You’re about to launch your ecommerce brand, but here’s the truth no one tells you:
If you don’t have buyers ready before launch day, you’ll end up launching to silence.
It doesn’t matter how great your product is or how beautiful your branding looks. If no one’s waiting for it, your “big reveal” won’t move the needle.
At Gro, we coach founders to treat pre-launch like a campaign. A strategic system designed to collect warm leads, test messaging and create day-one momentum.
In this blog, you’ll learn exactly how to build a waitlist that’s not just filled with names, but packed with real potential buyers.
What Is a Pre-Launch Waitlist and Why Does It Matter?
A waitlist is a group of people who sign up before your product is live. It’s not just a vanity metric. A strong waitlist can help you:
- Validate demand before manufacturing
- Test what messaging converts
- Build buzz around your brand
- Drive day-one sales
Think of it as building your own mini audience before launch. When done right, this list becomes your first 50, 100 or 500 customers.
Step 1: Build a Simple Landing Page
You don’t need a full ecommerce website to launch a waitlist. You just need one clear page that:
- Explains what your product is
- Shows the key benefit or transformation
- Has a clear image or visual
- Includes a short opt-in form
Tools you can use for free or cheap:
- Notion with a Typeform or Tally form
- Carrd or Linktree
- Shopify “coming soon” theme
- Canva for visuals
Keep the message simple:
“Be the first to get early access to [product name] — limited pre-orders go live soon.”
Step 2: Offer a Reason to Sign Up
People don’t join waitlists just to be nice. They need a reason.
Choose one of these offers to increase sign-ups:
- 10 percent off for early birds
- Free shipping for the first 50 orders
- Limited edition or exclusive colour
- Behind-the-scenes content or updates
- Access to a private launch group
Make it feel special. If people know they’re getting something no one else will, they’re more likely to join.
Step 3: Start Building the List Manually
Yes, manually. This is the fastest way to get your first 100 sign-ups without ads.
Here’s how:
- DM people who fit your customer avatar
- Share your waitlist page in niche forums or Facebook groups
- Email people you’ve already interviewed during Customer Discovery
- Ask friends to refer one person they think would love it
You’re not begging. You’re offering something early and useful. Keep it friendly and short.
Example message:
“Hey, I’ve just put together early access for something I’m launching next month. It’s for [audience type] who struggle with [pain point]. Want me to send you the early access link?”
Step 4: Post Content That Drives Interest
While building manually, start posting content that creates curiosity and urgency.
Focus on:
- Teasers of your product
- Behind-the-scenes development
- Honest founder updates
- Polls asking for feedback
- Countdown content as launch gets closer
Mention the waitlist regularly. Drop the link in your bio, comments or replies. You’ll be surprised how many quiet followers are paying attention.
Step 5: Engage Your List Before Launch
The worst thing you can do is let your list go cold.
Once someone joins, keep the relationship warm with 2 to 4 short emails or messages before you launch. These can include:
- A “thank you” and what to expect next
- A sneak peek at the final product
- A reminder of when the launch goes live
- Social proof like early tester feedback
Don’t overthink this. One or two paragraphs is enough. Make it human and useful.
Bonus: Use Scarcity the Right Way
Want people to take action on launch day? Use a clear and honest reason to act fast.
Try:
- “Only 100 units in our first batch”
- “Offer ends Friday at midnight”
- “Limited to our first 50 waitlist sign-ups”
Scarcity works best when it’s true. Don’t fake it. Just highlight the natural limits of a small launch.
Your Waitlist Action Plan
- Build a simple opt-in page explaining the product
- Offer something useful or exclusive to sign up
- Share the page manually with your target audience
- Post teaser content to drive interest
- Keep the list warm with regular, short updates
- Launch with a clear reason to act fast
If you’re launching your ecommerce brand, this system will help you launch with confidence instead of crossing your fingers.
At Gro, we don’t wait for people to show up. We build the crowd first.
