"Continue selling when out of stock" is a single checkbox on each Shopify variant. Turn it on and customers can keep ordering after the stock count hits zero. That is exactly what made-to-order and print-on-demand shops need, and exactly what a store with real, limited stock should avoid. The setting itself takes seconds. The part that takes thought is telling customers when their order will actually ship.
Who should use it
| Store type | Turn it on? | Why |
|---|---|---|
| Print-on-demand (Printful, Printify, Gelato) | Yes, for all variants | Items are printed after the order, so there is no stock to run out |
| Made to order (engraving, embroidery, baking) | Yes | You make each item after purchase within a known lead time |
| Preorders for a product launch | Yes, with clear dates | Customers buy now, you ship on a set date |
| Fixed, limited stock (vintage, one-offs) | No | You can't make more, so overselling means refunds |
| Resold stock with uncertain restocks | Usually no | Orders sit unfilled with no date to give the customer |
Enable per variant
- Open the product and click the variant you want to change.
- In the Inventory section, make sure Track quantity is on.
- Tick Continue selling when out of stock.
- Save. Repeat for other variants, or use the bulk editor to set it on many at once.
If you don't track quantity at all, Shopify never marks the variant as sold out, so the checkbox isn't needed. Many POD stores simply leave tracking off. Others keep it on so they can see unit counts in reports. Our guide to tracking inventory per variant explains the trade-off.
Communication
A customer who can order something that isn't on the shelf needs to know when it will arrive. Put the timing on the product page, near the add-to-cart button, in plain words:
- Made to order: "Made for you after you order. Ships in 3 to 5 business days."
- Preorder: "Preorder. Ships the week of November 15."
- Personalized POD: "Printed with your name after checkout. Production 2 to 4 business days, then shipping."
Use your real lead times, and pad them a little during holidays. If you offer a faster option, a paid rush field works well; see how to add a rush delivery option.
Order confirmation email
Repeat the production or preorder timing in the order confirmation. Customers rarely reread the product page after buying, but they do open the confirmation. You can edit the template under Settings, Notifications. A short line such as "Your order is made to order and ships within 5 business days" heads off most "where's my order?" emails before they start.
For personalized items, it also helps to show what the customer entered. Print It My Way saves each personalization (name, font, photo) as line-item properties on the order, so the details can appear in the confirmation and on the packing slip.
Not the same as backorder
The checkbox is the same, but the situation is different:
- Continue selling (planned): you make or source each item after the order, and you know the lead time.
- Backorder (unplanned): you sold more than you had, and you're waiting on a restock with no firm date.
Planned is fine. Unplanned overselling is where refunds and bad reviews come from. If you sell real stock, leave the checkbox off and let sold-out sizes show as unavailable; our post on hiding sold-out variants covers the display options.
Common mistakes
- Turning it on store-wide by accident through a bulk edit, including products with fixed stock.
- No timing on the page. The order goes through, the customer expects next-day shipping, and you get a chargeback.
- Feeds that say "in stock" for preorders. If you sell through Google Shopping, make sure availability is reported correctly; our Google Shopping variant feed guide walks through it.
- Forgetting POD partner limits. If your partner discontinues a color, continue selling will keep taking orders for it. Check partner stock alerts. Setup notes for each partner are in our POD integration help.
Frequently asked questions
How to enable continue selling on Shopify?
Open the variant, make sure Track quantity is on in the Inventory section, and tick Continue selling when out of stock. Save, and repeat or bulk edit for other variants.
Continue selling for POD products?
Yes. Print-on-demand items are made after the order, so turn it on for every POD variant or leave quantity tracking off entirely. Watch for colors your partner discontinues.
Preorder vs continue selling?
A preorder is for a product that isn't released yet and ships on a set date. Continue selling is the general setting that allows orders at zero stock, which preorders and made-to-order items both rely on.
How to communicate MTO timing?
Put the lead time on the product page near the add-to-cart button and repeat it in the order confirmation email. Use real numbers, such as "ships in 3 to 5 business days".
Does continue selling affect Google Shopping?
It can, because your feed reports availability for each variant. Make sure preorder items are marked as preorder and made-to-order items show an accurate status.
How to charge preorder customer?
By default Shopify charges the full amount at checkout. Preorder apps can add deposits or charge later if you need that.
Backorder vs continue selling?
A backorder means you oversold and are waiting on a restock with no firm date. Continue selling for made-to-order items is planned, with a known lead time.
Best preorder app for Shopify?
Many stores need no app: the native continue selling setting plus clear shipping copy covers simple preorders. Look at a dedicated preorder app if you need deposits, separate preorder buttons or automatic release dates.
Related reading
Sources & further reading
Primary sources referenced in this article. We link to official platform documentation and standards bodies rather than secondary summaries so you can verify claims directly.
- Shopify Help Center: Product variants
- Shopify Help Center: Line item properties (customization)
- Shopify.dev: Theme app extensions (how storefront apps render)
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