Retailers usually show their full product and variant range online. The real issue is how those variants are presented.

When a size, colour, or style is marked as “out of stock,” it creates a dead end—for both customers and search engines. Even when the retailer knows they can source that item from a supplier or another store, the product is still shown as unavailable.

That disconnect is where revenue is lost.

 

The Problem with Out of Stock Variants

Many Shopify stores display variants that are unavailable with messages like:

• Out of stock
• Notify me when available

While this seems accurate, it creates two problems:

• Customers assume the item cannot be purchased and leave.
• Search engines treat the product as unavailable, which can weaken SEO performance.

If this happens across a large portion of your catalogue—especially best sellers—you’re effectively reducing your visibility and turning away demand.

 

Why This Hurts SEO

Search engines favour pages that reflect purchasable products.

When variants are consistently marked as unavailable:

• Pages may be deprioritized or crawled less frequently.
• Your catalogue appears thinner than it actually is.
• You lose the ability to rank for high-intent searches tied to those variants.

In contrast, if those same products are marked as available (with clear fulfilment messaging), they remain valuable for both indexing and ranking.

 

The Smarter Approach: Pre-Order Instead of Out of Stock

If you know you can source a product, don’t show it as unavailable—show it as purchasable with a clear timeframe.

For example:
“Available for Click & Collect. Allow 7–10 business days.”

This simple shift does three things:

• Keeps the product “in stock” from an SEO perspective.
• Gives customers a clear path to purchase.
• Sets accurate expectations to avoid confusion.

Instead of a dead end, the customer now has a reason to continue.

 

Real-World Example

A retailer has a best-selling shoe with multiple sizes:

• Size 8: In stock
• Size 9: Out of stock (with “Notify me”)
• Size 10: Out of stock

In reality, sizes 9 and 10 can be sourced from a supplier within a week.

Instead of showing them as unavailable, the retailer could:

• Enable pre-order for those sizes
• Display: “Available in 7–10 business days”
• Allow Click & Collect or delivery

Now:

• Google sees those variants as available
• Customers can still buy
• The retailer captures demand instead of losing it

 

How to Implement This in Shopify

This approach can be implemented using a combination of Shopify settings, POS logic, and middleware like SAAS Integrator.

At a high level:

• Enable “continue selling when out of stock” in Shopify
• Use POS or middleware triggers to flag items as pre-order
• Add messaging such as fulfilment timeframes (e.g., 7–10 days)
• Ensure consistency across:
  • Product page
  • Cart
  • Order notifications

SAAS Integrator’s Click & Collect setup supports this by:

• Controlling availability messaging
• Supporting pre-order workflows
• Aligning store fulfilment with what customers see online

 

When Should You Use Pre-Order?

This strategy works best when:

• You can reliably source the product.
• It’s part of your core or best-selling range.
• You have consistent supplier lead times.
• Store teams can fulfil the order within a defined window.

It doesn’t need to apply to every product—but it should absolutely apply to the ones that drive demand.

 

Why This Matters for Omnichannel Retail

This isn’t just about ecommerce—it’s about connecting online demand with in-store fulfilment.

When customers see “Available in 7–10 days,” they are more likely to:

• Place an order online.
• Visit the store to follow up.
• Engage with staff (and potentially buy more).

This creates a stronger link between digital discovery and physical retail.

 

The Business Impact

Shifting from “out of stock” to “available on pre-order” can:

• Improve SEO visibility by keeping products indexable and purchasable.
• Increase conversion by removing dead ends.
• Expand your effective catalogue without increasing inventory.
• Turn supplier access into a revenue driver.

If you can get the stock, there’s a strong argument to sell it.

Because every “out of stock” label is potentially lost revenue, and every pre-order is an opportunity to capture it.

Turn out of stock variants into revenue:

Explore SAAS Integrator’s Shopify Click & Collect App →

 

FAQ

Should retailers show every low-stock product?

No. Retailers should display only the products and variants they can reliably fulfill or source within a clearly defined timeframe.

Does pre-order messaging help SEO?

Yes. Pre-order messaging helps maintain useful, indexable product pages instead of allowing them to become dead ends for customers and search engines.

What is the best way to phrase availability?

Use clear, simple language such as “Pre-order” or “Available in 7–10 business days” so customers understand when they can expect delivery.

What should retailers avoid?

Retailers should avoid vague stock messaging, empty product pages, and unclear availability information that leaves customers uncertain about their purchase.

 

Turn more searches into sales:

See How SAAS Integrator Click & Collect Works →

Install our Shopify Click & Collect app →