Handling backorders and pre-orders requires clear processes that protect both your cash flow and your customer relationships on UK online stores. When stock runs out or you sell items before they arrive, you must set expectations, configure your platform correctly and meet your legal duties.
This guide provides specific, practical steps for Shopify, WooCommerce and Magento users. It focuses on communication, platform settings, managing expectations and legal obligations so you can avoid complaints and build trust with buyers.
Understanding backorders versus pre-orders
A backorder occurs when a customer orders an item that is temporarily out of stock but you expect to restock it soon. The customer pays now and waits for dispatch. A pre-order is placed for goods that have not yet been manufactured, imported or released. Both create a delay between payment and delivery, but the risks and communication needs differ.
Backorders usually involve shorter waits and existing supply chains. Pre-orders can involve longer lead times and higher uncertainty. Decide which approach fits your product and cash-flow needs before enabling either on your store. For example, a clothing brand might backorder popular sizes while a gadget startup might pre-order the next production run from a factory in Asia.
Setting clear customer expectations
State delivery estimates prominently on the product page, in the cart and at checkout. Use specific language such as “Expected dispatch in 10–14 working days” rather than vague terms like “soon”. Update these dates whenever your supply situation changes.
Send an immediate order confirmation email that repeats the expected timeline and explains what will happen if the delay increases. Follow up with another email when the item is back in stock or ready to dispatch. This reduces “where is my order” enquiries and helps customers plan. Consider adding a banner on your homepage during busy periods to set site-wide expectations.
Platform settings for backorders and pre-orders
Shopify: In product settings, change inventory tracking to “Continue selling when out of stock” for backorders. Use apps such as Back in Stock or Pre-Order Manager to add custom labels like “Pre-order – ships in June” and to collect pre-order deposits if needed. Set up automated emails through Shopify Flow or a third-party app to notify customers of stock arrival.
WooCommerce: Install the WooCommerce Back In Stock Notifications plugin or use built-in low-stock settings. For pre-orders, plugins such as WooCommerce Pre-Orders allow you to define availability dates, charge the full amount or a deposit, and automatically change order status when the product launches. Edit the product page template to display clear messaging.
Magento: Use the native backorder functionality under Catalog > Inventory. For pre-orders, extensions from the Magento Marketplace let you create special product types with custom “available from” dates and separate order workflows. Always test the checkout flow to ensure customers see the correct information before they pay.
Whichever platform you use, disable automatic fulfilment for these orders so you can review them manually before dispatching.
Communication plans that reduce refunds
Prepare template messages for different stages: order confirmation, delay notification, dispatch and any unexpected problems. Keep tone factual and helpful. For example, if a factory delay pushes back a pre-order by three weeks, tell customers immediately, offer the option to cancel with a full refund, and explain why the delay occurred without making excuses.
Display a dedicated “Shipping & Delivery” page that explains your backorder and pre-order policy in plain English. Link to it from every product page that uses these methods. Consider adding a live chat message or FAQ section that answers common questions such as “Can I cancel my pre-order?” and “Do I pay shipping on backorders?”
Track common complaints in a simple spreadsheet. If many customers ask about the same issue, update your product descriptions or checkout messaging to address it before orders are placed.
Legal obligations for UK online retailers
UK law requires you to provide accurate information about delivery times before a customer is bound by the contract. If you give a specific date and then miss it, the customer can cancel the order and request a refund. Rules around consumer rights, distance selling and the Consumer Rights Act apply; these change from time to time so check the latest guidance on GOV.UK.
Clearly distinguish between backorders and pre-orders in your terms and conditions. State whether payment is taken in full at the time of order or whether a deposit is used. Include your refund and cancellation policy for delayed items. If you sell to consumers, you must respect the 14-day cooling-off period that begins when goods arrive, not when they were ordered.
Businesses must also comply with advertising standards when promoting pre-order items. Do not imply stock is available if it is not. VAT, import duties and other fiscal obligations may apply depending on where goods are sourced; always verify current requirements with HMRC and the platform’s latest terms.
Practical steps to implement today
- Audit every product page and update descriptions to show accurate availability. Remove any “in stock” labels from items on backorder or pre-order.
- Choose and install one platform-specific app or extension that matches your chosen method. Test it with a dummy product and a test customer account.
- Write and upload your backorder and pre-order policy to a new page on your site. Link to it in the footer and on relevant product pages.
- Set up at least three automated emails: confirmation, delay alert (if applicable) and dispatch notice. Personalise where possible using the customer’s name and order number.
- Decide on a maximum acceptable delay for each product type. If that time is exceeded, automatically cancel the order and issue refunds to protect your reputation.
- Review your checkout process to ensure no misleading statements appear. Ask a friend to place a test order and give honest feedback.
Document the entire process in a simple operations guide so that anyone helping with fulfilment understands the rules.
Common pitfalls and how to avoid them
One frequent mistake is underestimating lead times from suppliers. Always add a safety margin when quoting dispatch dates. Another is failing to update customers when delays occur, which leads to negative feedback and chargebacks.
Avoid taking payment for pre-orders too far in advance without clear agreements on what happens if the product is never released. Some sellers limit pre-order quantities to match confirmed production runs, reducing risk.
Monitor stock levels daily rather than weekly. Use low-stock alerts to trigger reordering before the backorder queue grows too long. Finally, separate backordered and pre-ordered items from standard orders in your warehouse or fulfilment software so they are not accidentally dispatched without stock.
Frequently asked questions
Can I charge customers in full when they place a pre-order?
Yes, you can take full payment at the time of order, but you must clearly state this on the product page and in your terms. Many UK stores offer the choice of a deposit instead. Whichever route you choose, keep customers updated and allow them to cancel if delivery dates change significantly. Always check current platform rules and GOV.UK guidance.
How long can I legally keep a customer waiting on a backorder?
UK consumer law expects you to deliver within the time you promised or within a reasonable time if none was stated. If you cannot meet the original date you must inform the customer and offer the chance to cancel. There is no fixed legal maximum; it depends on what was communicated. Review the latest Consumer Rights Act information on GOV.UK for your specific situation.
Should I use a separate app for backorders on Shopify?
Shopify’s built-in “continue selling when out of stock” option handles basic backorders, but dedicated apps give better customer messaging, automated emails and reporting. Choose an app that matches the volume and complexity of your orders. Test thoroughly before going live to ensure the customer sees clear information at every stage.
Do I need to display specific delivery dates for pre-order items?
Yes. UK regulations require clear and accurate information about when goods will be dispatched or delivered. Vague statements can lead to complaints and refunds. Update dates promptly if your supply situation changes and keep records of what was communicated to each customer.
What should I do if a pre-order is delayed by several weeks?
Contact every affected customer as soon as possible, explain the new expected date, and give them the option to cancel for a full refund. Many will wait if you are transparent. Document all communications. If cancellations rise sharply, reconsider future pre-order quantities or suppliers.
Related reading: Creating a self-service returns portal for UK customers, Leveraging social proof effectively on UK e-commerce websites, Adding progress indicators to multi-step UK checkouts. Browse all e-commerce setup guides or apply to Loomworks.