Pre-orders can be a great tool for your online store, with potential to increase hype around new releases whilst solving your cash flow problems. It’s beneficial to understand how to set up Shopify pre-orders.
What is a pre-order?
A pre-order is where customers can place orders for products or services before they become available for general sale. Essentially, customers are buying an item before it is physically in stock or released.
There are several benefits to setting up pre-orders:
Pre-orders can provide insight for Shopify stores about the demand for their products.
By seeing how many people are pre-ordering an item, stores can adjust their production and inventory management to meet demand. This can help them avoid overproduction, which can lead to excess inventory and financial losses. If you plan to use pre-orders for probing future demand, we recommend capture-only or charge-later pre-orders, that way customers aren’t being charged anything until you’re comfortable moving forwards.
Pre-orders can generate buzz and excitement for a product before its release.
By allowing customers to pre-order, store owners can boost hype and create a sense of exclusivity around new releases. It also gives you an opportunity to launch twice in a way, once for the pre-order release and once again when the product arrives and you start taking regular buy-now orders.
Pre-orders can boost your online store cashflow, as they can capture revenue upfront.
When customers pre-order products, they typically pay the full price or a deposit at the time of the order, which provides stores with a cash flow boost before the product is even released. This can be especially helpful for small businesses or startups that may not have access to significant capital or financing (although financing options for small e-comm brands is in improving!) .
All Shopify stores are capable of supporting pre-orders, however not all payment processors support deferred-charge pre-orders. Currently both Shopify Payments and PaPal are supported, however you will run into issues when using an unsupported third party payment gateway or even Shop Pay.
That said, Shopify will automatically hide any unsupported payment providers from your checkout. So, as long as you have Shopify Payments or PayPal enabled, you’re good to go and move forward to set up pre-orders on Shopify.
Installing a Pre-order App
To get started and set up pre-orders on Shopify, visit the Shopify App Store and search for “pre-order”, then select the app you wish to install.
Once you have located the app, click on it to access the app listing page, and then select the “Add app” option.
To grant the app access to your Shopify admin account, click “Install app” and authorize its use.
Integrating the App with Your Storefront
Shopify 1.0
If your Shopify theme is Shopify “store 1.0” and you’re not comfortable with customising the code of your product template, then I’d recommend contacting the app developer, as they’ll need to edit code to add their snippet to your online store.
Generally the process is to locate the Shopify theme file containing the “buy” button and insert the app’s customized code beneath the {% endform %} liquid tag. This will let the app’s script determine which product the pre-order button should apply for (if any) when running on that page.
Keep in mind that the file name may differ, but commonly it will be one of: product-template.liquid, product-form.liquid, or product-main.liquid, among others. (Typically in your ‘sections’ or ‘snippets’ folder)
*We also recommend saving your theme file locally first, incase of any mistakes. That way you have a backup if anything goes wrong, as well as being able to take advantage of powerful code editor ‘file find’ tools like ‘find in project’.
Shopify 2.0
With the introduction of Shopify 2.0, app blocks can now seamlessly integrate into the Shopify admin’s drag-and-drop theme customizer, making it much easier to set up pre-orders on Shopify. (‘app block’ is effectively the same as a ‘snippet’ in this context)
App blocks streamline the product pre-order template installation process, as well as automatically removing themselves if you uninstall the app.
Listing Pre-orders on Shopify
Once you’ve completed the above steps to integrate the app with your Shopify storefront, you can now start pre-selling!
Begin by listing a product in your selected pre-order app. Most if not all pre-order apps sit on top of your existing Shopify product listings. Once listed in the app, the pre-order product page’s cart button text should be replaced with a pre-order version, accompanied by any other front-end additional information, i.e. special pre-order messaging.
You will need to decide which type of pre-order to use, generally depending on the payment settings they use. The general pre-order types are:
Charge Later pre-orders – 100% charged later when you trigger the charge.
Deposit-based pre-orders – A percentage paid upfront, with the outstanding charged later.
Capture-only pre-orders – A payment link is sent once you’re ready to send customers through your payment gateway.
Different apps may support or not support any of the above, so it’s important to research this ahead of installing (for example, PreProduct’s list is here).
What kind of pre-order should you use?
The below is just a set of rough guidelines from what I’ve seen running a pre-order solution over the years.
Charge upfrontpre-orders are useful if you need the cash flow upfront, and appropriate if you have a good idea of when the pre-order items will be ready for shipping. Charging upfront also comes with a higher commitment from customers, over something like capture-only or notify-me-when-in-stock.
Charge upfront may not be the best type of pre-order if you’re worried about manufacturing delays or freight issues. Customers could become frustrated if they’ve fully paid, but then have unexpected delays receiving the product.
Charge later pre-orders can be one of the better choices when you’re not sure how long manufacturing may take, or when there is some uncertainty around production and supply chain. As customers will be less inclined to be annoyed by delays when they haven’t parted with any money yet. It’s still important to keep customers informed of delays though.
Charge later is also convenient if customers have a change of mind, whilst waiting for the out of stock product to come in; because no refund is needed, the pre-order can just be cancelled (without any bank transaction started/cancellation needed).
Deposit-based pre-orders is a good alternative that sits between charge upfront pre-order and charge later pre-order. This type of pre-order shows commitment from customers, but also means customers do not need to pay for the full product upfront, which can help increase pre-order sales by lowering the price to buy for customers.
Capture-only pre-orders can be a great pre-order option when you need to gauge interest. They require the least amount of commitment from both the buyers and shop owners. Similar to a back-in-stock flow, customer’s only go through checkout once the product’s available and can be imminently shipped.
Deciding on a pre-order shipping statment
When creating a pre-order listing, you will also need to set a shipping statement. This could be in a period of days or fixed phrase (ie ‘Next Summer’). The balance here is that a pre-order listing with too vague a shipping statement can deter potential buyers, however an exact shipping statement with a much longer duration can also detract from the willingness to buy.
At PreProduct, generally we advise merchants to keep it specific when they can. With the caveat that you should go with what’s comfortable and if that’s not committing to an exact date, then that’s a completely sensible decision. You should also bear in mind that the communicated shipping statement can be changed at any point (well in a lot of apps at least).
Shopify product settings
The product/variant section of the Shopify admin dashboard contains an option to enable the ‘continue selling when out of stock’ feature. This setting is crucial when utilising pre-orders and has two important purposes:
If a product has zero stock and the box is unchecked, customers will not be able to purchase it. However, if the box is checked, the product can still pass through the checkout, whatever the inventory level. Some apps (eg PreProduct) automatically manage this box, when creating/finishing a pre-order listing.
Furthermore, most Shopify themes display an ‘out of stock’ message when a product/variant has zero stock and the box is un-ticked. Ensuring the ‘continue selling when out of stock’ box is ticked will prevent this message from being displayed.
3. Offering Discounts on Pre-orders
Basic Discount Setup
If you’re not using a pre-order app, you can set up a discount in any theme by altering the ‘Price’ and ‘Compare at Price’ in the Shopify product admin. The ‘Compare at Price’ is the original price and the ‘Price’ is the discounted price. This means the Shopify will know that there is a discount and your theme will most likely reflect this on your front-end.
Purchase Options Discounts
For pre-order listings that use purchase options (in PreProduct’s case, this is every kind apart from capture-only listings), rather than altering the price of the product directly on Shopify, the discount is applied at the pre-order listing and order level.
This means that the discount is fixed for any pre-orders already captured, but if you decide to change the discount for future pre-orders, they’ll have the updated subtraction applied. This is great, as you don’t need to worry about the price change; and furthermore, can even change the Shopify product price without impacting previous pre-orders.
With early bird discounts, you can enable customers to commit to a purchase early on and capture more sales, this is due to a created sense of exclusivity and urgency. Tapping into the classic psychology of ‘wanting more for less’ and FOMO.
Letting early adopters get in early can boost customer loyalty, and rewarding these customers with a discount can boost this dynamic even more so.
4. Setting up pre-orders on Shopify to use deposits
Creating Deposit-based pre-orders
When you set up pre-orders on Shopify and create a listing, there should be an option to choose whether to capture deposits/partial payments for pre-order listings in supporting deposit pre-order apps.
When creating a pre-order listing, you will just need to select the deposit type: fixed amount or percentage. This will be communicated on the product and cart pages, as well as next to the payment authorization section of the checkout.
How do deposit pre-orders work?
Pre-order listings that use deposits will communicate to customers the price and terms of the order before they click the pre-order cart button. They’ll then be directed through your usual checkout process, however there will be details of the deposit price, the outstanding price, as well as when the merchant plans to charge it. Then once you’re ready to trigger the outstanding payment, you can trigger the charge via your pre-order app. Usually this is is powered by vaulted credit card technology so no further action is needed from the customer.
Using deposits can be beneficial as they require customers to commit a portion of the pre-order payments upfront, demonstrating a genuine interest and commitment to purchasing the product.
Deposits provide an immediate influx of cash for the business, which can be crucial for covering production costs, marketing efforts, or other expenses related to fulfilling pre-orders. It’s completely up to you whether you implement a non-refundable deposit policy.
Charging Tax and Shipping Fees
When using deposit based pre-orders, both shipping and taxes will be charged in the final outstanding amount, not in the deposit amount. Your existing tax and shipping profiles will be respected.
5. Summary and Conclusion
In summary, to use and set up pre-orders on Shopify offers several powerful advantages for ecommerce stores.
They provide valuable insight into product demand for pre-order products, enabling stores to predict inventory amount and avoid overproduction.
Pre-orders generate anticipation for a product, improving hype for your future releases.
Lastly, pre-orders can generate upfront revenue, providing cash flow before product release, something that ecommerce companies of all sizes can get excited about.
If you are interested in giving pre-orders on Shopify a go and experiencing some of these benefits I mentioned above, we’d love you to start a free trial of PreProduct today.
Prefer to watch a video? Click here to see Oli explain four different pre-order methods on Shopify.
Shopify pre-orders let you capture demand before inventory arrives. Whether you’re launching a new product, managing out-of-stock items, or building hype for an upcoming release, pre-orders help you take orders and revenue sooner while validating market interest.
This guide covers everything you need to know about Shopify pre-orders: choosing the right payment model, planning your strategy, setting up step by step, and running a campaign that converts. All backed by insights from over one million pre-orders processed through our platform.
What are pre-orders and why use them?
A Shopify pre-order allows customers to purchase products before they’re available for general sale or when inventory is temporarily out of stock. Unlike backorders and waitlists, pre-orders involve a customer commitment to purchase upfront. Instead of waiting until products hit your warehouse, you start taking orders immediately.
Business benefits of Shopify pre-orders
Validate demand before committing to inventory Shopify pre-orders help you gauge genuine customer interest before investing in large production runs. By tracking pre-order volume, you can adjust inventory levels to match actual demand, reducing the risk of stockouts, overstocking, or having to discount unsold products.
Improve cash flow and take revenue sooner Pre-orders powered through PreProduct have generated over $85.3 million in revenue. Taking payment upfront or capturing payment details earlier gives you working capital before products ship, particularly valuable for small businesses and startups managing tight cash flow.
Build hype and marketing momentum Pre-orders create anticipation around product launches. You effectively launch twice: once when you announce the pre-order and again when the product becomes available. This dual-launch approach generates sustained buzz and gives you multiple marketing touchpoints.
Secure committed customers Customers who pre-order demonstrate higher commitment than those who add items to wishlists. Pre-order customers have already made a purchase decision, reducing the risk they’ll buy from a competitor when your product finally launches.
Customer benefits
Guaranteed access to new or limited products Pre-orders ensure customers secure their spot for highly anticipated releases or limited-edition items that might sell out quickly.
Early-bird incentives Many brands offer exclusive discounts, bonus content, or limited-edition packaging to reward customers who commit early.
First access to innovation For customers who value being first to try new products, pre-orders provide that exclusive early-adopter experience.
How Shopify pre-orders work
Understanding the pre-order flow helps you design a better customer experience. Here’s how a typical Shopify pre-order journey unfolds:
Announcement: You announce the upcoming product with details about features, pricing, and expected delivery. This typically happens through email campaigns, social media, and on-site banners.
Pre-order period opens: A designated window begins where customers can place orders. This period can range from a few weeks to several months depending on your product and lead time.
Customer places order: Customers order through your Shopify store. The checkout experience includes clear messaging about estimated delivery dates and when payment will be processed.
Payment processing: Depending on your pre-order model (covered below), customers either pay immediately, accept a future charge, pay a deposit, or receive a payment link when you’re ready to charge.
Order confirmation and updates: Customers receive confirmation via email. Throughout the pre-order period, you keep them updated on production progress and shipping timelines, either passively via a customer portal or actively via email/SMS.
Charges processed and product ships: When inventory arrives, any deferred charges are processed and products ship to pre-order customers.
Shopify pre-order payment models
Shopify supports multiple pre-order payment models. Your ideal approach depends on your product lead times, price point, and cash flow needs. For a deeper comparison of every model, see our pre-order payment models guide. You can also read our Shopify partial payments guide for more on deposits and installments specifically.
Most models use card vaulting (secure card storage) rather than traditional authorization holds, giving you flexibility for longer lead times.
Charge upfront pre-orders
Customers pay 100% at the time of pre-order placement. This model works best when you need immediate working capital or when lead times are relatively short (under 60 days).
Best for:
Products with short lead times (under 60 days)
Lower-priced items where customers are comfortable paying in full
Brands with established trust and reputation
Situations requiring immediate cash flow for production
Considerations: According to our analysis of over one million pre-orders, charge-upfront accounts for a smaller percentage of listings compared to deferred payment models. Customers may hesitate to pay months in advance, especially for higher-priced items or brands they’re less familiar with.
Charge later pre-orders
Customers proceed through checkout and accept a future charge. Their card information is securely vaulted with your payment processor, and you trigger payment when inventory arrives and you’re ready to ship. No authorization hold is placed, so there’s no expiration window to worry about.
This is the most popular model: 43.8% of all pre-order listings on PreProduct use charge-later, making it the dominant payment method for pre-orders.
Best for:
Products with longer lead times (60+ days)
Mid-high priced items where customers prefer not to pay months in advance
First-time orders of a product or from a new supplier, where flexibility matters
Considerations: When you’re ready to ship, you trigger the charge. If the card has expired or been cancelled, the charge will fail and you’ll need to collect updated payment information via a dunning flow. Learn more in our charge later guide.
Deposit pre-orders
Customers pay a partial amount upfront (typically 10-50% of the total price), with the remaining balance charged later when you’re ready to ship. Like charge-later orders, the customer’s card is vaulted for the future balance charge.
Best for:
Mid-high priced items ($50-200+)
Products with long lead times but requiring some upfront capital
Merchants who want assurance that buyers are committed
Balancing cash flow needs with customer comfort
Considerations: Deposits signal stronger commitment than charge-later-only models while being less intimidating than full upfront payment. This middle-ground approach works well for premium products where you need some working capital but want to reduce purchase friction. See our Shopify deposits page for more details.
Capture-only pre-orders
This model captures customer information without taking any payment. You replace the standard purchase button with a pre-order button, and email a payment link later when ready to process orders.
Capture-only payment links account for 28.7% of PreProduct pre-order transactions, making it the second most popular model.
Best for:
Conservative markets where merchants are hesitant to exchange any payment details upfront
Products with highly uncertain timelines
Testing demand before committing to production
Situations where you want zero checkout friction upfront
Considerations: This approach has the lowest commitment level, which can lead to lower conversion rates when payment time comes. However, it’s excellent for demand validation since customers can opt in without any payment friction. It’s also one step above waitlists, as the order is already captured and can be prepopulated at checkout.
Authorization period pre-orders
The most basic approach is placing a traditional authorization hold on the customer’s card. In Shopify, this is the “manual payment capture” method. You must capture payment within the authorization window (typically 7-30 days) before the hold expires.
Best for:
Very short lead times (under 7-30 days)
Products arriving imminently where you know exact ship dates
Considerations: This model is limited by authorization hold expiration windows. For most products with longer lead times, charge-later with card vaulting is more practical. The extended 30-day authorization period is currently only available to Shopify Plus merchants and adds a 1.75% fee if charged after day 7.
Manufacturing or production time: Factor in supplier lead times plus buffers for delays
Shipping and freight: Expected shipping times from the supplier, whether sea or air freight
Quality control: Building in time for inspection, especially for first runs or new suppliers
Customs and import processing: For international products, adding 1-2 weeks can be sensible
Buffer for unexpected delays: Add 10-20% padding to your estimated timeline
Be conservative with your customer-facing shipping statement. It’s better to over-deliver than create frustration by missing promised dates. You can always update your shipping statement along the way and send out updates to your customers.
Pricing strategies
Products priced between $25-50 represent 42.7% of individual pre-orders, though the most common listing price range exceeds $250 (26.8% of listings).
Early-bird discounts: Consider limited-time discounts (typically 10-20% off) to reward customers who commit earliest. This creates urgency and helps you gauge initial demand quickly.
Pay early and save: Some pre-order solutions let you offer a discount to customers who want to pay off a deferred-charge pre-order early, improving cashflow while giving them the option to pay later.
Pay in installments: Optional multi-step payment plans let customers pay in installments, improving conversion for price-sensitive customers or high-ticket items. For more on this, see our Shopify payment plans guide.
Use pre-order volume to inform production quantities. If you’re taking capture-only pre-orders (where no payment is collected upfront), build in an expected conversion rate (typically 70-85%) when planning inventory. Charge-later and deposit models typically have higher conversion since cards are vaulted.
As of 2024, Shopify introduced native “Purchase Options” functionality that allows apps to facilitate deferred-charge pre-orders through your native Shopify checkout. Purchase options require a supporting app to use, however the “continue selling when out of stock” checkbox allows merchants to sell without any third-party solutions.
That said, most merchants running serious pre-order campaigns still use a dedicated app for enhanced features like communication and payment flexibility.
For smaller merchants running occasional, simple pre-orders that can be charged upfront, Shopify’s native option (using selling plans) may suffice. For brands building Shopify pre-orders into their core strategy, dedicated apps provide significantly more control and better customer experience. Check out our Shopify pre-order app buying guide for a full comparison, or visit the PreProduct Shopify pre-order app page.
Payment processor requirements
Not all payment methods support pre-orders, particularly deferred charging models. Currently supported options include:
Cybersource – as of early 2026, merchants have reported Cybersource support for deferred charges as well
Third-party gateways often don’t support deferred charging. Shop Pay, Apple Pay, and Google Pay also have limitations with charge-later pre-orders. Shopify automatically hides incompatible payment providers at checkout for pre-order products.
Installing a pre-order app
We’ll use PreProduct as an example, though the general process can apply to other pre-order apps.
Step 1: Install from Shopify App Store Search “pre-order” in the Shopify App Store and install your chosen app. PreProduct offers a free trial and/or a commission-only plan to test functionality.
Step 2: Integration based on theme version
For Shopify 2.0 themes (recommended): If your app doesn’t support auto-install, you’ll need to add its app block from the Shopify Customize editor:
Drag and drop the pre-order app block where you want it to appear (typically above the add-to-cart button)
Save changes
For Shopify 1.0 themes: If your app doesn’t support auto-install, you’ll need to add its snippet code to your theme:
Access Theme Code Editor from the “Online store” section of your Shopify admin
Locate your product template file (usually in the snippets directory, within a file like: product-template.liquid, add-to-cart-button.liquid or product-form.liquid)
Add the app’s snippet code above the buy button’s <button> tag
Save changes
Most modern themes use Shopify 2.0, making integration significantly simpler. (PreProduct supports auto-install for most themes, but not all.)
Listing your first pre-order product
After integration, configure your first pre-order listing. This can be done via an automation/rule-based setup, or manually product by product.
Select product or variant: Choose which products or specific variants to list as pre-order. Advanced apps allow variant-specific pre-ordering, so you can pre-order only out-of-stock sizes or colors while keeping others available for immediate purchase.
Choose payment model: Select your preferred payment approach: charge upfront, charge later, deposit, or capture-only.
Set estimated delivery date: Provide a realistic delivery timeframe. This date appears to customers and can be updated as circumstances change.
Configure pre-order limits (optional): Decide whether to limit quantity to create scarcity or leave unlimited.
Add early-bird discount (optional): Set discount pricing to incentivize early commitment.
Customize messaging: Check the front-end wording on your product, cart, and checkout screen. If it doesn’t match your brand voice or clearly communicate the pre-order, change it via the app’s “customize wording” screen.
Fulfillment holds and order management
Pre-order apps typically place fulfillment holds on pre-order items, preventing them from flowing prematurely to your 3PL, ERP, or fulfillment system. This ensures pre-orders stay isolated until you’re ready to ship.
When inventory arrives and you’re ready to fulfill:
For charge-later, capture-only, or deposit pre-orders, trigger payment from your app
For charge-upfront pre-orders, trigger fulfillment from your app
Either approach releases the fulfillment hold on the Shopify order, changing its status from “On hold” to “Unfulfilled”
Orders then flow to your fulfillment system like regular orders
Auto-charge automation can trigger charges based on inventory levels in Shopify, streamlining this process further.
Getting your Shopify pre-order set up is only half the picture. Running a successful pre-order campaign requires thoughtful marketing, clear communication, and awareness of your obligations.
Marketing your pre-orders
Strong pre-order marketing turns a product announcement into a successful campaign. Start by building anticipation before the pre-order period opens: tease the product, build an email waitlist, and create countdown content.
When pre-orders open, maximize visibility through email announcements, social media, influencer outreach, and paid advertising. Create urgency with early-bird pricing, limited quantities, and exclusive bonuses.
Clear communication builds trust and reduces cancellations. Our data shows that approximately 5.4% of pre-orders get cancelled on average, with proper communication helping minimize this rate.
Front-end messaging: Clearly indicate pre-order status on product pages, cart, and checkout. Display estimated delivery dates prominently. If you allow mixed carts (combining pre-order and ready-to-ship items), note that orders may ship in multiple shipments. From our data, 37.9% of stores permit mixed carts, with most merchants preferring isolated pre-order workflows to avoid complicated fulfillment logistics.
Email communication: Send immediate order confirmations, periodic progress updates (every 2-4 weeks for long lead times), and shipping notifications. For charge-later or deposit-balance orders, set up an upcoming charge email to give customers advance notice before their card is charged.
Customer portals: Quality pre-order apps offer customer portals where buyers can view order status, see estimated shipping dates, access payment schedules, and request cancellations, reducing support inquiries while giving customers transparency.
In the United States, the FTC’s 30-Day Rule requires you to ship within the timeframe you advertise, or within 30 days if no timeframe is specified. If delays occur, notify customers and offer full refund options.
Be transparent about pre-order status, delivery timelines, payment terms, and cancellation policies. If selling internationally, research requirements for the UK, EU, and Australia. For templates and more detail, use our pre-order policy guide and generator.
Common issues and how to fix them
Payment charge failures: Customer’s vaulted card can fail when you attempt a deferred charge (card expired, cancelled, or insufficient funds). Set up automated emails requesting updated payment information, and provide a customer portal where buyers can u600pdate their cards.
Theme compatibility: If the pre-order button doesn’t display correctly, check that your theme supports Shopify 2.0 app blocks. Contact app support for theme-specific assistance, especially for custom themes.
Fulfillment hold confusion: If pre-order items accidentally ship early, double-check fulfillment hold settings in your app. Set up tag-based workflows if your 3PL does not support fulfillment holds. Some ERPs and 3PLs use “virtual warehouses” for pre-order stock allocation.
Managing delays: Communicate proactively as soon as delays are known. Explain the reason honestly, offer options (wait with bonus incentive, partial refund, or full cancellation), and update estimated delivery dates across all touchpoints.
Measuring pre-order success
Track these metrics to optimize your pre-order strategy over time:
Conversion rate: Percentage of product page visitors who complete pre-orders
Pre-order volume: Total orders taken, which validates demand and informs inventory planning
Average order value (AOV): Revenue per transaction, often higher for pre-orders due to early-bird bundles
Cancellation rate: Rates above 8-10% may indicate overly long lead times or poor communication
Email engagement: Open and click rates for pre-order update emails
Integrate with Google Analytics using UTM parameters to track which marketing channels drive the highest pre-order conversions.
Frequently asked questions about Shopify pre-orders
Does Shopify have built-in pre-orders?
Yes, Shopify has a “continue selling when out of stock” checkbox that allows zero-stock products to pass through checkout. However, it only supports charge-upfront models and lacks advanced features like automated customer communication, multiple payment models, and analytics. Most serious pre-order campaigns benefit from dedicated apps.
What payment methods work with Shopify pre-orders?
Shopify Payments and PayPal support all pre-order payment models. Third-party payment gateways often don’t support deferred charging (charge-later models). Shop Pay, Apple Pay, and Google Pay have limitations with certain pre-order types. Shopify automatically hides incompatible payment options at checkout.
Can I offer partial payment or deposits?
Yes, with pre-order apps that support deposit models. Customers pay a percentage upfront (typically 10-50%), with the remaining balance charged when you’re ready to ship. This balances cash flow needs with customer comfort, especially for higher-priced items. See our Shopify deposits page for setup details.
How do I handle pre-order cancellations?
Pre-orders can be cancelled through standard Shopify order cancellation procedures or via your pre-order app. Quality pre-order apps offer customer portals where buyers can request cancellations directly. Your refund policy is at your discretion.
What apps are best for Shopify pre-orders?
Popular options include PreProduct (comprehensive features with all pre-order types listed in this guide), Purple Dot, Amai PreOrder Manager, and PreOrder Globo. Choose based on required payment models, automation needs, and budget. See our buying guide for a full comparison.
Are there legal requirements for pre-orders?
Yes. In the US, the FTC 30-day rule requires shipping within stated timeframes or within 30 days if no timeframe is specified. You must notify customers of delays and offer cancellation options. Other countries have similar consumer protection requirements. See our pre-order legal guide for details by country.
How long should a pre-order period be?
According to our data analyzing over one million pre-orders, 121-150 days represents the most common fulfillment window (28.1%), while 20.6% ship within 30 days. Your timeline should match production realities plus buffer for delays. Shorter is generally better for maintaining customer excitement and reducing cancellations.
Can I mix pre-order and regular products in the same cart?
Yes, although only 37.9% of stores in our dataset permit mixed carts. Many merchants prefer isolated pre-order workflows to avoid complications with their fulfillment processes. However, mixed carts can increase average order value. If you allow mixed carts, place some test pre-orders first to verify your 3PL and ERP handle fulfillment holds correctly.
How do pre-orders affect my Shopify inventory management?
Pre-order apps place fulfillment holds on pre-order items, preventing them from flowing to your 3PL or fulfillment system prematurely. When ready to fulfill, you release holds and orders process normally. Advanced apps integrate with Shopify inventory systems to trigger automatic charging when stock arrives. For more, read our pre-order inventory management guide.
What’s the typical pre-order cancellation rate?
Across our platform, approximately 5.4% of pre-orders get cancelled on average, with 2023 seeing the highest rate at 7.1%. Cancellation rates increase with longer lead times and poor communication. Keep customers engaged with regular updates and realistic delivery estimates.
Should I offer early-bird discounts for pre-orders?
Early-bird discounts (typically 10-20% off) create urgency and reward early commitment. They help gauge initial demand quickly and can accelerate word-of-mouth marketing. Test different discount levels to find the sweet spot between incentivizing purchases and maintaining margins.
How do I prevent pre-order items from shipping early?
Pre-order apps automatically apply fulfillment holds to prevent premature shipping. These holds integrate with Shopify’s fulfillment system, blocking orders from flowing to 3PLs or ERPs until you’re ready. When inventory arrives, you release holds manually or through automated triggers based on inventory levels.
Conclusion
Shopify pre-orders represent a powerful strategy for stores looking to validate demand, improve cash flow, and build marketing momentum around product launches. With over $85.3 million in pre-order revenue processed through PreProduct alone, merchants across industries are leveraging Shopify pre-orders successfully.
The key to running successful Shopify pre-order campaigns comes down to:
Choosing the right payment model for your product and lead time
Setting realistic delivery timelines with buffer for delays
Communicating clearly and frequently with customers
Marketing strategically to build urgency and maintain momentum
Measuring performance to optimize future campaigns
Whether you’re launching your first product, managing out-of-stock bestsellers, or building hype for seasonal releases, Shopify pre-orders let you take orders and revenue sooner while keeping customers informed and engaged.
Unbounce offers a super powerful and intuitive way to create and manage landing pages for new product launches. However, what if you wanted to start taking pre-orders from one of your landing pages?
For selling physical products, Shopify has been establishing itself as a market leader for quite some time now. PreProduct is a pre-order app that plugs into Shopify and enables you to launch new products via different kinds of pre-sale. In the below guide, I’ll show you a quick and easy way to set up Unbounce pre-orders.
Although ordinarily confined to the Shopify store itself, in this guide I’ll show you how to run PreProduct in a ‘headless’ way from your Unbounce page. Enabling easy communication and capture of Shopify / Unbounce pre-orders. Essentially you’ll be adding a ‘custom HTML block’ to your Unbounce landing page and populating it with a couple of lines of code that PreProduct will automatically generate for you.
Each of the below steps is fairly straightforward, but feel free to get in touch if you run into any issues. I’ve also recorded a quick video here in case that’s your preferred tutorial format.
*Each of the above apps have fully functional free trials that you can take advantage of.
2. Step-by-step guide
2.1
For this tutorial we’ll be using Unbounce’s classic builder. If you don’t have an existing page set up, click the ‘create new’ button in the top right corner of Unbounce.
2.2
Now click on the triple-dot symbol to the far right of your page’s card area. Then click ‘Edit champion variant’.
2.3
You’ll now be taken to your page’s editor. Click and drag the ‘custom HTML’ block from the left-side menu onto the page. You should be greeted by a text input modal.
2.4
Now we just need to generate a snippet in PreProduct to paste into the modal. Start by opening up PreProduct.
2.5
If you haven’t already created a pre-order listing in PreProduct, create one now by clicking the ‘New listing’ menu item. Then select it from the main dashboard.
2.6
Now click the ‘Generate headless code’ button on the left-hand side of the dashboard. A modal should pop up with your snippet in a grey text area. Highlight and copy the snippet.
2.7
Now, back in Unbounce; paste the snippet into the ‘custom HTML code’ modal and click ‘save code’. You can now position the block where you’d like on the page. We generally recommend making the block no smaller than 40% of the desktop page width. Then on mobile, it should be used at around 100% width.
2.8
The pre-order front-end won’t show properly until you click ‘preview’. Let’s do that now. You should see the pre-order button appear, along with an on-page pre-order cart when clicked. Listing details and styling are controlled from within PreProduct’s dashboard.
3. Summary
Congratulations, you’ve just enabled Unbounce pre-orders from your landing page. Through PreProduct, you’ll now be able to take advantage of Unbounce’s optimisation and design, alongside Shopify’s powerful e-commerce engine.
Pre-orders will flow from your Unbounce page into PreProduct and then at some point, Shopify. Depending on the kind of pre-order listing: ‘pay later’, ‘deposit-based’, or ‘pay now’. For example; pay later’ pre-orders will just be in PreProduct until you send out payment link emails. Where as ‘pay now’ pre-orders will redirect to your Shopify checkout straight away and flow directly into the Shopify order system.
What kind of pre-order listing to choose is a whole other article in itself. However, ‘time until ship’ is a good point to benchmark against. Is your new product going to be in customer’s hands next month? Well ‘pay now’ pre-orders is probably a good fit. Or is it more like 6 months with potential delays? Then pay later or deposit-based pre-orders will give you more flexibility and customer goodwill.
Feel free to reach out with any questions or to let us know how your pre-order campaign is going. We’re always happy to talk ‘pre-orders’ and ‘new product launches’.
Dawn is Shopify’s exciting new theme. As of the end of August 2021, new stores will be set-up with Dawn as default and have access to a bundle of new features which Shopify are calling ‘Store 2.0’. Among these new features is the long rumoured ‘sections anywhere’ ability, speed increases, support for 3d models out of the box and much more. However, the topic of this article is how to add pre-orders to Shopify Dawn. There are many compelling reasons to offer pre-orders, including their positive effects on cash flow, the flexibility they afford your product launches, and the risks they can offset. If you would like to read more about the benefits and strategies of pre-orders, we have an article on why you should take pre-orders on Shopify here.
ref: Shopify
Adding Pre-orders Manually
I do not recommend this method at all, but realise that some people would prefer to see a free of charge version of offering pre-orders.
Word of warning
It’s possible to start collecting pre-orders without installing any apps or paying a developer to modify Dawn through a very bare-bones approach, although I don’t recommend doing this for several reasons that will be soon become apparent. Here are the steps:
Backup your theme. (you should always backup theme files before you change code, so you have a safe version to revert to if something goes wrong).
Shopify has a checkbox in the Shopify product admin under ‘inventory’ called ‘continue selling when out of stock’. When checked, your store will accept orders for that product, even when the stock level is 0.
You can then made a code change like the below to what text is outputted in your add-to-cart button. You’ll be looking for something similar to the first block of code below; which you’ll want to change to the block below.
Before:
{%- if product.selected_or_first_available_variant.available -%}
{{ 'products.product.add_to_cart' | t }}
{%- else -%}
{{ 'products.product.sold_out' | t }}
{%- endif -%}
After:
{%- if product.variants.first.inventory_policy == "continue" and product.variants.first.inventory_quantity == 0 -%}
pre-order
{%- elsif product.selected_or_first_available_variant.available -%}
{{ 'products.product.add_to_cart' | t }}
{%- else -%}
{{ 'products.product.sold_out' | t }}
{%- endif -%}
Finally, navigate back to the ‘online store’ screen in Shopify and click ‘Customize’, click through the store preview until you’re looking at your product page. Then click ‘Buy buttons’ from the list of ‘product information’ blocks and uncheck the ‘Show dynamic checkout buttons’ option so that only your main buy button shows up.
Problems with the manual approach
On top of the fact that this option hardcodes a change into your store’s theme and doesn’t localize to the user’s language, it also will mean:
Muddled up ‘pre-orders’ and ‘buy-now’ orders in your Shopify order section, leading to mistakes and laborious admin.
No efficient control of what’s a pre-order and what’s a ‘buy now’ listing in your store.
Your storefront won’t tell customers when they should hope to receive their pre-order.
You have no way of communicating with customers during the pre-order process. e.g. ‘Your Red Sneakers are two weeks away from shipping’.
Pre-order payment has to be upfront.
No way to place limits or any advanced pre-order features on your listing.
All of these drawbacks can very quickly add up to a bad customer experience with a lot of work on your end to stay afloat and in control. Luckily Shopify’s app ecosystem has apps listed by companies who spend their whole time solving these issues and figuring out the best way to increase your pre-orders. The best bit is… thanks to ‘Store 2.0’s new features, you won’t need to write a line of code to integrate one.
Adding a pre-order app
Like I mentioned above, Shopify’s Appstore is home to many pre-order apps that will help you find success with your pre-sales. PreProduct offers the below benefits, as well as a customisable pre-order cart. However, there are many other good options on the Shopify AppStore. After selecting a pre-order app from the App Store, simply click ‘install app’ from the top of the page and Shopify will take you through a quick install process.
Pre-order app features can include:
A user interface to choose which of your product/variants will be on pre-order and when.
A designated dashboard for your pre-orders, without regular orders being mixed in.
Customisation of the visual design/messaging of the pre-order button and front-end, including real-time variables like shipping time.
Email campaigns to keep customers in the loop and engaged throughout the pre-order process.
Different pre-order payment options like; ‘pay later’, ‘deposit’ and ‘pay now’ meaning you can list pre-orders earlier and with more flexibility (and in some countries, conform to necessary legal requirements).
Analytics and dashboard for reporting/interacting with the individual pre-orders.
Pre ‘Store 2.0’, permanent code had to be added to your store theme to add a pre-order app, resulting in increased setup time while a developer made the integration, as well as the potential for your theme to acquire more and more third-party code as you installed/uninstalled various kinds of apps. Now Shopify gives store owners the ability to add something called an ‘app block’. Instead of having a developer add permanent code to your theme, you can simply drag and drop a block into your product page. Meaning you’re in complete control of where the pre-order section goes in your storefront, as well as when to take it out.
How to add a pre-order app block to your product page with Dawn
Once you have a pre-order app installed from the Shopify app store, as long as it supports ‘Store 2.0’, you’ll be able to drag it’s block into your product page exactly where you want it. Here’s how:
Navigate to the ‘Online store’ section of your Shopify dashboard.
Click ‘Customize’
You will now be greeted with Shopify’s drag-and-drop editor. It will currently be set to your home page. Click ‘catalogue’ to go to a collection page and then click on any product to select your product page.
Notice the different areas of your product page in the left-hand side bar, signified by the tag icon and name in bold. We want to add to your ‘Product Information’ section, so click the blue ‘Add block’ link at the bottom of that list.
A pop-up should appear with a list of blocks under the ‘APPS’ heading. Click the pre-order app’s block.
The app’s block has now been added to the ‘Product information’ section. To choose it’s position, click the little back arrow to the left of the apps name so you can see all of the product page blocks again. Then hover over the app’s name in the ‘Product information’ section and drag it up or down until you’re happy with its position.
That’s it, you should be all good to go. Don’t forget to save! (Top right corner of the page).
Now that you have pre-orders set up on your store, you can start listing new products straight away and promoting them. Whilst there are specific pre-order marketing tactics, we generally find the usual suspects work well. For example, conversion and abandonment optimisation through an app like Tada, organic/paid social media, influencer partnerships, email marketing etc.
Summary
Once you have finished adding pre-order functionality to Shopify Dawn, you can start taking pre-sales straight away for your future and out of stock products. Now that Shopify’s clever ‘sections everywhere’ app blocks have been released, integrating exciting new features into your store has never been easier.
Thanks, we'll let you know once we launch for your platform.
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