Rethinking Sold Out: How Pre-Orders Capture More Demand

Ecommerce has traditionally operated around a simple rule: if a product isn’t in the warehouse, it isn’t usually available to sell. 

In a conversation recorded at eTail Boston, Purple Dot CEO Madeline Parra joined the Always Off Brand Podcast to discuss why brands should rethink the traditional “in stock or out of stock” model and use pre-orders to capture demand before inventory reaches the warehouse.

Watch or listen to the full conversation to hear Madeline’s take on pre-orders, inventory strategy, customer trust, and why brands should rethink what “available to sell” really means.

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In this Always Off Brand episode, Madeline Parra and Scott Ohsman discuss:

• Why “out of stock” doesn’t always have to mean “stop selling.” Brands can continue selling against incoming inventory rather than waiting for stock to physically reach the warehouse.
• How pre-orders can become a broader growth strategy. Beyond launches and limited drops, brands can use pre-orders to extend selling windows, bridge temporary stock gaps, and capture demand earlier.
• The revenue opportunity behind selling earlier. For brands using Purple Dot, around 12% of annual GMV comes through pre-orders showing how much demand can exist outside the traditional in-stock window.
• How long shoppers are actually willing to wait. On average, customers will wait four to six weeks for an item they really want, with longer windows possible in categories like collectibles and products with highly loyal customer bases.
• Why customer trust is essential to making pre-orders work. Clear delivery expectations and a reliable customer experience are critical to ensure pre-orders become a repeatable part of an ecommerce strategy.

Ready to make more of your inventory sellable?

Learn how Purple Dot helps brands capture demand before inventory reaches the warehouse, manage pre-orders at scale, and give customers a buying experience they can trust.

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