Written by Pre-orders are an excellent means of generating buzz, making money upfront, and gauging customer interest before your product has even reached the shelves. To Shopify store owners, pre-orders can be the difference between a slow start and a blockbuster start. So how do you do them right? And how do you use pre-orders as a sales driver?
Here, we’ll walk you through all you’ll want to know about Shopify product pre-orders, from configuration through marketing strategies that generate early sales.
What Are Pre-Orders and Why Should You Use Them?
Pre-orders allow consumers to purchase a product before it is made. It’s similar to holding a spot in line—your customers pay first, and you complete the order when the product is shipped.
Benefits of Pre-Orders for Your Shopify Store:
- Gauge Demand: Pre-orders help you estimate how much inventory to produce, reducing the risk of overstocking or shortages.
- Generate Early Revenue: Accept pre-payment for financing production or advertising campaigns.
- Build Anticipation: Build anticipation for your launch with promotions and teasers.
- Nurture Customer Relationships: Your early adopters are evangelists for your brand.
But to achieve these benefits, you need to have a problem-free installation and a smart strategy. Let us begin.
How to Set Up Pre-Orders on Shopify
Shopify does not have pre-orders as an in-box configuration feature, but you can turn pre-orders on by using three ways:
Method 1: Manual Pre-Orders (Basic)
- Mark Products as “Pre-Order”: Rename your product name or product description (e.g., “Wireless Headphones – Pre-Order Now! Ships July 2024”).
- Modify Inventory Settings: Set default inventory to “0” and manually flag pre-orders.
- Notify Customers Upon Purchase: Send customers shipping schedules.
Advantages: Free and convenient.
Disadvantages: Time-consuming and prone to errors in the case of backlogged orders.
Method 2: Using Shopify’s Draft Order Feature
- Create a Draft Order: Handwrite orders for pre-order clients.
- Send Payment Links: Send a personalized checkout link through email.
Advantages: No application required.
Drawbacks: Not fit for mass campaign.
Method 3: Pre-Order Apps (Recommended)
Third-party programs do it for you and offer extra features such as countdown timers or inventory management. Best programs are:
- SB Coming Soon Product‑PreSale Shopify App: Boost your PreSale with this app that’s designed specifically to drive sales and buzz before you launch. Add a “Coming Soon” timer or button onto low-stock products to create urgency. Sellers can promote upcoming items with a “Notify Me” form and “Coming Soon” badges.
- Let upcoming products become apparent on your entire store, individual products, or collections.
- Release products and notify customers automatically upon receipt.
- PreProduct: Create wait lists and make early-bird offers.
- Launchpad: Coordinate product launches and pre-orders.
Step-by-Step Setup with an App:
- Install the app you want from the Shopify App Store.
- Mark the products as “pre-order” on the app dashboard.
- Customize pre-order text (e.g., “Ships in 4–6 weeks”).
- Adjust the inventory levels accordingly (e.g., “Only 100 units available pre-order”).
- Test the process using a test order to have a smooth checkout.
Best Practices for Managing Pre-Orders
1. Be Transparent About Timelines
Clearly state shipping dates on product pages, checkout pages, and order confirmation emails. For example:
“Order now! Your order will be dispatched on August 15, 2024.”
Avoid using words like “coming soon” that irk customers.
2. Limit Pre-Order Quantities
If you’re uncertain about production capacity, cap pre-orders so you don’t over-sell. Apps like SB Coming Soon Product‑PreSale enable you to cap maximum units.
3. Track Inventory Carefully
Sync your pre-order app with inventory management tools like Stocky or TradeGecko to avoid delay in fulfillment.
4. Communicate Frequently
Send updates via email or SMS:
- Immediate confirmation after purchase.
- A reminder 1–2 weeks before shipping.
- A thank-you note with tracking info once shipped.
How to Boost Early Sales with Pre-Orders
Having pre-orders established is only the first step. To achieve peak sales, you need to have a promotion plan:
1. Create Scarcity and Urgency
- Limited-Time Offers: “First 50 pre-orders receive 20% discount!”
- Countdown Timers: Use the Coming Soon app to display deadlines on your product page.
2. Leverage Social Proof
Discuss customer or influencer comments to build trust. For example:
“Join 500+ customers who’ve already pre-ordered our best-selling smartwatch!”
3. Run Targeted Ads
Target those customers who came to your product page but did not purchase using Facebook/Instagram ads. Highlight benefits like free shipping on pre-orders.
4. Partner with Influencers
Provide micro-influencers freebies in exchange for honest reviews or unboxing tutorials.
5. Offer Exclusive Bonuses
Treat first-time buyers with:
- Freebie items (such as a phone case for an advance-ordered phone).
- Early introduction of future products.
6. Build an Email Waitlist
Utilize platforms like Klaviyo to collect emails of potential buyers. Provide them with sneaks and inform them when pre-orders are available.
Post-Pre-Order Strategy: Keep the Momentum Going
Once pre-orders close, transition smoothly to regular sales:
- Once the pre-orders end, segue easily into regular sales:
- Officially Launch the Product: Post on social media and send an email that the product is officially available.
- Share Customer Stories: Share unboxing videos or pre-order customer reviews.
- Upsell Comparable Products: Offer comparable products (e.g., “You may also like this laptop sleeve”).
Final Thoughts
Shopify product pre-orders are a win-win: you get to give customers early access to awesome products, and you reserve sales with minimal risk. With the right tools, the right expectations, and the right promotion, you can make pre-orders a part of your launch routine.
Ready to begin? Install your pre-order app such as SB Coming Soon Product‑PreSale today, create a dynamic campaign, and see your head-and-shoulders-above-the-rest sales reach new heights!