Advertising a product before it exists lets you measure demand, build a list of interested people and fund the launch. But it demands honesty about timing, clarity in conditions and good management of expectations. Pre-orders and waiting lists are powerful, and fragile, ways to validate an idea.
The essentials in a definition
Pre-orders and waiting lists let you advertise products that do not exist yet or are out of stock, measuring demand before producing. They require transparency on timelines, prices and conditions, in line with the Unfair Commercial Practices Directive and the Consumer Rights Directive, and care with Merchant Center rules on availability.
What they are and what they are for
On a waiting list, the person leaves their contact to be told when the product is available. In a pre-order, they buy or reserve in advance. Both measure real demand, before producing at scale, and create an audience that has already shown interest.
Ads serve to reach the right people and measure the cost per interested person.
How to communicate
Say clearly that the product is not yet available, when delivery is expected and what happens if there are delays. Explain payment and refund conditions. Show what exists (prototype, faithful images, examples) without promising features that may not be confirmed. Trust is the main asset.
Comply with consumer-protection rules.
Advertising what does not yet exist
- Say clearly the status and timing
- Measure cost per sign-up and later conversion
- Define the demand threshold before producing
- Keep the list informed honestly
Measuring demand
Track cost per list sign-up, conversion rate from list to purchase, value of pre-orders and frequent questions. Compare messages, prices and offers. Define beforehand a demand threshold that justifies production. Qualify the interested with a few questions.
Keep regular contact with the list.
Whoever pre-sells sells promises; they should be ones that can be kept.
Managing expectations
Update subscribers on progress, honestly. If there are delays or changes, communicate early. Offer easy refunds. Use feedback to improve the product. When you launch, give priority to those who waited. Keep the history for future launches.
A broken promise costs more than a sale won.
Decision table
| Element | Good practice | Risk |
|---|---|---|
| Delivery date | Realistic, honest estimate | Deadlines that are not met |
| Payment | Clear conditions (deposit, total, refund) | Charging without explaining |
| Communication | Regular updates | Silence after purchase |
| Waiting list | Clear consent and purpose | Using contacts for other purposes |
Common mistakes to avoid
- Promising dates without control of production. It generates cancellations and complaints.
- Hiding that it is a pre-order. It is misleading and harms trust.
- Not providing for refunds. The consumer must know how to withdraw.
How to measure the result
Track sign-ups, cost per sign-up, list-to-purchase conversion, cancellations and complaints about timelines.
Limits and exceptions
Rules on pre-orders and timelines vary by country and sector, and this content is informational, not legal advice. Demand measured on a waiting list does not always convert into purchases. Avoid commitments production cannot meet.
Illustrative example
Illustrative example: an accessories brand launches a waiting list with ads and a simple form, with clear consent. It measures sign-ups and cost per sign-up before producing. With demand confirmed, it opens pre-orders with a realistic estimated date, a visible refund policy and email updates.
In practice: checkpoints
Set the estimated date conservatively, update customers at a regular rhythm and keep refund terms easy to find. Track waiting-list sign-ups, conversion to purchase and cancellations to judge real demand before committing to production.
Frequently asked questions
Can I charge before I have the product?
In a pre-order, yes, with clear conditions and consumer protection. Check the rules.
How do I measure whether there is demand?
By cost per sign-up and conversion to purchase.
What if there are delays?
Communicate early and offer easy refunds.
How do I indicate availability in the feed?
According to the Merchant Center specification, using the pre-order status and the appropriate date.
Can I accept full advance payment?
You can, but inform conditions, timelines and consumer rights, and confirm applicable legislation.
In pre-orders, be clear about product status, realistic timelines, payment and refund conditions, and use the waiting list to measure demand before producing.
Sources and recommended reading
- Unfair Commercial Practices Directive (2005/29/EC)
- Consumer Rights Directive (2011/83/EU)
- Merchant Center: product data specification
Last editorial review: October 2026. Informational content; always confirm current conditions in the official sources before deciding.