Forget about “Add to Cart.” What’s the hottest thing in Indian e-commerce? It’s a Join Waitlist.
From sneakers to serums to journals to jackets, innovative D2C brands are moving away from inventory, and opting for waitlists, pre-orders and exclusive drops. Why? Because scarcity creates demand, and an effective community creates loyalty far more effectively than any discount.
New-age brands like June Shop, The Souled Store, BlissClub and Mokobara have focused on pre-launch hype. Products are teased on Instagram, lean brand teams take feedback through polls, and we have waitlists days before the drop. Once products are launched, the “limited stock” often sells out in minutes.
The waitlist model is not only an effective way to create FOMO. It also makes logistical sense – pre-orders mean that brands are only producing what they need, which leads to less dead inventory and less returns. It’s also less wasteful and economical for lean teams who don’t have equity tied up in warehouses of risk.
Even the big brands are getting in on the act – boAt is testing community-voted launches, and skincare brands like Dr. Sheth’s and Chemist at Play are now co-creating products with their customers and launching products to a pre-sold audience.
Consumers are changing too. Delaying a purchase for two weeks is associated with being part of the journey and creating exclusivity. Pre-order buyers often have advantages too; discounts, exclusivity, early access or simply unique packaging.
So what did social media have to do with that? Plenty. Stories, email drops, Discord servers – every touchpoint has changed into a mini-store. A “Join Waitlist” banner can feel like VIP access.
As a result, brands are flip flopping the supply chain. Instead of selling what they have already made, they are making only what has been sold.
Welcome to e-commerce 2.0, where your next product isn’t available yet, and that is exactly why you want it.
