How to Set Up a Pre-Order on TikTok Shop

Offering a pre-order on TikTok Shop is a powerful way to gauge interest in a new product, secure early sales, and create a wave of hype before your inventory even lands. This guide breaks down exactly how to set up your pre-order, from understanding the rules to crafting a launch strategy that drives results. We'll cover the step-by-step process in the Seller Center and the marketing tactics you need to make your pre-order a smashing success.

What Exactly is a TikTok Shop Pre-Order (And Why Should You Use One)?

A pre-order allows you to list and sell a product on your TikTok Shop before it's physically in stock and ready to ship. Customers can purchase the item just like any other product, but with the clear understanding that it will be dispatched at a future date. It's an incredible tool for brands and creators launching innovative products, limited-edition runs, or items that require significant upfront investment.

So, why would you choose this route instead of a traditional launch? There are several compelling reasons:

• Validate Your Idea Without Risk: Got a bold new t-shirt design or a unique handmade item you're not sure will sell? A pre-order acts as a real-time interest check. If you get tons of orders, you know you have a winner. If sales are slow, you can adjust your plans without being stuck with boxes of unsold inventory.
• Generate Hype and Urgency: The lead time before a product is available is a marketing superpower. Use this period to build anticipation with behind-the-scenes content, teasers, and countdowns. A limited pre-order window creates a sense of scarcity that encourages followers to act quickly so they don't miss out.
• Fund Your Production Costs: Manufacturing can be expensive. Pre-orders generate cash flow before you have to pay your manufacturer in full. This is an amazing way for small businesses and solo creators to fund larger production runs or more complex products without taking on debt or dipping into personal savings.
• Reward Your Community: Offering a pre-order is a great way to give your most loyal followers first dibs on a new product. You can even offer them a special pre-order price or a small bonus item as a thank you for their early support, making them feel like valued insiders.

The Ground Rules: What You Need Before Setting Up a Pre-Order

Before you jump into the Seller Center, it’s important to understand TikTok's requirements for offering pre-orders. They have these rules in place to protect the customer experience and ensure sellers can fulfill their promises. Failing to meet them can lead to penalties on your shop.

Eligibility Checklist:

• You Must Be an Approved TikTok Shop Seller: This goes without saying, but you need a fully set-up and approved TikTok Shop to access this feature.
• Good Shop Performance: TikTok trusts sellers who have a proven track record of excellent service. You'll generally need to have a low Late Dispatch Rate (LDR), low Seller-Fault Cancellation Rate, and good customer reviews. If your shop is brand new or has performance issues, you might not have access to the pre-order function yet.
• A Clear Fulfillment Timeline: This is the most important part. You must be confident you can ship the product within the timeframe you set. You cannot just put a product on pre-order indefinitely.

The number one rule to remember is TikTok's dispatch window. By default, sellers must ship pre-orders within 30 calendar days of the customer placing the order. Some sellers with exceptional performance records can apply for an extended timeframe, but for most, 30 days is the hard limit. Plan accordingly and give yourself a buffer to account for potential production or shipping delays from your supplier.

How to Set Up a Pre-Order on TikTok Shop: The Step-by-Step Process

Once you've confirmed you meet the requirements and have a solid plan, creating the pre-order listing is straightforward. Here’s how to do it directly from the TikTok Seller Center:

1. Log in to Your Seller Center: Head to the TikTok Shop Seller Center on your desktop and sign in to your dashboard.
2. Navigate to Products: On the left-side menu, look for the "Products" tab and click "Manage Products."
3. Create or Revise a Product Listing: You can either click "Add a New Product" to build a listing for your new item from scratch, or you can edit an existing listing that you want to change into a pre-order.
4. Enter All Standard Product Details: Fill in the information just like you would for any other product. This includes:
   • Product Name: It's a fantastic practice to add "[PRE-ORDER]" at the beginning of your product title to make it very clear for customers. For example: `[PRE-ORDER] The Sunset Glow Candle`.
   • Category: Choose the most relevant category for your item.
   • Brand: Add your brand name.
   • Product Photos/Video: Use high-quality images or mockups of your product. If you have a sample or prototype, show it in a video! Transparency is hugely beneficial here.
5. Locate the Pre-Order Setting: Scroll down past the product descriptions and variations. You'll arrive at a section labeled "Shipping &, Warranty" or where you specify inventory information. Here, you should see an option for Pre-order. Click the toggle to enable it.
6. Set Your Shipping Turnaround Time: This is a very important step. Once you toggle on "Pre-order," a new field will appear asking you to specify your shipping lead time, or Shipping Turnaround Time. This is the number of days it will take you to fulfill the order after a customer places it. Remember the 30-day limit. If you need 18 days for manufacturing and 2 days for packing, you might enter "20 days." Always overestimate this timeframe slightly to give yourself a buffer. If you think it will take 14 days, set it to 17 or 20 to be safe.
7. Set Price and Quantity: Enter the retail price for your pre-order. Then, enter the total number of units you want to make available for purchase during the pre-order period. This can be an estimate based on your production capacity.
8. Submit for Review: Once you've filled everything out and double-checked that your timeline is accurate, click "Submit" or "Publish." Like all product listings, TikTok will review it to make sure it complies with their policies before it goes live on your shop.

Marketing Your Pre-Order for a Killer Launch

Simply listing your pre-order product isn't enough. Real success comes from building anticipation and driving traffic to the listing during the pre-order window. Think of this period as your hype-building marketing campaign.

1. Create a Strong Content Pipeline

Don't wait until the pre-order is live to start talking about it. Plan out a content schedule to build excitement.

• Teaser Content (1-2 weeks ahead): Post short, cryptic videos showing snippets of the product. Think behind-the-scenes glimpses of your design process, samples of clothing fabric, or unpacking a factory sample on camera. Don’t reveal everything at once.
• The Big Announcement (Launch Day): Create a high-energy video officially announcing that pre-orders are now open. Clearly showcase the product, explain why you're offering it, and state that it’s a pre-order. Use the in-video sticker to link to the product to make it easy to find.
• Follow-Up Content (During the Pre-Order Window): Keep the momentum going. Go LIVE to answer questions, showcase the item’s features, and thank early supporters. Share user-generated content ideas from people excited to order. Create videos addressing the most frequent questions.

2. Be Radically Transparent With Communication

Expectation management is the most important factor in a successful pre-order. Dissatisfaction comes from unmet expectations.

• Be Ultra-Clear in Descriptions: Repeat that it’s a pre-order in your product description and video hashtags. State the expected shipping date in 2-3 different places. For example: "This is a pre-order item and is expected to ship by mid-July. You will receive shipping notifications then!"
• Provide Post-Purchase Updates: Don't leave your customers in the dark after you take their money. Send a periodic email or post TikTok videos updating them on the process. A short video showing boxes arriving or celebrating that your manufacturer has started production can turn an anxious wait into an exciting experience.
• Communicate Delays Immediately: Sometimes, delays happen. If your production is slowed down, be honest and communicate it as soon as you know. Most customers are very understanding as long as you keep them informed. It is silence that frustrates customers.

3. Engage With Your Audience in Authentic Ways

• Run a Q&,A LIVE Session: Schedule a live session exclusively dedicated to answering questions about the new product and the pre-order process. This is a fantastic way to connect with your community directly and address any hesitation people might have about buying early.
• Reply to Comments Individually: When people leave questions on your promotional videos asking about the item's color or the shipping dates, reply to them quickly and personally. Every comment is a signal to the algorithm that your content is engaging. It also shows other potential buyers that you are responsive and trustworthy.

Final Thoughts

Setting up a pre-order on your TikTok Shop is a strategic move that can validate your product ideas, build buzz, and secure crucial revenue for your business. By following the step-by-step setup guide and committing to a thoughtful marketing plan focused on transparency and community engagement, you can turn your next launch into a huge winner.

Planning and scheduling all the marketing content for your pre-order can feel like a job in itself. That's why we made Postbase. Our visual calendars let you map out your entire launch promotion - from the first teasers to your final hourly countdown - across TikTok, Instagram Reels, and all your other channels from one place. You can schedule your entire content calendar in advance, leaving you free to focus on connecting with your eager community while your pre-order runs smoothly in the background.