Coming Soon Page Examples & Templates (2026)

A Coming Soon page is a temporary landing page that shares details about a launch before a store, product, or rebrand goes live. An important part of any well-rounded brand website, it can be used as a new-store placeholder, a product-drop teaser, a wait list page, or an under-construction notice while the rest of the site is in progress.

According to a 2025 Shopify survey* of store owners, 37% cite marketing as their top challenge in their first year, and 36% say the same about finding customers. A Coming Soon page addresses both, giving brands a place to direct early traffic before the full store or website exists.

This guide covers when adding a Coming Soon page makes sense, what to include on one, 19 real examples across different product categories, and the two ways to build a Coming Soon page directly in Shopify.

What is a Coming Soon page?

A Coming Soon page, also known as a prelaunch page, is a landing page where visitors learn more about your new website, business, or product. 

The primary purpose of a Coming Soon page is to generate visitor interest in an upcoming launch, even while your product, business, or the rest of your website is still under development. Publishing a Coming Soon page means creating a customer touchpoint that will generate interest in your upcoming launch. You can also use Coming Soon pages to collect visitor contact information in order to build your mailing list and reach prospective customers when you launch.

Typically, store owners use a Coming Soon page in a few different ways:

• New-store placeholder. A single page that holds a domain while the rest of the store is under development.
• Product-drop teaser. A preview page for an upcoming collection or single product.
• Waitlist page. A sign-up form that captures interest ahead of a limited-edition launch or restock.
• Under-construction page. A temporary notice during a website redesign, migration, or technical update.

Unlike FAQ, Contact, or About Us pages, a Coming Soon page is a temporary landing page you’ll eventually take down or revise once you launch.

When do you need a Coming Soon page?

A Coming Soon page isn’t necessary for every launch. Use the table below to determine whether it’s the right addition to your website.

Benefits of a Coming Soon page

Publishing a Coming Soon page can offer shop owners an immense amount of flexibility and allow them to maintain a connection with their audience, even when aspects of their business are in flux. A Coming Soon page can allow you to do the following:

Get a head start on marketing

A Coming Soon page works as a low-cost way to test marketing channels: Driving traffic through social posts, email, or paid ads shows which messages and platforms get the most early sign-ups, before that budget scales up for launch.

Capitalize on the SEO advantages of early domain setup

A Coming Soon page publishes in a few clicks, which means you can start building website credibility and awareness before your full website design is finished. Search engines pay attention to how long a domain has been active and how consistently it’s updated. By claiming your domain and getting something live, you start building URL history straight away instead of waiting until launch day. 

Even a simple page with a headline, a short description of what’s coming, and a few keywords related to your brand or industry gives Google a head start in figuring out who you are and where you belong in the search results. Over time, that tiny bit of groundwork compounds, and your site will start to rank for branded searches and attract backlinks to your placeholder page.

Build an audience of early followers

The 2025 Shopify survey* found that 36% of store owners cite finding customers as a top Year One challenge, and a Coming Soon page addresses this pain point directly, relying on an email sign-up field, a newsletter prompt, or a social follow button to turn one-time visitors into a list a store owner can market to before anything is for sale. This early list gives a brand a direct line to potential customers, allowing store owners to share updates, behind-the-scenes content, or previews, and then convert that audience as soon as the store opens.

Get early feedback

A Coming Soon page puts your concept in front of would-be customers so you can gauge their interest and feedback, which you can then use to develop a more successful launch. You could even include a survey, a feedback form, or an open-ended question on the page to help facilitate more input. 

Your followers’ answers can illuminate aspects of the product that appeal to them the most, helping you prioritize their favorite features in future adjustments or call attention to them in marketing collateral. This early input ensures your product aligns with customer expectations, increasing the likelihood of a successful launch. Engagement metrics, like sign-ups and social media shares, also illustrate market demand and excitement.

Build anticipation and a sense of exclusivity

Outfitting your Coming Soon page with a countdown, an early-access offer, or a waitlist with limited available spots gives visitors a reason to act now instead of waiting until launch day. In fact, 69% of consumers report shopping in an “ambient” way, meaning they make purchase decisions while doing something else, like scrolling social media or watching a show. A Coming Soon page that creates urgency gives those distracted shoppers a reason to stop and sign up in the moment, instead of forgetting about your brand entirely.

Claim your domain

Publishing a Coming Soon page secures a chosen domain and connects it to the brand from day one. A live page, even a simple one, also signals to visitors that the brand is active and legitimate, rather than abandoned.

Build brand recognition before launch

A Coming Soon page is the first impression most visitors get of a new brand. Logo, color palette, typography, and tone of voice on this page should match the website design that follows it, so visitors recognize the brand when the full store goes live.

What to put on a Coming Soon page

A Coming Soon page works best with a short, focused set of elements, including:

• A clear headline. State what’s coming, whether that’s a new store, a fresh product, or an exciting reopening.
• A short description. Include one or two sentences on what customers can expect, and when.
• An email sign-up field. Capture leads before launch and build a customer database.
• A logo and brand colors. Establish brand recognition ahead of the full site launch.
• Social links or share buttons. Extend your reach beyond direct visitors by inviting customers to follow you elsewhere.
• A launch date or countdown, if known. Set expectations and create a sense of excitement or urgency.

Keep in mind, any page that collects email addresses for marketing needs to follow email marketing law. The FTC’s CAN-SPAM Act requires that all commercial emails include accurate sender information, a clear way to opt out, and a valid postal address, regardless of whether the list comes from a Coming Soon page or an established store.

Store owners taking preorders through a Coming Soon page should also review the FTC’s Mail, Internet, or Telephone Order Merchandise Rule, which sets requirements for shipping timelines and customer notifications on items that aren’t ready to ship immediately.

Coming Soon page copy and message templates

Use these starting points and swap in specific details for your brand and launch.

• New store launch: “[Brand name] is almost here. Sign up to get early access and a launch-day discount.”
• Product drop: “[Product name] drops [date]. Join the waitlist to shop it first.”
• Rebrand: “We’re becoming [new name]. Same products, new look. Sign up for the details.”
• Maintenance or redesign: “[Brand name] is getting an upgrade. We’ll be back on [date]. Questions? [contact link].”
• Delayed launch: “[Brand name] is taking a little longer than planned. Sign up, and we’ll email you the moment we’re live.”

Coming Soon page examples

Ready to create a Coming Soon page for your upcoming launch? Get inspired by these examples from real-life brands that do it well.

Website under construction examples

Here are a few examples of brand websites that are under construction, whether they’re undergoing redesign or an upgrade, or experiencing a technical glitch. 

1. Baking a Difference: Keeps visitors informed

Baking a Difference explains that the store is in progress, names a technical issue as the cause, and gives a revised launch date. The logo stays visible, while an email sign-up field allows visitors to get notified when the site reopens.

Steal this strategy: State what’s happening, give a timeline, and offer a way to stay updated.

2. Hymalayas theme: Lets imagery do the talking

This theme template includes a logo placement, short copy, an email sign-up field, social sharing buttons, and a rotating image carousel that previews multiple products instead of a single static image.

Steal this strategy: Use a rotating image gallery to preview what’s coming, while keeping the visuals consistent so they read as one brand story.

3. Allbirds: Short and sweet

Allbirds kept its Coming Soon page super simple and on-brand. A soft blue background and minimalist design match its clean, sustainable vibe. On it, the page spells out its UK launch plans and makes the email sign-up form impossible to miss. A tiny bit of playful copy adds personality and builds anticipation.

Steal this strategy: Keep your design minimal, your message clear, and sneak in a subtle nod to your brand personality to make your launch feel memorable.

4. Watsons Jewellers: Keep it simple and positive

Australian-based Watsons Jewellers explains how the site is down for a quick upgrade and that all orders are still being processed and shipped. Notice that they say right away that the update is meant to improve shoppers’ experiences, not a glitch or problem. This keeps things positive and frames the outage as a benefit. This example also provides visitors with a phone number they can call for human support, as well as a single-field email box that invites them to join for reopening news. 

Steal this strategy: If downtime will be brief, skip the hype. Explain how long the site will be down, why, and provide contact information to keep customers calm and confident in your brand. 

Fashion and apparel Coming Soon pages

Check out these Coming Soon pages from popular clothing brands. 

5. 260 Sample Sale: Put a spotlight on the call to action

As an event-based business, 260 Sample Sale creates hundreds of Coming Soon pages every year. The brand has its ecommerce basics down to a science, with eye-catching product imagery and minimal text that streamline the shopping experience. Moreover, 260 Sample Sale’s aesthetic strategy prevents information overload and highlights the high-contrast Notify Me call to action (CTA). Secondary options—like the share button, which encourages word-of-mouth marketing—don’t distract from the primary CTA.

Steal this strategy: Use a simple layout and a bold CTA to make signing up the obvious next step.

6. Fashion Nova: Offer a product preview

Fashion Nova’s Coming Soon page offers a comprehensive view of upcoming collections, complete with pictures, pricing, and product details to fuel shoppers’ interest. By teasing an approaching launch, the brand encourages shoppers to stay on site, boosting their engagement. FashionNova could amplify the impact even further by showcasing similar, already-available products. It might consider retargeting ads as well, a clever tactic to drive sales for current and future items. 

Steal this strategy: Create a dedicated product page to showcase upcoming product details and pricing. 

7. L’Agence: Blend wait-list FOMO with storytelling

Luxury brand L’Agence teased its spring ’25 line with a beautiful gallery of Coming Soon items. Above the fold, a short narrative ties the collection to the brand’s first international store launches in Paris and Seoul, using adjectives like “dreamy” and “bold” to describe the mood of the collection. A “Join The Waitlist” link lives dead-center, inviting visitors to get early access before inventory drops. 

Steal this strategy: Pair your wait-list CTA with a story to build hype and capture high-intent leads. 

Jewelry and accessories Coming Soon pages

Coming Soon pages for luxury items, such as gifts, jewelry, or accessories, often feature sophisticated lifestyle and product photos, a sleek design, and copy that projects value.

8. Purelei: Encourage preorders with benefits

Purelei opens preorders for its advent calendar months ahead of the holiday season with a pre-sale bonus as an incentive. This secures advance sales and trades an early-bird benefit for email addresses.

Steal this strategy: Offer a preorder discount in exchange for an early sign-up.

9. Jimmy Fairly: Showcase the collection

Jimmy Fairly previews their upcoming sunglasses collection with a bold header and images of a dozen styles, with minimal supporting copy. Allowing shoppers to browse before a launch works particularly well for seasonal products, since it builds interest ahead of the season it’s tied to.

Steal this strategy: Publish a visual preview so shoppers know what to expect from the upcoming collection.

10. BaubleBar: Teasing new arrivals to get phone numbers

BaubleBar uses a recognizable mobile phone interface to announce that something new is coming. Visitors are encouraged to enter their mobile numbers to learn more. 

Steal this strategy: Create anticipation in a way that shoppers will recognize and use it as a chance to collect phone numbers. 

Beauty and wellness Coming Soon pages

Beauty and wellness brands often nail the exclusive coming soon vibe, balancing sleek design with just enough detail to keep customers curious and excited.

11. Depology: Collect email addresses

Skin care brand Depology creates buzz for its new products with a literal countdown timer and urgency-driven CTAs, like “Be the first to try them.” Their Coming Soon page helps the brand gauge customer interest in its upcoming product line. Interested shoppers can sign up for launch notifications, growing the brand’s email list and ideally driving early sales.

Steal this strategy: Add a countdown timer and email sign-up form to your Coming Soon page. 

12. Harry’s

Harry’s Coming Soon page pairs a close-up product image with brief, casual copy that reflects the brand’s tone. A single email sign-up field promises shoppers they’ll be “the first to know.”

Steal this strategy: Pair a clear product image with a simple CTA that signals exclusivity.

Food, beverage, and housewares Coming Soon pages

These Coming Soon pages use bold visuals and playful copy to make visitors hungry for launch day.

13. Hexclad: Offer big advance discounts

Hexclad promotes upcoming holiday sales with a discount-focused pop-up CTA, rewarding early sign-ups with bigger savings than shoppers who wait until the sale itself.

Steal this strategy: Reward early sign-ups with a bigger discount than the one offered at launch.

14. Lucky Energy: Stack price drops with limited-edition messaging

Lucky Energy’s Watermelon Candy flavor page shows a strikethrough manufacturer's suggested retail price (MSRP) next to a lower preorder price, with a black “Price Drop” label. A single preorder button is the only CTA on the page. The copy adds scarcity directly, noting “when it’s gone, it’s really gone.”

Steal this strategy: Combine a visible discount with a hard ship date and limited-edition language to drive faster decisions.

Technology and digital product Coming Soon pages

Tech and digital product brands tend to keep their Coming Soon pages sleek and focused.

15. Zygo: Use video to engage and inform preorder customers

After a shipping delay on its waterproof Bluetooth headphones, Zygo published regular video updates explaining the delay and showing real product improvements in progress.

Steal this strategy: Publish video updates to inform preorder customers, show progress, and explain delays directly and transparently.

16. Hearth Display: Forecast demand with deposits

Hearth Display, a wall-mounted touchscreen calendar for families, amassed a 150,000-plus wait list by requiring a $50 refundable deposit to secure priority access ahead of the product’s launch. This strategy distinguished casual interest from serious purchase intent, providing accurate prelaunch demand data. By creating a sense of exclusivity, Hearth Display prioritized its most engaged and interested customer segment.

Steal this strategy: Incentivize serious buyers with exclusive perks or priority access in exchange for a refundable deposit.

Multicategory retail Coming Soon pages

Multicategory retailers often use Coming Soon pages to showcase their variety, giving shoppers a taste of the range.

17. Adidas: Let shoppers set reminders for product drops

Adidas lists upcoming product releases on a dedicated release dates page. Each product tile shows a “Coming Soon” label with an exact launch timestamp and a single “Set Reminder” CTA, which prompts shoppers to scan a QR code and download the Adidas app to finish set-up.

Steal this strategy: Publish exact go-live times with a one-click reminder option to capture interest before launch.

Coming Soon page apps for Shopify merchants

Shopify gives store owners several different ways to build a Coming Soon page, depending on how much customization the launch needs.

For email capture on any of these setups, Shopify Forms builds sign-up forms directly into a Coming Soon page, while Shopify Messaging tools handle the automated follow-up once someone signs up.

Store owners who want more built-in customization than the password page offers can use the Coming Soon Pre-Launch Builder app, which adds a countdown timer, an email capture form that connects to Klaviyo or Mailchimp, and password protection that allows specific customers to bypass the page.

Coming Soon page best practices

Building a Coming Soon page is simple, but you need to think strategically to reap its benefits. Here are five ways to ensure success with your Coming Soon page.

Tailor the page to your prelaunch schedule

A short, visually driven placeholder befits a brief teaser campaign, while a longer page with more detail is better suited for a campaign that needs to hold visitor interest for weeks or months. Match the page’s depth to how long it needs to do its job.

Explain what is Coming Soon, and when

Give a concrete launch date whenever possible, paired with a countdown if the date is fixed. A specific date sets expectations and gives visitors a reason to come back, especially when shared alongside a limited-time offer.

NRBY Clothing, a London- and Bath-based fashion retailer, uses limited-production coming soon listings to drive preorders on new inventory. Those listings convert at 30%, and NRBY’s broader email capture rate sits at 70% across its Shopify POS-connected stores. 

“There are solutions and answers to everything in the Shopify ecosystem,” says Jo Hooper, founder of NRBY Clothing. “You just need to look for them.”

Build your prelaunch email list

A Coming Soon page sends people to a page without a purchase option, so the email list is what turns that visit into a future sale. Common incentives you can use to entice visitors to share their email address include:

• Early-bird pricing
• A discount or freebie for early adopters
• A guide or other useful content
• Entry into a giveaway
• Behind-the-scenes updates

Every sign-up form needs clear consent and an easy way to opt out later, per the FTC’s CAN-SPAM Act. A short note near the email field, like “We’ll only email you about this launch,” sets that expectation.

Once your customer email list exists, remember that behavior-based follow-up emails outperform generic blasts by a wide margin. MoEngage’s analysis of 17.3 billion emails found that behavior-based emails achieved between 2.8 and 300.7-times the conversion rate of non-personalized emails. A sign-up confirmation tailored to what a visitor showed interest in, rather than one generic message sent to the whole list, captures more of that gap.

Make it easy for customers to get in touch

Prioritize user experience on Coming Soon pages, especially around communication. Providing multiple contact options through email, social media, or a live chat improves customer satisfaction, which encourages sales (and repeat purchases). Ecommerce plug-ins, like Shopify Inbox, can also help. 

Offering accessible contact options empowers you to: 

• Field questions and resolve concerns before your launch
• Build meaningful relationships through one-on-one conversations
• Gather honest feedback you can apply to your marketing strategies and product designs

Encourage visitors to spread the word

Fifty-three percent of store owners cite word of mouth as their most common Year One growth strategy, according to a 2025 Shopify survey.* 

Incentivize visitors to share your upcoming launch using special offers, like discount codes or giveaway entries. Contest apps like Gleam help by rewarding visitors for social actions, while referral marketing widgets such as Viral Loops offer tiers of rewards depending on how many referrals a person generates.

How to create a Coming Soon page on Shopify

Shopify supports two main paths for building a Coming Soon page: a built-in password page for speed or a separate theme page for full customization.

1. Launch a password-protected Coming Soon page

Shopify’s built-in password page is the fastest way to publish a Coming Soon page. It includes a default email sign-up form, as well as social sharing buttons. This path works best for new store owners or anyone working with a short runway before launch.

• From the Shopify admin, go to Online Store > Preferences.
• Select Enable Password.
• Open the theme editor to customize the password page with on-brand copy, colors, and imagery.

2. Publish a “coming soon” version of your website theme

Shopify’s flexible platform lets you build two distinct versions of your store: a coming soon site to host your prelaunch marketing and a working site to continue developing behind the scenes.

Each version can include various touchpoints, including: 

• Product photos
• Background images (refer to image sizing best practices)
• Explainer videos
• CTA buttons
• Social proof and testimonials
• Email sign-up forms
• Social media icons

Because you get an entire website to play with, optimize your Coming Soon page to ladder up to your overall brand or business goals. Use additional pages to drive visitors to your social media accounts or your Kickstarter campaign. And be sure to explore Shopify apps for easy drag-and-drop customizations, like a countdown clock, reminders, sign-up forms, and custom logos.

How to remove a Coming Soon page on Shopify

If you used the password page:

• From the Shopify admin, go to Online Store > Preferences.
• Turn off Enable Password.

The full store will become visible to all visitors immediately.

If you built a separate Coming Soon page:

• From the Shopify admin, go to Online Store > Pages.
• Find the Coming Soon page.
• Select delete or unpublish the page if you want to keep it for future use.

Unpublishing keeps the page available to reuse for the next launch, drop, or maintenance window without rebuilding it from scratch.

Launch with a follow-up plan

A Coming Soon page is only successful when you have a plan in place to act on what it collects. These four steps will turn the page into a launch:

• Choose a setup path. Use the password page for speed, or a separate theme page for full control over design.
• Publish the page. Add a clear headline, a short description, and a sign-up form before sharing the link anywhere.
• Collect sign-ups. Drive traffic through social, email, or paid channels, and track which source brings in the most sign-ups.
• Follow up at launch. Email the list the moment the store goes live, ideally with the early-access offer promised on the Coming Soon page.

Shopify Checkout supports that final step directly, letting sign-ups convert the moment they click through from a launch email. Shopify’s marketing automation tools handle the email send itself, including segmenting the Coming Soon list separately from your existing customer base.

*Based on a 2025 survey of 500 Shopify merchants conducted in English across Australia, Canada, the United Kingdom, Ireland, New Zealand, and the United States. Respondents were established merchants with two or more years on the platform. Results reflect the experiences of this specific sample and may not be representative of all merchants.