You’ve got a brand-new product idea, buzz is building, and people are asking when it’ll drop. But you’re not quite ready to ship yet. What do you do? You start taking preorders.
In this complete guide, learn what a preorder sales strategy is, why it works, and how you can use it to boost sales and excitement for your Shopify store, especially if you’re just starting out. Whether you’re launching your first physical product, restocking a fan favorite, or teasing a digital drop, this guide will help you do so with confidence.
What Is a Preorder Sales Strategy?
A preorder sales strategy is a plan for selling products before they’re officially available for delivery. It’s like opening the doors to your store early and letting your best customers get in line first.
You can use preorders for many different e-commerce products, including:
- Physical products (apparel, electronics, beauty items)
- Digital goods (eBooks, online courses, and design assets)
- Restocks and exclusive drops (limited edition merch or seasonal collections)
Offering preorders helps you validate demand, raise capital, and create anticipation long before your product ever hits the warehouse shelves.
Why Are Preorders Important?
Preorders are important for new e-commerce businesses for many reasons:
- Reduced Financial Risk: Instead of buying hundreds of units and hoping they sell, you take preorders first. This helps prevent costly overstocking or dead inventory.
- Improved Cash Flow: Customers pay upfront (or partially), giving you immediate working capital to put toward production, marketing, or fulfillment.
- Customer Excitement: Anticipation sells. A preorder campaign makes customers feel like insiders and builds excitement ahead of launch.
- Early Feedback: Preorder buyers are usually your most engaged customers. Their early feedback helps you fine-tune messaging, product details, or even packaging before going wide.
- Data-Driven Decisions: Instead of guessing what people want, you know what they’ll buy. That insight helps with manufacturing decisions, ad budgeting, and inventory planning.
According to a Shopify study, brands that build in buzz before launch see a 20% higher conversion rate than those who wait until a product is live. A well-planned preorder sales strategy isn’t just about selling early—it’s about selling smarter.
Is Preorder a Good Strategy?
While a preorder campaign can be a good sales strategy, it can also be risky if not executed carefully.
When a Preorder Works Well
Preorders are most effective when there’s strong demand and a clear understanding of your audience’s expectations. Here are situations where preorders tend to thrive:
- New product launches where you’re testing the market
- Crowdfunding-style releases that rely on upfront interest
- Exclusive drops or limited runs where urgency drives action
- Restocks of popular products that consistently sell out
The key is having a thoughtful plan. A solid e-commerce preorder strategy isn’t just about taking orders early—it’s about delivering on those orders with clarity and trust.
When Preorder Can Be Risky
Preorders can turn problematic if certain factors are not managed properly. Here are the scenarios where preorders might present challenges:
- You’re not confident in your delivery timeline
- Your fulfillment partners are unreliable
- Your audience isn’t used to waiting for orders
A strong e-commerce preorder strategy requires aligning operations, communication, and customer experience to deliver on expectations. When done right, it builds trust, urgency, and momentum for long-term success. A failed preorder sales campaign can result in lost trust, customer frustration, and missed opportunities.
How Does a Preorder Sales Strategy Work?
A successful preorder sales strategy isn’t just about putting a product on your site with a “coming soon” tag and hoping for the best. It’s a carefully planned campaign that builds excitement and sets clear expectations for your customers from start to finish. Here’s how it all works, step by step.
1. The Build-Up Phase: Create Anticipation
Before your product is available, your goal is to stir up curiosity and demand. This phase is all about strategic storytelling and marketing. Use teaser emails, sneak peeks on social media, countdown timers, and even waitlists to capture interest. Your messaging should clearly tell your audience why this product is worth waiting for and what makes it unique.
2. Launch: Open the Floodgates
Once your marketing has done its job, it’s time to launch your preorder promotion. Make sure your site is ready to handle the traffic and that your messaging is consistent across your channels (email, social, ads, etc.). Display estimated shipping dates clearly, and be transparent about the fact that this is a preorder, not an immediate delivery.
3. Follow-Up: Keep the Conversation Going
Just because someone preordered doesn’t mean your job is done. In fact, this stage is essential for customer satisfaction. Send confirmation emails, updates on production or shipping timelines, and behind-the-scenes content to keep customers engaged and reassured.
4. Delivery: Make It Worth the Wait
Once your product is ready to ship, let customers know right away. Provide tracking information and follow up with a post-delivery email asking for reviews or feedback. This closes the loop and helps you gather valuable data for your next e-commerce preorder strategy.
How Should You Promote a Preorder?
Here’s a step-by-step guide to launching a high-impact preorder sales strategy that will drive interest and maximize your early sales.
Step 1: Email Marketing
Email marketing is one of the most powerful ways to build excitement around your preorder campaign. If you already have a list of subscribers, this is the perfect opportunity to engage them.
- Tease: Tease the upcoming launch by sending an email a few days before your preorder goes live.
- Announce: Announce that preorders are open by sending a clear, direct email with an easy-to-follow CTA linking to the preorder product.
- Remind: As the preorder window nears its end, remind customers that time is running out. Create urgency by letting them know only a limited quantity remains.
Segment your email list based on customer behavior or interests. Send personalized messages to VIP customers or those who have purchased from you before, with special perks like an early-bird discount.
Step 2: SMS Marketing
SMS marketing can be incredibly effective for immediate engagement. Texts provide a fast and direct way to inform your customers of updates.
Keep your SMS messages short and punchy, with a clear link and a strong call to action. You can also offer exclusive perks through SMS, such as special early access or a discount code.
Step 3: Paid Ads
Paid ads on platforms like Facebook, Instagram, and Google can help you target new and returning customers to promote your preorder. Try testing different ad creatives and messaging to see what resonates best with your audience. For example, compare an ad that emphasizes urgency with one that highlights exclusivity or a discount.
Step 4: Social Media
Social media is a fantastic platform to spread the word about your preorder campaign, especially when you have a loyal community already following you. Post daily countdowns, sneak peeks, and customer comments. Use polls, Q&As, and videos to drive engagement.
Don’t forget to engage with your followers by responding to comments, asking questions, and reposting content they share. The more engaged your followers feel, the more likely they are to preorder.
Step 5: Influencer Partnerships
Influencers can amplify your preorder campaign by leveraging their trust with their followers. Working with influencers who align with your brand values can drive traffic and sales.
Have creators unbox a prototype or talk about their excitement for the launch. Keep your messaging cohesive across all channels. Always use the same visuals, product benefits, and delivery timeline.
How Do You Set Up an E-Commerce Preorder Strategy on Shopify?
If you’re running your store on Shopify and thinking about the best preorder sales strategy for your business, Shopify makes it reasonably straightforward with the proper setup and tools.
Set Up Your Product for Preorder
Start by listing your product just like you would any other. But instead of setting it to “active” with inventory tracking, mark it in a way that signals it’s not immediately available. Shopify doesn’t include native preorder functionality out of the box, but you can easily set up a preorder using apps or workarounds.
You’ll also want to edit your product page language so customers clearly understand that they’re placing a preorder, not buying a ready-to-ship product. Transparency up front builds trust.
Add a Preorder Button
Next, you’ll need to add a preorder button by adjusting the “Buy Now” or “Add to Cart” button to reflect the preorder status. Replace the default button with a custom one that says something like “Preorder Now” or “Reserve Yours Today.” This can be done manually if you’re comfortable with editing code, or more easily through an app.
Automate the Process with Preorder Apps
Shopify allows preorders via several third-party apps that handle everything from button changes to email automation and inventory control. Apps such as Pre-Order Now, PreProduct, or Pre‑Order Manager can streamline the entire process, allowing you to focus on promotion and fulfillment.
What Are The Best Practices for a Successful Preorder Sales Strategy?
Here’s how to make your preorder campaign shine:
- Setting Clear Shipping Timelines: Be realistic. Add buffer time for delays and update your store with expected delivery windows.
- Transparent Communication: Tell customers what to expect from day one. Use automated emails for order confirmation, shipping updates, and any changes.
- Offering Preorder Incentives: Add bonuses like free shipping, small gifts, or discounted pricing to sweeten the deal for early buyers.
- Managing Inventory Expectations: Limit preorder quantities if supply is tight. Scarcity drives urgency and avoids overwhelm during fulfillment.
- Following Up Post-Purchase: Once orders are delivered, check in. Ask for reviews, share user-generated content, and build long-term loyalty.
By following these best practices, you’ll create a smooth preorder experience that not only builds trust with customers but also fosters long-term loyalty, setting your brand up for lasting success.
What Are The Common Mistakes To Avoid With Preorders?
As you set up your preorder promotion, be sure to avoid these rookie mistakes. Even a strong product can fall flat if customers feel uncertain or misled, so avoid these pitfalls to keep your launch running smoothly.
Overpromising Delivery Dates
It’s tempting to give customers an aggressive shipping timeline, but unexpected delays can quickly damage trust. Build in buffer time and clearly communicate that dates are estimated, not guaranteed.
Being Vague About Refund Policies
Customers want to know how they can cancel their order if they change their minds or timelines shift. Having a well-defined, easy-to-find refund and cancellation policy specific to preorders sets expectations and protects your brand.
Neglecting Customer Communication
Silence during the waiting period can lead to cancellations and customer anxiety. Automate messages at key stages—order confirmation, production updates, and shipping notifications—to keep buyers informed and engaged.
Ignoring Fulfillment Logistics
Many e-commerce brands get caught off guard when actual fulfillment doesn’t go as planned. Whether you’re using in-house resources or third-party vendors, make sure everyone is aware of the product launch timeline and capacity before taking orders. Clear communication and proper planning will help prevent delays and ensure you can deliver on your promises to customers.
Forgetting to Follow Up
Your relationship with the customer doesn’t end once the product ships. Sending post-delivery emails asking for reviews, offering support, or providing exclusive future offers helps build loyalty and social proof.
Failing To Research How To Do a Preorder
Don’t wait until right before you launch your new sales campaign to research how preorders work on Shopify. The earlier you get familiar with how orders are recorded, when payments are taken, and how inventory is managed, the smoother your preorder process will be. By understanding these details upfront, you’ll avoid confusion or delays and set yourself up for a successful launch that keeps both you and your customers happy.
How Can You Measure the Success of Your Preorder Campaign?
To track the impact of your campaign, monitor these KPIs:
- Preorder Conversion Rate: % of visitors who place a preorder
- Revenue Before Fulfillment: Total collected before delivery
- Email Signups or Waitlist Growth: Indicates interest
- Return/Cancelation Rate: Low rates = high customer satisfaction
- Customer Feedback: Survey your buyers to see what worked
Use Shopify analytics and your email/SMS platforms to gather these insights. Analyzing the data will help you refine future launches, optimize your preorder strategy, and build on what works.
Is a Preorder Sales Strategy Right for Your Brand?
If you’re ready to leverage the power of preorders and boost early sales, Website on Demand is here to help! Our expert team specializes in crafting tailored ecommerce strategies that not only maximize your preorder potential but also ensure a smooth and successful launch. Install our Pre-Order Now app, and we’ll guide you through the setup, marketing, and technical aspects of your preorder sales strategy, so you can focus on growing your brand.
