Lack of product availability – how to use it to increase sales?

Published: 09.03.23Marketing
Use the lack of product availability to increase sales

Product availability is a critical component of any successful e-commerce business. However, even the best-managed inventory can experience shortages due to unforeseen circumstances such as supply chain disruptions or unexpected demand. While product shortages can be frustrating for customers, they can also present an opportunity for businesses to increase sales. In this article, we’ll explore how businesses can use the lack of product availability to their advantage and increase sales.

1. Build Anticipation

When a product is out of stock, businesses can use this as an opportunity to build anticipation for when it becomes available again. By promoting the product through social media, email marketing, or other channels, businesses can create buzz and excitement among customers, increasing the likelihood that they will make a purchase when the product is back in stock.

2. Offer Pre-Orders

Another way to capitalize on product shortages is to offer pre-orders for the product. By allowing customers to pre-order the product, businesses can capture sales before the product even becomes available, reducing the risk of lost sales due to lack of availability.

3. Bundle Products

When a product is out of stock, businesses can bundle other products with the unavailable item to create a new offer. For example, if a popular shoe style is out of stock, a business could bundle other shoes in a similar style or offer a discount on related accessories. This strategy can help businesses maintain sales momentum while waiting for the unavailable product to become available again.

4. Offer Alternatives

When a product is out of stock, businesses can offer alternatives to customers. By suggesting similar products or offering discounts on related items, businesses can help customers find what they need while maintaining sales momentum.

5. Improve Communication

When a product is out of stock, it’s important for businesses to communicate clearly and transparently with customers. By providing updates on product availability and expected restocking dates, businesses can build trust and maintain customer loyalty.


In conclusion, the lack of product availability can be an opportunity for businesses to increase sales and build customer loyalty. By building anticipation, offering pre-orders, bundling products, offering alternatives, and improving communication, businesses can turn product shortages into a positive customer experience. With a strategic and customer-focused approach to product availability, businesses can maintain sales momentum and achieve success in e-commerce.

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Author Avatar Damian Janicki

Customer Success Manager. An expert with years of experience in customer service. Firmao has no secrets from him. Thanks to continuous work with customers, he knows perfectly well what problems companies face without the right software.

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