A waitlist or pre-sale on your Shopify store lets you validate demand and generate revenue before a product is ready or back in stock. Instead of hoping customers will return when the product is available, you capture their interest and (optionally) their payment upfront. This guide covers how to set up waitlists and pre-sales effectively on Shopify.
The Difference Between a Waitlist and a Pre-Sale
A waitlist captures customer interest with no payment — visitors sign up with their email to be notified when the product launches or restocks. A pre-sale takes payment upfront for a product that will be delivered later. Both validate demand, but pre-sales also provide cash flow to fund production.
Waitlists are lower friction (no payment required) but give you only an indication of interest. Pre-sales give you confirmed revenue but require customer trust and transparency about delivery timelines.
When to Use a Waitlist vs. a Pre-Sale
| Situation | Recommended Approach |
|---|---|
| New product with uncertain demand | Waitlist first to gauge interest |
| Known bestseller that is out of stock | Back-in-stock waitlist |
| Product in production with confirmed timeline | Pre-sale with clear delivery date |
| Limited edition with guaranteed stock | Pre-sale with a launch date |
Setting Up a Waitlist on Shopify
For out-of-stock products, install Back in Stock: Restock Alerts. This app replaces your out-of-stock “Sold Out” button with an email/SMS signup form. When you restock, the app automatically notifies all waitlisted customers. This converts stock unavailability into a list of warm leads ready to buy the moment the product returns.
For new product waitlists, create a product page in Shopify with no inventory and use a coming-soon or email signup app to capture interest before the product launches.
Setting Up a Pre-Sale on Shopify
For pre-sales, create the product in Shopify with the pre-sale price and enable “Continue selling when out of stock.” Add a prominent note in the product description and title (e.g., “PRE-ORDER — Ships 20 September 2026”) so customers know exactly what they are buying.
Pre-Order Now by SpurIT is a dedicated pre-order app that manages pre-sale badges, separate pre-order pricing, customer notifications when the product ships, and the separation of pre-order items from regular in-stock items at checkout.
Communicating Transparently With Pre-Sale Customers
Pre-sale customers need more communication than regular buyers because they are waiting for something they have already paid for. Send:
- A confirmation email immediately after purchase explaining the expected ship date
- An update email if the ship date changes — even if it is good news (shipping earlier), communicate it
- A “your order has shipped” email with tracking when it dispatches
Never go silent on pre-sale customers. A lack of communication creates anxiety and refund requests. Over-communicate — customers who feel informed are patient; customers who feel ignored are not.
For help setting up pre-sales and waitlists that build rather than damage customer trust, the OneOnic team can advise on the right approach for your product and customer base.
Frequently Asked Questions
Is it legal to take pre-sale payments on Shopify before the product is ready?
Yes, but you must be transparent about the expected delivery date and honour your refund policy if customers change their mind before shipping. In the UK, consumer rights law requires that products are delivered within the agreed timeframe. If your production is delayed significantly, you must inform customers and offer refunds. Always have a realistic delivery estimate before taking pre-sale payments.
How do I price a pre-sale product on my Shopify store?
Pre-sales typically offer a small discount (5 to 15%) versus the final retail price as a reward for the customer’s patience and upfront commitment. Alternatively, you can price at full retail and offer exclusive early-access packaging or a bonus item for pre-order customers. Avoid deep discounts on pre-sales — you want pre-order buyers to feel rewarded, not to train customers to wait for discounts.
What do I do if I cannot fulfil my Shopify pre-orders on time?
Contact customers immediately with an honest explanation and a revised timeline. Offer a partial refund, an upgraded product, or a meaningful additional gift for the inconvenience. Give customers the option to cancel and receive a full refund without friction. Honesty and generosity in this situation often turns a negative experience into a demonstration of brand integrity that customers remember positively.
Ready to Build a High-Converting Shopify Store?
OneOnic builds Shopify stores for growing Indian brands — from design and development to ongoing growth strategy. Our team has launched 100+ stores across fashion, food, wellness, electronics, and more.
💬 Chat with us now — click the chat icon at the bottom right of this page for instant support.
