Should I take a pre-order instead of asking customers to wait?

Only if you are confident of the date. A pre-order means you hold their money, and if the stock slips you are back to the out of stock conversation.

What if the product is not coming back at all?

Say so clearly and suggest the closest alternative you still sell. Leaving the customer hoping costs you more goodwill than a straight answer.

Can I put stock aside for someone who asked?

You can, but set a short deadline, such as 48 hours, and tell them when the hold ends.

Back in stock: reply templates for customers

A customer asking when something is coming back is a sale waiting to happen. These replies give a date if you have one, offer to tell them the moment it lands, and go back with a link when it does.

Updated 11 October 2026

Subject: Good news: {product_name} is back

Hi {first_name}, You asked us to let you know when {product_name} came back in, and it landed this morning. Here's the link: {product_url} Last time it sold out in {sell_out_time}, so I'd go sooner rather than later if you've got your heart set on it. If your size has already gone by the time you look, reply here and I'll check whether anything is held back in the warehouse. Thanks for waiting for it, {agent_first_name} {workspace}

Subject: {product_name}: expected restock date

Dear {first_name}, Thank you for your interest in {product_name}. It is currently out of stock, and we expect the next delivery on {restock_date}. If you would like, we will email you as soon as it is available to order, with a direct link. You do not need to do anything further; simply reply to confirm and we will add you to the list. Please note that restock dates can move if our supplier is delayed. We will tell you if that happens. Kind regards, {agent_first_name} {workspace}

Subject: {product_name} is back in stock

Hi {first_name}, {product_name} is back. You can order it here: {product_url} It sold out quickly last time, so don't leave it too long. {agent_first_name} {workspace}

{first_name}Filled by Hobson: The customer's first name.
{product_name}: The product, including the size or colour they asked about.
{product_url}: A direct link to the product page, ideally with the variant preselected.
{restock_date}: The date you expect new stock.
{sell_out_time}: How fast it sold out last time, for example "three days".
{agent_first_name}Filled by Hobson: The first name of the teammate sending the reply.
{workspace}Filled by Hobson: Your shop name.

When to use it

A customer asks when a sold-out product or size will be back.
You promised to let someone know and the stock has now arrived.
A product is being discontinued and you need to say it will not return.

If the customer has already paid for an item you cannot send, use the out of stock after ordering template. Out of stock after ordering

How to use it

1
Link to the exact variant
Send a link with the size or colour already selected so the customer lands one click from checkout.
2
Give a date with a caveat
Share the expected date and say plainly that it can move if the supplier is late.
3
Keep a list
Tag the conversation so you can find everyone who asked when the stock arrives.

Common mistakes

Promising to "let you know" and never doing it. If you cannot follow up, point them to the back in stock alert on the product page instead.
Quoting a restock date you have not confirmed with the supplier.
Sending a link to the product without the variant they wanted, so they find their size still sold out.

What they usually ask next

Once it is back, the next question is often about sizing, especially if the customer missed out last time. Size help

Related templates

All products and shipping templates