Pre-orders on a website: sell before you stock

A bakery in Yerevan that bakes 200 New Year cakes "just in case" either sells out by noon or throws away half. A shop importing a new product line has to pay the supplier before knowing what will sell. A pre order website flips the order: customers reserve first, and you make or buy what is already sold.

Three models that look similar

Pick one per product. Mixing them on the same page confuses buyers.

When pre-orders work well in Armenia

• Holiday food. New Year, Easter gata and sweets, March 8 bouquets and cakes. Bakeries and confectioners are a classic case; see our bakery website article.
• Handmade goods. Ceramics, jewelry, carpets, clothing where each batch takes weeks.
• Imported products. Taking pre-orders before placing the order with a supplier abroad.
• Seasonal goods. Apricot jam in summer, winter clothing in autumn.
• Tickets and seats. Workshops, tastings, limited dinners.

Pre-orders work poorly for impulse purchases and very cheap items, where people do not want to wait.

What the product page must say

Clarity prevents disputes. Every pre-order page needs:

1. The ready date or delivery window: "Ready for pickup December 29 to 31."
2. Quantity limit, if there is one: "We take 80 orders."
3. What is paid now: full price or deposit amount in AMD.
4. When the rest is paid and how.
5. Pickup or delivery: addresses, delivery zones in Yerevan, fees.
6. Change and refund rules: until when the customer can cancel.
7. Photos of the actual product, or clearly marked as "previous batch".

Taking payment

You have three practical options:

• No online payment. The form or bot collects the order, and you confirm by message. Simple, but more no-shows.
• Payment link sent manually. After confirming, you send a link for a card or Idram payment. Our article on Idram payments explains the setup.
• Payment on the site. The customer pays at checkout. Best for larger volumes.

For custom or expensive items, take a deposit. For small items, full payment is cleaner.

Closing the pre-order

A pre-order needs an end. Set it by date or by quantity:

• The page shows "12 left" or "Orders close December 25".
• When the limit is reached, the button changes to "Join the waitlist for next batch".
• The waitlist collects contacts for the next round.

This creates honest urgency without fake countdown timers.

Communication after payment

Customers who paid and wait for weeks get nervous. Plan messages:

Telegram works well for this: messages are read, and customers can reply.

Pre-orders or a full store

If pre-orders are occasional (a few holidays a year), a landing page per campaign with a form and payment links is enough. If you sell many products with stock and pre-orders mixed, you need a store with product statuses. The trade-offs are similar to those in online store or catalog.

A campaign checklist

1. Decide the product, quantity limit and ready date.
2. Set deposit or full payment and refund rules.
3. Build the page with photos and terms.
4. Test the order form and payment link on a phone.
5. Announce in Instagram, Telegram channel and to past customers.
6. Close on date or quantity; switch to waitlist.
7. Send updates and the pickup reminder.

Cost at Kinto

More on the online store page.

Tell us what you want to pre-sell and when. Telegram: @kinto_am.