A preorder lets you sell before the stock arrives. It's a good way to test a new design, fund a production run, or take holiday orders early. It goes wrong when the ship date is vague or slips without warning, and a wave of refund requests follows. The setup is simple; the communication is where the work is.
Setup
For a basic preorder you don't need an app:
- Open the variant and make sure Track quantity is on, then tick Continue selling when out of stock. Shopify keeps taking orders when stock hits zero and goes negative.
- Change the button and product copy so nobody mistakes it for in-stock: "Preorder: ships week of March 10".
- Edit the order confirmation email to repeat the ship date. Shoppers forget, and a date in their inbox saves you support tickets.
- Tag preorder products so you can find their orders quickly when stock lands.
Our guide to continue selling when out of stock covers that setting in more detail, including how it interacts with your theme's sold-out labels.
Preorder or backorder?
They use the same setting but mean different things to the shopper. A preorder is planned: the product hasn't launched yet and everyone knows it. A backorder is unplanned: you ran out of something that was supposed to be in stock. The copy should match. "Preorder, ships March 10" sets an expectation; "Backordered, ships in about 2 weeks" is an apology. See backorder options for that case.
Deposit vs full charge
By default Shopify charges the full amount when the order is placed. That's simple and works for short waits.
For longer waits, a deposit feels fairer and lowers the barrier to commit. Preorder apps use Shopify's purchase options to take part of the payment now and charge the rest when the item ships. Preorder Now and Kaktus are two examples; compare current features on the Shopify App Store.
| Wait time | Typical approach |
|---|---|
| Up to 2 weeks | Full charge at order, no app needed |
| 2 to 6 weeks | Full charge with very clear dates, or a deposit |
| 6+ weeks or crowdfunding-style launch | Deposit or charge-at-ship through a preorder app |
Don't rely on authorizing a card now and capturing months later. Card authorizations expire, usually within about a week, so a long preorder needs a proper deposit or saved-payment flow.
Ship-date rules
In the US, the FTC's Mail, Internet, or Telephone Order Merchandise Rule applies to preorders. You need a reasonable basis for the ship date you state (or ship within 30 days if you state none). If you can't make it, you must tell the customer and give them the choice to accept the delay or cancel for a prompt refund. Other countries have similar rules, so check where your customers are.
Communicate launch delay
Delays happen: a supplier misses a date, a shipment sits in customs. What matters is how fast you tell people. Email preorder customers within 48 hours of learning about the delay. Give the new date, a one-line reason, and a clear way to cancel for a full refund.
A small goodwill gesture, such as a discount code for the next order, keeps most people waiting. Silence is what turns a delay into chargebacks.
Personalized preorders
Preorders work well for personalized products, such as a new ornament design taking names in October for December delivery. Our holiday personalization strategy covers timing for that kind of launch. Collect the personalization at checkout, not later by email. With Print It My Way, the customer types the name and picks a font with a live preview, and it's saved on the order as line-item properties. When stock arrives, every detail is already on the order.
Repeat the personalization in the confirmation email so customers can spot a typo before production. Our guide to showing line-item properties in confirmation emails shows how.
Also set a clear cancellation policy for personalized items; our personalization refund policy guide has wording you can adapt.
Print-on-demand and preorders
With print-on-demand, you don't need a preorder at all. The item is made after the order anyway, so "Continue selling" isn't required. What you need instead is honest production and shipping times on the product page. Our POD shipping times guide has realistic ranges.
Apps
Use the built-in setting plus clear copy for simple preorders. Add an app when you need deposits, partial payments, a preorder cap, or a separate preorder button that switches back to "Add to cart" automatically when stock arrives.
Frequently asked questions
How to set up preorder on Shopify?
Turn on Continue selling when out of stock for the variant, and change the product copy and confirmation email to show the ship date. Add a preorder app if you want deposits or a separate preorder button.
Preorder deposit or full charge?
Charge in full for short waits of a couple of weeks. For waits of six weeks or more, take a deposit through a preorder app, since card authorizations expire long before then.
Best preorder app for Shopify?
Preorder Now and Kaktus are two common choices for deposits and preorder buttons. Compare current features and reviews on the Shopify App Store before you choose.
How to communicate preorder ship date?
Put it on the product page, in the button text, in the confirmation email and on the order status page. Repeat it every time you contact the customer.
What if preorder delays?
Email customers within 48 hours with the new date and a clear option to cancel for a full refund. In the US, that choice is required under the FTC's mail order rule.
Preorder vs backorder?
A preorder is a planned sale before launch. A backorder is an unplanned sale after something that should be in stock runs out.
Preorder inventory tracking?
Keep Track quantity on and allow overselling. Stock goes negative, and the negative number tells you how many preorders to fulfill when stock arrives.
Cancel preorder: refund policy?
Let customers cancel for a full refund any time before the item ships. It makes people more willing to preorder in the first place.
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.dev: Product variant limits
- Shopify Help Center: Line item properties (customization)
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