedicated FAQ section addressing common pre-order questions can reduce support volume while building customer confidence.

Mixing pre-orders with regular inventory is a recipe for fulfillment disasters. Use Shopify’s tagging system to clearly mark pre-order items in your admin panel, and consider creating separate collections for products available now versus coming soon. 

Pro tip: Have shipping materials prepared before inventory arrives so you can start fulfilling immediately. For large pre-order volumes, consider batch shipping to maintain efficiency without sacrificing quality control.

Ready to boost your Shopify sales with a pre-order strategy?

Several Shopify apps specialize in pre-order management, handling everything from inventory tracking to customer communications. Apps like Timesact Preorder offers specialized pre-order solutions designed specifically for Shopify merchants looking to optimize their pre-order process. Tool handles everything from customizable pre-order buttons to automated customer communications

The most successful Shopify merchants view pre-orders as an ongoing conversation with their most interested customers.

Are you ready to optimize your pre-order sales approach and campaign? 

Get the Timesact App for your Shopify store.