The Sold Out Product Dilemma: Turning Problem into Opportunity
Do you know what I admire most about Meghan Markle's lifestyle brand, As Ever?
She uses fast sell-outs to her advantage.
screenshots of Google search results related to As Ever’s launch and fast sell outs
And small, independent brands can learn a lot from her approach, no big budgets needed.
How?
Most Shopify store owners are missing a critical feedback loop that's hiding in plain sight! One of the most commonly asked questions I get is “How can I grow my email list?”
Well the answer might be to make an invitation to stay-in-touch with out of stock or unavailable products.
They tell you exactly what they want, and you build your list and communicate about your brand in the meantime.
An important conversation that builds brand trust, loyalty in the background.
Best of all, your brand is much more likely to make sales once the product is available.
Your customer clearly told you that they wanted it!
Did you listen and act?
As Ever website back in stock notification
The back-in-stock email sign-up isn't just a convenience feature—it's direct market research from customers who are ready to buy. Every click is someone raising their hand saying "I want this product."
As small business owners, we often lack the face-to-face customer interaction that comes from pop-ups, trade shows, or retail spaces.
This feature fills that gap, giving you real data about demand patterns and customer preferences.
The setup requires some technical work, either through Shopify apps or custom Klaviyo integration, but the ROI is worth the investment.
Your customers are already telling you what they want to buy.
The question is: are you listening?
Do you have a system to participate in the conversation?
As small business owners, we need to leverage all the tools available to us to retain customers and build loyalty.
Now let’s get into a real life, small brand example of how the Back-In-Stock feature is a relevant and powerful for both the business and the customer.
— In This Article —
Why Back-In-Stock is Important for the Store Owner
Think of this button as a secret conversation with your customers. It's not just a technical thing, it is a direct feedback loop telling you what customers are looking for and interested in. If you have very little real life interaction with your customers through pop-ups, shows, vendor events, trade shows or retail then this is an extremely relevant tool.
Your Customers Are Talking (Are You Listening?)
Every time someone clicks that "Notify Me" button, they're basically raising their hand and saying, "Hey, I really want this!" It's like free market research landing right in your lap. Which products are your site visitors waiting to buy? Which color or size is missing from your store?
These little clicks are gold nuggets of information.
Example of a Back-In-Stock alert pop-up on my site Welljourn.com
How To Use This Data to Buy Wisely
In my store Welljourn.com I use the Back-In-Stock to understand what products need to be restocked and to inform what new products I could add based on the trends I’m seeing. As an example in 2024 I had a lot of interest in products with Owl designs.
I added product listings for products my suppliers had available but that I wasn’t ready to order yet. The back-in-stock button told me exactly what was in demand - so I could make smarter buying decisions and essentially be sure I would turn over the new inventory fast with this waitlist of interested customers.
Back in stock set-up- screenshot from Klaviyo settings
Automate Your Way to Customer Love
Imagine creating a system where customers feel heard and valued without you having to get involved with a phone call or series of emails back and forth. When someone gets that simple "It's back!" email, they're not just being notified—they're feeling taken care of. And in the online world, that feeling is worth its weight in gold.
From the Customer's Perspective: The Magic of "Maybe Later"
Let's be real—we've all fallen in love with a product that's sold out. Before, that meant frustration. Now? It is simply a not right now.
The back-in-stock button is a "pause" button for shopping. Customers can say, "I see you, amazing product. I'll be waiting." It gives them breathing room to plan, to dream a little, and to know they won't miss out. It let’s them feel taken care of and heard by the brand.
Why This Matters for Small Business Owners
As a solopreneur, you're not just selling products. You're building relationships. This little feature does something powerful: it shows customers you're listening, you care, and you're committed to making them happy.
It's not about fancy corporate strategies. It's about creating a shopping experience that feels personal, responsive, and human.
The back-in-stock button isn't just a technical feature. It's a bridge between what your customers want and what you can provide. It turns missed opportunities into moments of connection.
How To Get Started: The Tech
If your store is on Shopify there are a few apps you can install for a simple Back-in-Stock set-up. This is my recommended path if tech overwhelms you. Most of the apps have a free plan with a cap on the number of back-in-stock emails that go out. Be sure to check the pricing terms and reviews before you install one. Also, create a back-up of your theme before adding any new apps - these do insert code and having a clean version is a best practice.
If Klavyio is your ESP (Email Service Provider) my preferred method is to have a technical expert add the Back-in-Stock code snippet to your Shopify theme. Then you can create the Back-in-Stock flow in Klaviyo and track the results.
The set-up can be a bit tricky and doesn’t work seamlessly on all themes, so hiring this out is a good idea.
Back in stock email flow build out in Klaviyo
In Summary
Back-in-Stock is a valuable and important feedback loop from your customers. Don’t just collect the data, use it to make relevant decisions on the future of your inventory buying, stocking and sales cycles.
Use the automations to communicate to your customers with authentic and honest messaging- they will reward your listening to their desires with purchases.
Ready to find hidden opportunities in your eCommerce business?
I love turning business problems into opportunities in my “If I Were Your CMO” calls.
Approachable and actionable, let me help you find quick wins in your business.