Why “Out of Stock” Moments Are Critical for Customer Experience
In eCommerce, few things are more frustrating for a customer than finding the perfect product… only to discover it’s out of stock. At that moment, there are two possible scenarios: you lose the customer forever (they go to a competitor), or you manage to keep their attention and bring them back when the product is available again.
This isn’t just a technical issue—it’s a critical touchpoint in the customer journey. The way you communicate a product being unavailable speaks volumes about your brand:
- Are you transparent and informing customers promptly?
- Do you offer relevant alternatives?
- Do you make them feel valued by giving them first access when the item returns?
Why “Out of Stock” Can Be an Opportunity, Not a Problem
Many merchants see sold-out items as lost sales. But if you approach it strategically, it can turn into a marketing advantage:
- Collect emails or push notification opt-ins for future sales
- Direct customers to similar products and increase average order value
- Create a sense of exclusivity and scarcity that fuels faster purchases once the item is back
Real-World Example
A major sports shoe brand announced that a limited edition was sold out but offered a “Notify Me When Available” button plus a 10% discount for customers joining the waitlist. Result – upon restock, 70% of the inventory sold out within 24 hours, mostly to people from that list.
The truth is: out-of-stock products should never be “dead pages” in your store. They can work for you—if you know how.
Common Mistakes When Displaying Sold-Out Products
Completely Hiding Sold-Out Items
Some merchants simply remove unavailable products from their catalog. The problem?
- Customers searching for the product may think you no longer carry it.
- You lose the chance to notify them when it’s back.
- You miss the opportunity to use the page to recommend alternatives.
Better approach: Keep the product visible, clearly marked as temporarily unavailable, with an option to subscribe for restock notifications.
No Clear Out-of-Stock Indicator
If customers only discover the product is unavailable after trying to add it to their cart, it’s highly frustrating.
Better approach: Add a visible “Sold Out” label directly on product listings and on the product page.
No “Notify Me When Available” Option
Some customers are willing to wait—but without an easy notification option, the chances they return are slim.
Better approach: Include a “Notify Me” button with email, SMS, or push notification integration (especially if you have a mobile app).
Not Suggesting Alternatives
If a customer is on a sold-out product page and sees no other options, they’re likely to leave.
Better approach: Display similar items, other colors, or next-generation versions to keep them engaged.
Not Using FOMO (Fear of Missing Out)
Many stores fail to leverage scarcity to drive future demand.
Better approach: Add text such as “Due to high demand, this product sold out quickly. Join the waitlist to get first access when it’s back.”
A sold-out product doesn’t have to be a dead end—it’s a chance to collect leads, present alternatives, and deepen customer loyalty. With the right strategy, “Out of Stock” can actually drive more engagement and future sales.
Customer Retention Approaches
When a product is out of stock, your goal is simple: don’t let the customer forget about it or turn to the competition. Instead of losing the sale, use the situation to build anticipation and set the stage for a future purchase.
Here are some effective strategies:
1. Display Upcoming Restock Dates
If you know when the product will be back in stock, share this information. It helps customers plan their purchase and creates a sense of certainty.
Examples:
- “Expected restock: August 15”
- “Back in 7 days – reserve yours now!”
Bonus tip: combine this with a pre-order option.
2. “Notify Me When Available” Button
One of the best ways to keep interest alive is to give customers an easy way to receive a notification when the product is back in stock.
Notification options:
- Email alerts
- SMS alerts
- Push notifications (if you have a mobile app like BeyondCart)
Benefit: Not only do you keep the customer engaged, but you also collect valuable contacts for future marketing campaigns.
3. Alternative Suggestions & Cross-Selling
Never leave an out-of-stock product page “empty.” Instead, offer:
- Other color or size options
- Similar products in the same category
- A newer or upgraded version of the product
Example: If the sold-out T-shirt is a 2024 model, suggest the 2025 version with a similar style.
4. Leverage FOMO & Exclusivity
Sold-out status is natural proof of demand. Use it to create urgency:
- “This model sold out in less than 48 hours!”
- “Join the priority access list – get notified 24 hours before everyone else.”
5. Special Offers for Waitlist Members
Encourage customers to join the notification list by offering an exclusive discount or bonus when the product returns.
Example: “Sign up today and get 10% off when the product is back in stock.” Every “out of stock” moment is an opportunity to strengthen customer relationships. The key is to keep communication alive, maintain anticipation, and offer relevant alternatives until their favorite product returns.
UX & Design Tips for Out-of-Stock Product Pages
When a product is “out of stock,” the page’s design and functionality can determine whether the customer stays engaged with your brand or leaves your site. A good UX strategy here isn’t just about aesthetics – it’s key to holding attention and driving future sales.
1. Clear and Visible Out-of-Stock Indicator
- Use a contrasting color (e.g., red or orange) for the “Out of Stock” text.
- Don’t make customers guess – display the status as soon as they land on the page.
- Pro tip: Add an icon or graphic element that intuitively communicates the lack of availability (e.g., an empty cart, an “X” symbol).
2. Shift the Focus to the Next Action
When there’s no availability, the “Add to Cart” button should be replaced with another logical action:
- “Notify Me When Available”
- “Pre-Order” (if applicable)
- “View Similar Products”
This reduces frustration and immediately offers an alternative.
3. Integrate a Data Capture Form Directly on the Page
- Don’t send the customer to a separate page to sign up for notifications.
- The email or phone form should be visible, simple, and require minimal fields.
4. Show Style-Matching Alternatives
- Add a “You May Also Like” or “Similar Products” section below the product description.
- Include product images, prices, and quick-access links.
- Even if they’re not identical, they should be stylistically or functionally close.
5. Use a Countdown Timer
If you know when the next restock will happen, add a countdown timer.
- Psychologically, this encourages the customer to stay engaged and wait.
Example: “Back in: 5 days, 12 hours, 36 minutes.”
6. Mobile Optimization
- Remember, a large share of traffic comes from mobile devices.
- Ensure all buttons and forms are easy to tap.
- Text should be legible without pinch-zooming.
Bonus Idea: If you have a mobile app, add a CTA: “Download the app to get first access when it’s back in stock.” – this keeps the customer engaged and boosts app adoption.
Technical Implementation in Shopify
Shopify offers several ways to manage “out-of-stock” products — from built-in features to app integrations that automate the process and improve the customer experience. Here’s how you can apply the most important tactics from the previous sections:
1. Settings in the Shopify Admin Panel
Visibility of out-of-stock products:
In your collection settings, you can choose whether sold-out items appear at the bottom of the list or remain in their original position. It’s best to keep them visible but clearly marked as “Out of Stock.”
Inventory tracking:
In the product page in your admin panel, enable “Track quantity”. This automatically marks products as “Out of Stock” and prevents overselling — unless you choose to allow pre-orders.
2. Pre-Order Functionality
If you want customers to place orders even when a product isn’t in stock:
- You can enable this manually by unchecking “Stop selling when out of stock.”
- For better UX, use a pre-order app that also allows partial payments or deposits.
3. Back-in-Stock Notification Apps
The most effective way to inform customers when a product is restocked is via automated alerts. Popular Shopify apps for this include:
- Back in Stock: Restock Alerts – email and SMS notifications.
- Back in Stock by Appikon – push notifications, Klaviyo integration, and automated campaigns.
- Notify Me! – a lighter option with basic features.
Pro tip: Choose an app that integrates with your email marketing platform (e.g., Klaviyo) so you can run additional campaigns for those who sign up.
4. Automated Alternative Recommendations
Instead of manually adding alternative products, use AI-powered or dynamic recommendations:
- LimeSpot Personalizer
- Rebuy Personalization Engine
- Clerk.io
These tools analyze customer behavior and automatically suggest the most relevant alternatives.
5. Mobile App Integration (Push Notifications)
If you have a mobile app with BeyondCart or another provider, you can send push notifications when a product is back in stock. This is often more effective than email, as the message appears directly on the customer’s phone screen.
6. Countdown Timers & FOMO Elements
You can add them with:
- Hurrify
- Ultimate Countdown Timer
- Or directly in your theme via custom HTML/JavaScript.
Section Conclusion:
By combining the right Shopify settings with the right apps, you can turn an out-of-stock product page into an active marketing tool for collecting leads and driving future sales.
Marketing & Retargeting Strategies
Showing a customer that a product is out of stock is only the first step. The real value comes when you use this information to actively bring them back to your store at the exact moment they’re most likely to buy.
1. Email Marketing Campaigns
If a customer has signed up for a restock notification, use this opportunity not only to inform them that the product is available again, but also to create a sense of urgency.
Example email structure:
- Clear subject line: “[Product] is back in stock – grab it before it’s gone!”
- Product image
- Direct “Buy Now” button
- Light FOMO element: “Limited quantities – first 50 orders get free shipping.”
Pro tip: Combine your “back in stock” notifications with upsell suggestions (“You may also like…”).
2. Push Notifications (Mobile App)
Push notifications have higher visibility than emails, as they appear directly on the customer’s phone screen.
- With BeyondCart, you can send instant alerts with a direct link to the product.
- You can segment your audience — e.g., only users who viewed the product in the last 30 days.
3. SMS Marketing
SMS is great for quick messages and works especially well for FOMO-driven campaigns.
Example:
“[Brand] – Your favorite item is back in stock. Buy here: [link] – limited quantities available!”
4. Retargeting Ads
Target users who viewed a specific product but didn’t purchase:
- Facebook/Instagram Ads: dynamic ads showing that the item is back in stock.
- Google Display Ads: banners with the product following the customer across the web.
Pro tip: Add phrases like “Back in stock!” or “Available again – limited quantity” in the ad copy.
5. Priority Access List
Create a VIP feel by offering people on your waiting list early access — 24 hours before the official restock.
- This can be done via a special link or unique code.
- Encourages sign-ups for future campaigns and boosts loyalty.
6. Social Media Integration
When a popular product is restocked, announce it on Instagram, Facebook, or TikTok.
- Show real-life (UGC) footage of the product in use.
- Use Stories with a “Swipe up” or link sticker to send traffic directly to the product page.
Key takeaway:
The “out of stock” moment is not the end of the sale — it’s the start of a second wave of interest. You can manage it through a smart mix of emails, push notifications, retargeting ads, and social media engagement.
Real Store Examples
1. Fashion Days – Dynamic Notifications + Recommendations
When a product goes out of stock, Fashion Days adds a “Notify Me” button that connects directly to their email system. Upon restock, the customer receives not only a link to the desired product but also 3–4 similar items in the same email. This increases the chance of purchase even if the original item sells out again.
2. Nike – Mobile App & Exclusive Access
Nike uses its mobile app to give loyal customers early access when popular models return. Notifications are sent first to users in their “members” program, creating a VIP feel and encouraging more app downloads.
3. Sephora – Personalized Push Notifications
When a cosmetic product is unavailable, Sephora offers push notifications but doesn’t stop there — they use purchase history data to suggest alternatives in the same price range and brand. This minimizes customer loss.
4. H&M – Countdown Timers & Social Media
H&M often promotes restocked items using a countdown timer on the product page while simultaneously posting Instagram Stories with a direct link. This dual approach combines the FOMO effect with the broad reach of social platforms.
5. Small Bulgarian Brands – Automation via Shopify Apps
Bulgarian online stores selling handmade products (such as jewelry and limited-edition clothing) often use “Back in Stock” apps combined with Klaviyo to run automated campaigns. This allows them to maintain contact with customers without spending time on manual communication.
Conclusion:
Whether you’re a large international brand or a small Bulgarian business, managing “Out of Stock” moments effectively can become a powerful marketing tool that not only saves but also boosts sales.
As an official Shopify Partner, Grind helps merchants turn these challenges into growth opportunities with smart retention strategies and customer communication. And with BeyondCart, you can take it even further — using push notifications, waitlists, and personalized offers inside your branded mobile app to keep customers engaged until their favorite products are back in stock.
