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A "Sold out" badge on a popular product is a sale walking away. The customer wanted it, came to buy it, and leaves, often to a competitor. Pre-orders and back-in-stock alerts turn that moment into captured demand. Here is how to use both on Shopify.
Option 1: Pre-orders
A pre-order lets customers buy now and receive the product when it is back in stock or launched.
How it works on Shopify: you can let a product keep selling when inventory hits zero, and Shopify's selling plans framework supports pre-order models. For a polished experience, clear pre-order buttons, ship-date messaging, partial deposits, most stores use a pre-order app.
Use pre-orders when:
- You are confident of the restock or launch date.
- You want to capture revenue and gauge demand before stock arrives.
- You are launching a new product and want to build hype.
Get them right:
- State the expected ship date clearly, on the product page, in the cart and in the confirmation email.
- Update customers proactively if dates change.
- Follow your payment provider's rules on charging before shipping.
Option 2: Back-in-stock alerts
A back-in-stock alert adds a "Notify me" option to sold-out products. Customers leave an email or phone number and get an automatic alert when the item returns.
Use back-in-stock alerts when:
- Restock timing is uncertain.
- You prefer not to take payment before you have stock.
- You want to measure demand for a product before reordering.
These are typically added with an app, often combined with your email or SMS tool. (See Shopify email marketing.)
The demand data is gold
Both options tell you something valuable: how many people want a product that is not in stock. Use pre-order counts and notify-me sign-ups to decide what to reorder and how much. (Pairs with inventory management.)
Do not let it slow your store
Pre-order and notify-me features add scripts to your product pages. Choose a well-built, lightweight app and test performance after installing. (See choosing apps without slowing your store.)
The takeaway
Sold out does not have to mean lost sale. Use pre-orders when you are confident of dates and want revenue now, back-in-stock alerts when timing is uncertain, and treat both as demand data for smarter restocking. Communicate clearly, keep the app lightweight, and you will keep customers who would otherwise have left.
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Frequently asked questions
Can Shopify take pre-orders natively?
Shopify lets you keep selling a product when inventory hits zero, and its selling plans framework supports pre-order models, but a polished pre-order experience (clear messaging, deposits, ship dates) usually comes from a pre-order app.
What is a back-in-stock notification?
It is a 'notify me' option on sold-out products. Customers leave their email or phone, and they are alerted automatically when the item is restocked, so you capture demand instead of losing it.
Should I use pre-orders or back-in-stock alerts?
Use pre-orders when you are confident of restock or launch dates and want the revenue now. Use back-in-stock alerts when restock timing is uncertain or you prefer not to take payment before you have stock.
How do I avoid problems with pre-orders?
Be crystal clear about expected ship dates on the product page, cart and confirmation email, keep customers updated if dates change, and make sure your payment provider's rules on charging before shipping are followed.