Shopify Pre-Orders: The Complete Setup, Payment, and Fulfillment Guide
Shopify pre orders let you sell upcoming or out‑of‑stock items without waiting for inventory. This guide shows how to set up, charge, and fulfill pre-orders safely, including variant caps, messaging, SEO, and operations.
What is a Shopify pre-order and when to use it
Benefits and common use cases
De-risk launches: validate demand before committing POs.
Smooth cash flow: collect funds or deposits to finance production.
Maintain momentum: capture orders when items are temporarily out of stock.
Merchandising: limited drops, made-to-order, or seasonal collections.
Use cases:
New product launches and colorways.
Supplier lead-time gaps or re-stocks.
Made-to-order or configurable items.
Limited edition drops with fixed caps.
Pre-orders vs waitlists vs back-in-stock
Pre-orders: customers place an order now for a future ship date.
Waitlists: collect email/SMS interest; no commitment.
Back-in-stock alerts: notify when inventory returns; no reservation.
Choose pre-orders when you can commit to an ETA and policy terms. Use waitlists when ETAs are uncertain or supply risk is high.
Key risks and how to minimize them
Delays and cancellations: add ETA buffers and proactive updates.
Cash flow misalignment: model deposits vs full charge vs charge-later.
Chargebacks: clear disclosures, consent boxes, and easy cancellations.
Ops complexity: SOPs for mixed carts, partial fulfillments, and caps.
Mitigate by setting variant-level limits, using clear on-page messaging, and implementing a delay playbook.
Choose your pre-order model
Full payment upfront
Pros: best for cash flow and commitment; simple reconciliation.
Cons: higher sensitivity to delays; stricter disclosure needed.
Use when lead times are short or production is secured.
Deposit now, balance later
Pros: reduces friction; covers production costs; flexible.
Cons: requires follow-up invoicing; potential non-payment.
Use for higher-ticket items or uncertain ETAs.
Implementation notes:
Collect a fixed deposit via product pricing or a separate deposit product.
Invoice the balance via draft order before shipment.
Charge on release (where supported)
Pros: customer-friendly; lowers cancellation risk.
Cons: depends on gateway authorization windows or separate payment collection; may require apps.
Use when you can fulfill within your gateway’s capture window or are comfortable sending payment links later.
Limited drops and made-to-order
Pros: set scarcity and precise caps; aligns production to demand.
Cons: rigid timelines; no overage buffer.
Use for batch production with known capacity or bespoke items.
Decision tree: which model fits your scenario
Need cash to fund production?
Yes → Full payment or Deposit model.
No → Charge on release.
Lead time > authorization window (e.g., >7 days)?
Yes → Full payment or Deposit model.
No → Charge on release possible.
High AOV or custom items?
Yes → Deposit model, made-to-order caps.
No → Full payment or charge-later.
Scarce inventory or drops?
Yes → Limited drop with hard per-variant caps.
No → Standard pre-order with rolling ETAs.
Set up pre-orders in Shopify
Requirements and prep (products, variants, inventory)
Confirm SKUs and variant options; ensure unique variant IDs.
Decide on model (charge now, deposit, or charge-later).
Draft ETAs by variant; add buffers aligned to supplier lead times.
Create policy language and PDP messaging.
Enable via a pre-order app and core settings
Most stores use a pre-order app to:
Replace the Add to Cart button with a Pre-Order button when out-of-stock or flag-enabled.
Manage charge rules (now vs later/deposit).
Set per-variant limits and ETAs.
Handle mixed-cart logic and messaging.
Tip: If you already forecast demand to size caps, a Shopify inventory forecasting app can help align caps to inbound POs and lead times. See our Shopify inventory forecasting app to streamline caps tied to supply plans.
Configure per-variant rules and caps
Turn on pre-order at variant level.
Set max pre-order quantity per variant (daily or total).
Optional: limit per-customer quantity to reduce speculative orders.
Map each variant to its ETA, buffer, and PO number.
Simple cap calculator:
Safe cap = Confirmed inbound units + conservative yield − existing backorders − risk buffer
Risk buffer suggestion: 10–20% of PO for first-time runs.
Customize button text, badges, and ETAs
Lightweight Liquid for a PDP badge (place in product template near price):
Dynamic button label:
Pre‑Order Now
Add to Cart
Include microcopy near the button:
Ships by: Mar 18–25 (estimated)
Your card will be charged today; cancel anytime before ship
How to end or pause pre-orders when stock arrives
Toggle off pre-order flag on the variant or remove the tag.
Restore standard Add to Cart behavior.
If oversold, pause pre-orders and update ETA on PDP and open orders.
Announce switch-over in an on-site banner for 48–72 hours.
Payments, taxes, and compliance
Charge now vs delayed capture constraints
Charge now: capture funds immediately; simplest for pre-orders.
Delayed capture: many gateways allow only short authorization windows. If your release exceeds that window, the auth will expire and you cannot capture.
Charge-later alternative: send a payment link or invoice when ready to ship.
Authorization windows by gateway (what to check)
Confirm your payment gateway’s authorization period (e.g., 7 days is common for card auths; timelines vary by region and method).
Verify how long offsite wallets and BNPL providers hold authorizations.
If your ETA exceeds the window, do not rely on delayed capture; use full charge or deposit.
Taxes, refunds, and partial refunds
Taxes are generally calculated at order time based on customer location and your tax settings.
For partial shipments, you can partially refund or capture where supported.
If prices change pre-release, honor original order pricing or communicate options clearly.
Policies, disclosures, and consent at checkout
Disclose that the item is a pre-order, the estimated ship window, and your cancellation/refund terms.
Add a required checkbox at checkout for pre-orders acknowledging:
Not in stock at purchase time
Estimated ship window
Cancellation and refund policy
That ETAs may change
Compliance checklist (quick):
Clear “Pre‑Order” label on PDP, cart, and checkout
ETA window, not a single date
How you’ll communicate changes
Refund/cancellation terms
Contact method for support
For deposits: total price, deposit amount, and when balance is due
Handling cancellations and amendments
Offer self-serve cancellation via order status page or portal where possible.
If orders contain mixed items, allow partial cancellations for the pre-order line only.
Use partial refunds instead of full cancellations when customer wants to keep some items.
Fulfillment and operations
Mixed carts (pre-order + in-stock) and shipping splits
Decide your rule:
Split shipments by default: ship in-stock now; pre-order later.
Hold-all rule: ship when all items are ready.
Customer choice: offer a toggle at cart.
Simple cart JS alert to set expectations:
Operational notes:
If splitting, set shipping rate logic to avoid double-charging.
Create tags (e.g., “PREORDER” and “MIXED”) for picking rules.
Partial fulfillment and communication steps
Auto-send a “partial shipment” email with what shipped and what’s pending.
Keep the original order open; fulfill remaining lines on arrival.
Update ETAs in order notes and notify customers at key milestones:
Production started
In transit to your warehouse
Cleared receiving and in pick/pack queue
Supplier coordination and buffer planning
Request supplier-confirmed lead time with a ± tolerance.
Add an internal buffer (e.g., 20% of lead time) and publish a conservative window.
Tie POs to variants, and track actual vs planned dates.
More time, More Sales
Playbook for delays and ETA changes
Thresholds:
Delay ≤7 days: email update only.
8–21 days: email + SMS option + incentive (free upgrade to expedited shipping).
21 days: offer easy cancellation and full refund option.
Always update PDP ETA and cart notice the same day.
Messaging and templates
Onsite copy: PDP, cart, and checkout notices
PDP badge and CTA:
Badge: Pre‑Order • Ships Mar 18–25
CTA: Pre‑Order Now
Microcopy: Your card is charged today. Cancel anytime before shipment.
Cart notice:
One or more items are pre‑orders. Estimated ship: Mar 18–25. We’ll send updates by email/SMS.
Checkout checkbox text:
I understand this is a pre‑order with an estimated ship window (Mar 18–25) and agree to the pre‑order terms.
Order confirmation and release notifications
Order confirmation:
Subject: Thanks—your pre‑order is confirmed
Body: You ordered [Product, Variant]. Estimated ship: Mar 18–25. We’ll notify you with any changes. Manage your order here: [link].
Release notification (charge-later or deposit):
Subject: Your pre‑order is ready—complete payment to ship
Body: Your [Product] is in stock. Complete payment within 72 hours to ship now: [secure payment link].
Delay and apology templates
Short delay (<7 days):
Subject: Updated ship window for your pre‑order
Body: We’re adjusting your ETA to Mar 22–27 due to transit delays. No action needed. Cancel anytime before shipment if plans change.
Longer delay:
Subject: Important: your pre‑order ETA has changed
Body: We’re sorry—your order now ships Apr 3–10. You can keep the order (we’ll upgrade to expedited shipping) or cancel for a full refund here: [link].
Customer service macros and self-serve guidance
Status check: Your order is locked in. Current ETA: Mar 18–25. You’ll get updates at each milestone.
Cancellation: You can cancel before shipment here: [portal link]. Refunds post in 3–5 business days.
Edit order: We can update size/color before allocation. Reply with your request and we’ll confirm availability.
For more practical templates and SOPs, browse our inventory management blog for deeper operational playbooks:
SEO and shopping feeds
Structured data: availability PreOrder and releaseDate
Add JSON-LD to your PDP so search engines understand the pre-order state:
Google Merchant Center settings and policies
In your product feed, set availability to “preorder” and include availability_date.
Ensure your PDP clearly states it is a pre-order and shows an ETA.
Ship within the stated window and keep feed attributes in sync with PDP content.
Indexing, canonicalization, and PDP UX considerations
Keep standard canonical tags; do not create duplicate pre-order URLs.
Avoid switching URLs when stock status changes; update content instead.
Maintain visible price, ETA, and pre-order badge above the fold.
Preserve reviews and Q&A to support conversion while you’re out of stock.
Analytics and optimization
Core KPIs (conversion, cancel rate, delay rate, chargebacks)
Track by variant and cohort:
Pre-order conversion rate
Cancel rate before ship
Delay incidence and average delay days
Chargebacks and dispute outcomes
Net margin after incentives and refunds
Actual vs planned ship date variance
Forecasting demand and setting inventory caps
Cap-setting approach:
Use historical sales velocity adjusted for seasonality and marketing lift.
Apply supplier MOQs and yield risk.
Set soft caps you can raise when POs firm up.
Quick forecast formula:
Expected demand (units) = Baseline daily sales × campaign days × uplift factor
Safe cap = Min(PO confirmed units − backorders, Expected demand × service level)
To support this workflow, try scenario planning and calculators inside our inventory planning tools.
If you sell across channels, consider keeping caps aligned with your demand plan. For multi-platform shops, try Verve AI WooCommerce inventory forecasting plugin can help standardize assumptions across catalogs:
A/B tests for pricing, deposits, and messaging
Test ideas:
Deposit percentage: 10% vs 25% vs 50%
CTA label: Pre‑Order Now vs Reserve Yours vs Ships [ETA]
ETA framing: Specific window vs month-only (“Ships in March”)
Incentives: Free expedited shipping vs small discount if delayed >7 days
Mixed-cart default: Split vs Hold-all
Success metrics: conversion, cancellations, CS contacts/order, time-to-ship variance.
B2B and wholesale pre-orders
POs and net terms
Accept purchase orders and confirm allocation against your incoming POs.
Use payment terms (e.g., Net 30) and bill on shipment or milestone.
Price lists and MOQ handling
Assign company-specific price lists and tiered breaks.
Set MOQs per variant and enforce via order forms.
Account-based communication
Provide account portals with PO status, ETAs, and ASN tracking.
Send milestone emails tied to production and allocation events.
Troubleshooting
Pre-order button not showing
Check theme app embeds and app block placement.
Confirm product/variant tags, status (Active), and sales channels.
Ensure inventory policy allows overselling when appropriate.
Orders charging incorrectly
Verify app charge settings and gateway capture mode.
Check if charge-later exceeded authorization window.
Review draft order workflows for deposit/balance logic.
Mixed-cart issues
Confirm shipping profiles and rates for split shipments.
Test cart scripts/JS that set customer expectations.
Ensure your fulfillment app supports partial shipments.
Pre-orders missing in reports
Tag pre-orders on order creation (e.g., “PREORDER”).
Build saved reports filtered by tag and variant.
Reconcile pre-order cohorts by created date and ETA window.
Soft CTA: If you’re unsure how much to cap or when to promise delivery, start with a small pilot (one variant, narrow ETA), monitor cancel/delay rates weekly, and adjust your caps and buffers before scaling.
FAQs
Can Shopify charge customers later for pre-orders and what are the limitations?
You can capture payment later only within your gateway’s authorization window. If your release date is beyond that window, the authorization expires and you cannot capture. For longer lead times, use full charge or a deposit, or send a payment link when stock arrives.
How do I show an estimated ship or release date on the product page and in emails?
Store the ETA in a metafield and surface it on PDP near the CTA, in the cart, and in email templates. Use a date window (e.g., Mar 18–25) and update it if delays occur.
Can customers buy in-stock and pre-order items in one order, and how is shipping handled?
Yes. Define a rule: split shipments (ship in-stock now) or hold all items until the pre-order is ready. Communicate the rule in the cart and confirmation email, and ensure your shipping rates don’t double-charge for splits.
How do I cap pre-orders per variant or per customer?
Use your pre-order app’s per-variant limit feature and optionally a per-customer limit. Base caps on confirmed inbound units, expected demand, and a risk buffer.
What happens to payment authorizations if my release date slips?
If you are relying on delayed capture and the authorization expires, you cannot capture funds. Notify customers and send a payment link or convert to full charge with consent. For full-charge orders, offer cancellations or incentives if delays extend.
How do pre-orders work with Google Shopping and structured data?
Set availability to “preorder” and include availability_date in your feed. Add schema.org markup with Offer availability as PreOrder and consider releaseDate on the Product.
How do I cancel or edit a pre-order and process partial or full refunds?
Enable self-serve cancellations where possible. Otherwise, cancel or edit the order in admin. Use partial refunds for partial cancellations and communicate timelines for funds to return to the customer.
How do I turn off pre-orders when inventory is available again?
Disable the pre-order flag at the variant level or remove the pre-order tag. Switch the PDP button back to Add to Cart and remove pre-order notices. If oversold, pause pre-orders and update ETAs for pending orders.