When products are out of stock, merchants face a choice: should you take pre-orders, or set up back-in-stock alerts? Both strategies capture demand, but they work very differently. Here's how to decide.
Back-in-Stock Alerts: Capture Intent, Deliver Later
With back-in-stock alerts, customers subscribe to be notified when a product restocks. No money changes hands until the product is available.
Best for:
- Products with unpredictable restock timelines
- Seasonal items that will return
- Products you're still deciding whether to reorder
- Testing demand before committing to a reorder
Pre-Orders: Commit Now, Ship Later
Pre-orders let customers purchase immediately, with the understanding that the product will ship when available.
Best for:
- New product launches with confirmed production dates
- Limited editions you know you'll fulfill
- High-demand items with guaranteed restocks
The Key Differences
| Factor | Back-in-Stock | Pre-Orders |
|---|---|---|
| Customer payment | None until restock | Immediate or deposit |
| Risk to merchant | Low — no obligation | High — must fulfill |
| Customer friction | Very low (just email) | Higher (full checkout) |
| Data captured | Contact info + intent | Full order data |
| Refund risk | None | Potential chargebacks |
The Smart Strategy: Use Both
Many successful stores use both strategies simultaneously. Use pre-orders for products you're certain will restock on a known date, and back-in-stock alerts for everything else.
Back-in-stock alerts also serve as a valuable demand signal. If 500 people subscribe for a notification, that's strong evidence to reorder. If only 3 people subscribe, maybe it's time to discontinue.
Ready to try Stok?
Recover lost sales with automatic restock & price drop notifications
Install Free on ShopifyThe bottom line: back-in-stock alerts are lower risk, lower friction, and give you flexibility. Start there, and add pre-orders for products where it makes sense.
