Preorders convert "out of stock" into "shop now, ships later." Use when lead times exceed demand spikes, cash flow is tight, or limited-run items will sell out. Success hinges on clear ship windows and transparency.
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Here's a scenario every ecommerce operator dreads: You forecast 2,000 units for Q4, but actual demand hits 3,500. Option 1: Miss 1,500 sales and watch customers buy from competitors. Option 2: Emergency air freight at 8x the cost, destroying your margins. Option 3: Activate preorders, capture the demand now, and ship when your next container arrives.
Preorders are the ultimate stockout prevention tool—and increasingly, a competitive advantage. According to Shopify's 2024 merchant data, stores using preorders during Q4 captured an additional 12-18% revenue that would have been lost to stockouts, with minimal customer friction when executed properly.
In this guide, I'll show you exactly when preorders make sense (and when they don't), how to calculate ROI so you're not leaving money on the table, what to communicate to customers to maintain trust, and how to operationalize fulfillment. You'll also get the exact email templates, refund policies, and product page patterns that convert browsers into preorder buyers. This is part of our complete Holiday Demand Forecast Template and Stockout Prevention system.
What You'll Learn:
When to Use Preorders (vs. Waitlists)
Quick Answer: Use preorders when you know inventory is coming and want to capture revenue now. Use waitlists (back-in-stock alerts) when restock timing is uncertain. Preorders work best for high-value items (>$50), new launches, limited editions, or when lead times are tight but demand is strong. Avoid preorders for commodities where customers have many alternatives.
Preorders vs. Waitlists: Decision Framework
| Scenario | Use Preorders | Use Waitlists |
|---|---|---|
| Restock Timing | You know inventory arrives Dec 1-15 | Uncertain when/if you'll restock |
| Product Type | High-value, unique, exclusive items | Commodities, generic products |
| Customer Willingness | Customers will wait 2-8 weeks | Customers want it now or never |
| Inventory Confidence | 100% certain inventory is coming | Maybe you'll restock, maybe not |
| Cash Flow | Need revenue now to fund next order | Cash flow is fine, just want to capture interest |
| Competition | Product is unique, hard to substitute | 10 competitors sell the same thing |
When Preorders Make Perfect Sense
1. Limited Edition or New Launch
You're launching a new product or limited-run item. Demand is uncertain, you don't want to over-produce, but you also don't want to miss sales. Preorders validate demand before you commit to manufacturing costs.
Example: Sneaker drops, fashion collections, holiday-exclusive items, artist collaborations.
2. Supply Chain Delays
Your container is delayed 3 weeks. Rather than lose all those sales, you activate preorders with the updated ETA and capture revenue now.
Example: International shipments stuck in customs, port congestion, factory production delays.
3. Cash Flow Management
You need revenue now to fund the next production run. Preorders give you capital upfront (if you charge immediately) to pay suppliers.
Example: Small brands without big credit lines, seasonal businesses with lumpy cash flow.
4. High-Value Products
Products over $100 where customers are willing to wait because the item is worth it. They're making a considered purchase anyway.
Example: Electronics, furniture, premium apparel, jewelry, specialty equipment.
5. Known Sell-Out Products
Historical data shows this SKU sells out every year. Rather than disappoint customers, you let them preorder the next batch.
Example: Holiday bestsellers, seasonal items with predictable demand curves.
When to Avoid Preorders
Don't use preorders if:
- Commodity products: If customers can buy the exact same thing elsewhere today, they will. Preorders only work for differentiated products.
- Short wait times (: Just use back-in-stock alerts instead. Preorders feel like overkill for quick restocks.
- Long wait times (>8 weeks): Customers lose interest, refund rates spike, and you tie up their money too long. Cap at 6-8 weeks max.
- Uncertain delivery: If you're 50/50 on whether inventory will arrive, don't promise preorders. Use waitlists instead.
- Low-margin items: If margins are thin (
Test preorders with 1-2 products before rolling out broadly. Choose a high-value SKU with strong demand and clear ETA. Measure conversion rate (do people actually preorder?) and refund rate (do they cancel before ship?). If it works, expand. If not, stick with waitlists.
Calculate Your Preorder ROI
Quick Answer: Preorder ROI depends on uptake rate (% of visitors who preorder vs. would have purchased immediately), refund rate (% who cancel), and timing (cash flow benefit vs. processing costs). Use the calculator below to see if preorders are worth it for your product. Target: 50%+ uptake rate and
Before activating preorders, run the numbers. Not every product is worth the operational overhead. This calculator shows you the financial impact:
Understanding the Variables
Uptake Rate
What % of customers will preorder instead of bouncing? This is the make-or-break variable.
- 60-70%: High-value, unique products with loyal customers (realistic)
- 40-60%: Mid-tier products with decent differentiation
- 20-40%: Commodity-ish products or long wait times (marginal)
- : Don't bother—use waitlists instead
Test uptake rate by running preorders for 7 days and measuring: (Preorder Conversions ÷ Product Page Visits). If it's below 40%, preorders aren't working.
Refund Rate
What % of preorders cancel before shipping? Industry benchmarks:
- 3-5%: Excellent (clear communication, short wait)
- 5-10%: Average (acceptable)
- 10-20%: High (communication issues or wait too long)
- >20%: Broken system (fix messaging or abandon preorders)
Reduce refund rates with: weekly update emails, clear ship windows, countdown timers, and behind-the-scenes content.
ETA Days
How long until you ship? Sweet spot is 14-42 days. Under 14 days, just use back-in-stock alerts. Over 60 days, refund rates spike and customers forget why they bought.
Processing Fees
Stripe/Shopify Payments charge 2.9% + $0.30 per transaction. Refunds don't refund the fee, so you eat that cost. This erodes margins on high-refund scenarios.
Cash flow benefit is real but temporary. If you charge customers today for December shipments, you have that capital to work with—but you'll need inventory paid for and shipped by then. Don't spend preorder revenue on operations unless you have the supply chain locked down. Otherwise you're borrowing from future you.
🎯 Get Proven Preorder Copy Templates
Don't write customer communications from scratch. Our Back-in-Stock & Preorder Copy Swipes include battle-tested templates:
- ✓ Product page copy (3 urgency levels)
- ✓ Preorder confirmation emails
- ✓ Weekly update email templates
- ✓ Shipping notification copy
- ✓ Refund request response scripts
- ✓ FAQ answers for preorder questions
Instant download. Copy-paste ready. Proven to reduce refund rates.
Customer Communication Templates
Quick Answer: Transparency is everything. Communicate ship windows clearly on product pages, send immediate order confirmation, provide bi-weekly updates during wait period, and notify 48 hours before shipping. Use a conversational tone that acknowledges the wait and shows appreciation. Never go silent for more than 2 weeks.
Product Page Copy
The moment customers land on a preorder page, they need to know exactly what they're getting into.
Above the Button:
Button Text Options:
- "Pre-Order Now" (clear, direct)
- "Reserve Yours – Ships Dec 1-15" (includes timeline)
- "Order Now – Ships When Available" (softer angle)
Avoid: "Add to Cart" (confusing—is it available now?), "Backorder" (negative connotation), vague "Coming Soon" (when?).
FAQ Section (Include on Every Preorder Page):
- When will I be charged? "You'll be charged today. We'll ship your order between [date range]."
- Can I cancel? "Yes, you can request a full refund anytime before we ship. Email us at [email]."
- Will I get tracking? "Yes, we'll email tracking info as soon as your order ships."
- Why pre-order? "High demand. Pre-ordering guarantees you get one from the next batch."
Email Template: Order Confirmation (Immediate)
Email Template: Bi-Weekly Update
Send every 14 days during the wait period. Never go silent longer than 2 weeks.
Email Template: Shipping Notification
Handling Refund Requests
Some customers will change their minds. Make it easy and keep the relationship intact.
Response Template:
Pro move: Track refund reasons. If 40% cite "wait too long," shorten your ship windows or improve communication. If 30% cite "found it elsewhere," your product isn't differentiated enough—preorders won't work long-term.
Behind-the-scenes content reduces refund rates by 20-30%. Send photos from your factory, videos of products being packed, or team updates. This reminds customers what they're waiting for and builds emotional investment.
Legal Policies & Refund Rules
Quick Answer: FTC guidelines require you to ship within the timeframe advertised or offer refunds. State ship windows clearly (not vague "coming soon"), charge only when you can fulfill within 30 days or get explicit consent for longer, and make refunds easy until you ship. Display cancellation policy on product page and checkout. CYA with clear terms.
FTC Mail Order Rule (US)
If you're selling to US customers, you must comply with the FTC's Mail Order Rule. Key requirements:
1. Ship When Promised
You must ship by the date you stated (or within 30 days if no date stated). If you can't, you must:
- Notify customers of the delay
- Give them option to cancel for full refund
- Get explicit consent to the new date
2. State Timeframes Clearly
On product pages and checkout, show ship windows: "Ships December 1-15, 2025" (good) vs. "Ships soon" (bad, not specific enough).
3. Process Refunds Promptly
If customer requests refund before shipping, process within 7 days. Don't make them wait.
Learn more: FTC Mail Order Rule official page.
Refund Policy Template
Display this on your preorder product pages and link from checkout:
When to Charge: Now vs. At Shipping
You have two options for when to charge customers:
Option 1: Charge Immediately (Recommended)
Pros:
- Cash flow benefit (you have their money now to fund production)
- Higher commitment (people who pay are less likely to cancel)
- Simpler operations (no need to re-charge at shipping)
Cons:
- Higher refund rate (people change their minds during wait)
- Customer perception: feels like more commitment upfront
- Payment processor holds your money if refund rate is high (>15%)
Option 2: Authorize Now, Charge at Shipping
Pros:
- Lower refund rate (less commitment = fewer cancellations)
- Customer-friendly (they're not out the money while waiting)
- Avoids FTC issues if you can't ship within 30 days
Cons:
- No cash flow benefit
- More complex operations (you have to capture payments at shipping)
- Risk of failed payments at capture (expired cards, insufficient funds)
Recommendation: Charge immediately for wait times 30 days (FTC requires this unless you get explicit consent). For wait times 30-60 days, test both and see which has better completion rate.
International Considerations
If selling internationally:
- EU: Customers have 14-day cooling-off period to cancel after order (EU Consumer Rights Directive). You must refund within 14 days.
- UK: Similar to EU—14-day right to cancel (Consumer Contracts Regulations).
- Canada: No federal preorder rules, but provincial consumer protection laws vary. Quebec is strictest.
- Australia: Must provide estimated delivery date and refund if you can't meet it (Australian Consumer Law).
Consult a lawyer if you're doing serious international volume. This isn't legal advice—just common patterns.
Never charge customers for preorders if you're uncertain about inventory arrival. FTC can fine you for deceptive practices. Only activate preorders when you have confirmed production dates and shipping contracts. If there's >20% chance inventory won't arrive, use waitlists instead.
Product Page Optimization for Preorders
Quick Answer: Make preorder button visually distinct (different color), show countdown timer or ship date prominently, add trust badges ("100% refundable until ship"), include social proof ("523 people pre-ordered"), and write FAQs addressing concerns. Test offering a small discount (5-10% off) for preorders vs. regular price.
CRO Patterns That Work
1. Visual Differentiation
Make it obvious this is a preorder, not immediate shipping:
- Button color: Different from your normal "Add to Cart" (e.g., if Add to Cart is green, make Preorder blue or orange)
- Button text: "Pre-Order – Ships Dec 1-15" (includes timeline)
- Badge: Add "PRE-ORDER" badge to product image
- Banner: Above product title: "🔥 Pre-Order Now – Limited Next Batch"
2. Countdown Timer
Show days until shipment:
This sets expectations and creates anticipation. Update weekly as ship date approaches.
3. Social Proof
Show how many people have pre-ordered:
- "✅ 523 people have pre-ordered – join them!"
- "🔥 Pre-orders close in 48 hours or when we hit 1,000 units"
- "Only 127 spots left in this batch"
Test this with live counters (apps like FOMO, Provely). If numbers are low (
4. Trust Badges
Reduce risk perception:
- "💯 100% Refundable Until We Ship"
- "📧 Weekly Email Updates on Your Order"
- "✅ Guaranteed Delivery Before [Holiday/Date]"
- "🔒 Secure Payment via [Stripe/Shopify Payments]"
5. Why Pre-Order Section
Explain the value proposition:
Pricing Strategy: Discount or Not?
Should you offer a preorder discount?
Case for discount (5-10% off):
- Offsets customer frustration of waiting
- Increases conversion rate 40-60%
- Rewards early commitment
Case against:
- Erodes margin unnecessarily if demand is strong anyway
- Trains customers to always wait for discounts
- Full-price customers who buy at general release might feel cheated
Recommendation: Test both. Start without discount. If conversion rate is
Mobile Optimization
60%+ of traffic is mobile. Ensure:
- Ship date is above the fold (don't make them scroll to see "when")
- Preorder button is at least 44px tall
- FAQ is collapsible accordion (not wall of text)
- Countdown timer is responsive (doesn't break layout on small screens)
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- ✓ Demand forecast template with seasonality
- ✓ Safety stock calculator (prevent stockouts)
- ✓ Preorder ROI calculator (built-in)
- ✓ Vendor SLA templates
- ✓ Weekly replan meeting agendas
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Fulfillment Workflow & Batching
Quick Answer: Ship preorders in batches: first batch = early preorders + VIPs, second batch = remaining preorders, third batch = general release. Set cutoff dates (e.g., "Pre-order by Nov 15 for first batch"). Use order tags in Shopify to track preorders vs. regular orders. Notify customers 48 hours before shipping and again when tracking is available.
Batch Fulfillment Strategy
Don't try to ship all preorders on the same day. Batch them for operational sanity:
Batch 1 (Day 0-2): Early preorders + VIP customers
- Ship first 100-200 orders
- Reward early commitment
- Get feedback before shipping to everyone (catch any product issues)
Batch 2 (Day 3-5): Remaining preorders
- Ship bulk of preorders
- Spread over 2-3 days to avoid warehouse bottleneck
Batch 3 (Day 6+): General release
- Open to everyone (no preorder required)
- Regular add-to-cart flow
Communicate batch schedule on product page:
Operational Checklist
Pre-Launch (T-4 Weeks):
- ☐ Create preorder product variant in Shopify (or separate SKU)
- ☐ Set inventory to "Continue selling when out of stock" (allows overselling)
- ☐ Install preorder app or customize buy button
- ☐ Write product page copy with ship dates and FAQ
- ☐ Set up auto-confirmation email template
- ☐ Tag orders with "Preorder-Batch1", "Preorder-Batch2" for tracking
- ☐ Brief CS team on refund policy and timeline
During Preorder Period:
- ☐ Send bi-weekly update emails (every 14 days)
- ☐ Monitor refund rate weekly (if >10%, investigate why)
- ☐ Track preorder count vs. confirmed inventory
- ☐ Stop taking preorders if demand exceeds supply by >20% (don't oversell)
T-48 Hours Before Shipping:
- ☐ Send "ships tomorrow" email to Batch 1
- ☐ Pull preorder list from Shopify (Orders → Filter by tag "Preorder-Batch1")
- ☐ Generate pick lists for warehouse
- ☐ Double-check inventory quantities
- ☐ Prep shipping labels
Shipping Day:
- ☐ Process Batch 1 orders (100-200 units)
- ☐ Upload tracking numbers to Shopify
- ☐ Trigger shipping confirmation emails automatically
- ☐ Monitor for any fulfillment issues
Post-Fulfillment:
- ☐ Email Batch 2 customers: "Your order ships in 2-3 days"
- ☐ Measure: fulfillment time, customer satisfaction, refund rate post-receipt
- ☐ Document lessons learned for next preorder cycle
Shopify Configuration
If you're on Shopify, here's how to set it up technically:
Method 1: Separate Product Variant
- Create product variant: "[Product Name] - Pre-Order (Ships Dec 1-15)"
- Set inventory policy: "Continue selling when out of stock"
- Add metafield or tag: "preorder" for filtering orders
- Customize button text with app (e.g., Globo, Pre-Order Manager)
Method 2: Use Preorder App
- Apps like "Pre-Order Manager," "Purple Dot," or "Sufio" automate this
- They add preorder button, auto-tag orders, and handle email flows
- Cost: $10-40/month
- Worth it if you run preorders frequently
Partial Shipments & Backorders
What if someone preorders 5 units but you only receive 3?
Option 1: Ship Partial
- Ship 3 now, 2 later when next batch arrives
- Email customer: "Good news—first 3 units shipping today! Remaining 2 units ship [date]."
- Only charge for what shipped (or refund difference)
Option 2: Hold Full Order
- Wait until you can fulfill entire order
- Email customer with updated ETA and offer partial refund or cancel option
- Better customer experience (one shipment vs. two)
Recommendation: Let customer choose. In confirmation email, ask: "If we receive partial inventory, would you prefer partial shipment or wait for full order?"
Add 10-15% buffer to your preorder cap. If you confirm 1,000 units from supplier, only take 850-900 preorders. This protects against: (1) quality issues (some units fail inspection), (2) shipping damage, (3) last-minute supplier shortfalls. Better to have slight surplus than to short customers.
Frequently Asked Questions
What's the ideal wait time for preorders—how long is too long?
Sweet spot is 2-6 weeks. Under 2 weeks, just use back-in-stock alerts (simpler). Over 8 weeks, refund rates spike (people forget, change their minds, or find alternatives). Maximum recommended: 8 weeks. Beyond that, customers lose interest and you face operational risks (payment method expirations, address changes). For 8+ week waits, consider authorize-now-charge-at-shipping model to reduce refund rates.
Should I charge customers immediately or at shipping?
Charge immediately for 30 day waits (FTC requires this unless you get explicit consent, and refund rates are lower). Test both for 30-60 day waits. Immediate charging gives you working capital but increases refunds by 5-10%. Authorize-at-shipping is customer-friendly but you risk failed payments (expired cards, insufficient funds) at capture—typically 3-5% failure rate.
How do I reduce preorder refund/cancellation rates?
Five tactics: (1) Send bi-weekly update emails (never go silent >2 weeks), (2) Share behind-the-scenes content (factory photos, packing videos), (3) Offer countdown timers on order status page, (4) Give customers something while they wait (early access to blog content, exclusive community, small gift with order), (5) Make ship window shorter (45-day wait has 2x refunds of 21-day wait). Target 15%, fix communication or shorten wait times.
Can I use preorders for products I don't have firm inventory confirmation on?
No—legally and ethically risky. FTC requires you ship within advertised timeframe or offer refunds. If there's >20% chance inventory won't arrive, use waitlists instead (captures interest without commitment). Only activate preorders when you have: (1) confirmed production schedule, (2) signed shipping contracts, (3) payment to supplier locked in. Exception: Kickstarter-style campaigns where customers understand high uncertainty—but that's crowdfunding, not preorders.
What's a good conversion rate for preorder product pages?
Target 40-60% of what your normal conversion rate would be. If you normally convert at 3%, preorders should convert at 1.2-1.8%. Factors: wait time (shorter = higher conversion), product differentiation (unique = higher), discount (10% off = 40-60% lift), and communication quality. Benchmark: 50%+ uptake rate means preorders are working.
How do I handle customers who ordered before price increases?
Honor the price they paid. If you charged them $50 for a preorder and later increase general release price to $60, they paid $50—honor it. Raising prices on existing preorders kills trust and may violate consumer protection laws. If you must adjust prices mid-campaign: (1) Only apply to new preorders placed after [date], (2) Email existing preorder customers: "Good news—you locked in the $50 price before we increased to $60," (3) Never retroactively charge more. Price decreases: optional to refund difference (nice gesture but not required).
Should I limit preorder quantities or take unlimited orders?
Always cap preorders at 90% of confirmed inventory. If supplier confirms 1,000 units, cap preorders at 900 (10% buffer for defects/damage). Don't take unlimited orders unless you have: (1) infinite production capacity (rare), (2) make-to-order model where you produce based on preorder count, (3) very long wait times (>12 weeks) where you can adjust production. For most: display "523/1000 pre-orders sold" to create scarcity and manage expectations. Close preorders at cap or 7 days before ship date (whichever comes first).
What happens if my supplier delays and I can't ship on time?
FTC requires you to: (1) Notify customers ASAP with new ship date, (2) Offer full refund option, (3) Get explicit consent to new timeline. Email template: "We're sorry—our shipment is delayed. New estimated ship date: [Date]. You can continue waiting or request full refund by replying to this email." Process refunds within 7 days if requested. Most customers (70-80%) will wait if delay is reasonable (4 weeks or multiple delays = expect 30-50% refund requests. Protect yourself: build 2-week buffer into ship windows (promise Dec 15, plan for Dec 1).
Can I offer preorders and regular inventory simultaneously?
Yes, but be clear about the difference. Common setup: "In Stock – Ships Today" (regular price $60) vs. "Pre-Order – Ships Dec 15" (discounted $54). Let customers choose: pay more for immediate gratification or save 10% by waiting. Use separate variants or products. Warning: if "in stock" inventory runs out quickly, customers might feel tricked into preordering when they thought they had immediate option. Best practice: sell through in-stock inventory first, then switch to preorders once depleted. Don't run simultaneously unless you have strong reason.
How do preorders affect my cash flow and taxes?
Cash flow: Immediate boost (you have customer money now), but remember you'll need to fulfill later (capital to buy inventory, ship, handle CS). Don't spend preorder revenue on unrelated expenses. Taxes: In most jurisdictions, preorders are "unearned revenue" (liability) until you ship. At shipping, it becomes "earned revenue" (income). Consult an accountant, but generally: record as deferred revenue on balance sheet until fulfillment, then recognize as income. For accrual accounting, this matters. For cash-basis, you're taxed when you receive payment (even if not shipped yet).
What's the difference between preorders, backorders, and reservations?
Preorders: Customer pays upfront (or authorizes payment) for product not yet available. You're capturing demand before inventory exists. Backorders: Customer pays for out-of-stock item that will restock soon (1-2 weeks). Faster than preorders, similar mechanics. Reservations: Customer "reserves" item without paying (like waitlist), you notify when available, they pay then. Use preorders for longer waits (3-8 weeks), backorders for short waits (
Do preorders work for digital products or services?
Yes, especially for: (1) Course launches ("Enroll now, starts Jan 15"), (2) Software betas ("Pre-order lifetime access before public launch"), (3) Event tickets ("Early bird pre-sale"), (4) Subscription boxes ("Pre-order December box"). Mechanics are same: charge upfront, deliver later, communicate timeline. Easier than physical products (no shipping/fulfillment logistics). Refund rates typically lower (10-30% lower) because there's no "will it arrive on time" risk. Still need clear communication about what they're getting and when.
Launch Preorders This Holiday Season
You now have the complete preorder playbook: when to use them, how to calculate ROI, what to communicate to customers, policies that keep you legally compliant, product page patterns that convert, and fulfillment workflows that scale. Preorders aren't right for every product, but when executed well, they're the ultimate stockout prevention tool—capturing demand without inventory risk.
Your implementation checklist:
- This week: Use the ROI calculator above to identify 1-2 products where preorders make sense
- Set ship windows: Confirm with suppliers—promise realistic dates with 2-week buffer
- Write copy: Use our templates for product page, emails, and policies
- Configure technically: Shopify variant or preorder app
- Launch small: Test with 1 product, measure uptake rate and refund rate
- Scale if successful: Expand to more SKUs once you prove the model works
Start with your hero product or a new launch where demand is uncertain. Test for 14-21 days. If uptake rate is >50% and refund rate is
Related Resources:
- Holiday Demand Forecast Template (2025) - Complete planning workflow
- How to Avoid Stockouts During Peak Season - Prevention playbook
- Best Back-in-Stock Alert Apps - Alternative to preorders
- Safety Stock Calculator - Prevent stockouts with better planning
💎 Get Professional Templates + Full System
Stop building from scratch. Get everything you need:
- Back-in-Stock & Preorder Copy Swipes ($9): 40+ email templates, product page copy, FAQ answers, refund scripts—all proven to reduce refund rates and boost conversions
- Holiday Inventory Toolkit ($19): Demand forecast, safety stock calculator, preorder ROI tool, vendor SLAs, weekly replan agendas, PLUS all the copy swipes
Instant download. Copy-paste ready. 30-day money-back guarantee. Used by 500+ ecommerce stores.
Units you'd stock out without preorders
% of customers willing to preorder (typically 50-70%)
% who cancel before ship date (typically 3-8%)
Days until preorder ships
Payment processor + platform fees
💰 Your Preorder ROI:
Net Incremental Revenue: $${netRevenue.toLocaleString('en-US', {minimumFractionDigits: 2, maximumFractionDigits: 2})}
${completedUnits} units recovered (${recoveryRate.toFixed(1)}% of stockout)
Revenue Breakdown:
- Preorder Signups: ${preorderUnits} units (${uptakeRate}% of ${unitsOOS} OOS units)
- Completed Orders: ${completedUnits} units (${refundRate}% refund rate)
- Gross Revenue: $${grossRevenue.toLocaleString('en-US', {minimumFractionDigits: 2, maximumFractionDigits: 2})}
- Processing Fees: -$${fees.toLocaleString('en-US', {minimumFractionDigits: 2, maximumFractionDigits: 2})} (${feeRate}%)
- Still Lost Revenue: $${lostRevenue.toLocaleString('en-US', {minimumFractionDigits: 2, maximumFractionDigits: 2})} (${unitsOOS - completedUnits} units)
Cash Flow Impact:
You'll collect $${grossRevenue.toLocaleString('en-US', {minimumFractionDigits: 2, maximumFractionDigits: 2})} immediately, with shipment ${etaDays} days from now. This cash can fund inventory for other SKUs or cover marketing costs.
📊 Recommendation:
`; if (recoveryRate >= 50) { outputHTML += `✓ Strong Case for Preorders: You're recovering ${recoveryRate.toFixed(1)}% of would-be lost sales. This is a solid strategy for this SKU. Make sure your ship window messaging is crystal clear.
`; } else if (recoveryRate >= 30) { outputHTML += `⚠ Moderate Recovery: ${recoveryRate.toFixed(1)}% recovery is okay but not amazing. Consider: (1) offering a 5-10% preorder discount to boost uptake, or (2) using back-in-stock alerts instead if customers prefer to wait.
`; } else { outputHTML += `✗ Low Recovery: Only ${recoveryRate.toFixed(1)}% recovery suggests customers aren't willing to wait ${etaDays} days. Better options: (1) expedite inventory (even if costly), (2) use waitlist alerts instead of preorders, or (3) find substitute products to recommend.
`; } outputHTML += `💡 Optimization Tips:
- Test a 5-10% discount for preorders to increase uptake rate
- Send bi-weekly email updates during wait period to reduce refunds
- Make ship window specific: "Ships Dec 1-15" beats "Ships in 6 weeks"
- Offer expedited shipping upgrades for customers who want it sooner
Need preorder copy that converts?
Our Back-in-Stock & Preorder Copy Swipes includes 40+ tested email/SMS templates, PDP copy, and FAQ responses. $9 instant download.
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