A Shopify coming soon page serves multiple strategic purposes before your store launches: it builds anticipation, captures email addresses from interested visitors, communicates your brand identity, and starts your SEO presence — all before you’ve made a single sale. Done well, a coming soon page can have hundreds of email subscribers ready to receive your launch announcement before you open your doors.
Why Create a Coming Soon Page Before Launching
Most new stores launch to zero audience — they post on social media, run a few ads, and wait. A pre-launch coming soon page solves this by capturing email addresses from interested visitors who find your store before launch through social media, early press, or paid ads. These subscribers are your most engaged early adopters — they sought you out before you were even open. A launch email to 500 pre-launch subscribers typically generates 3-5x more revenue on launch day than launching to a cold audience of equal size.
What a Great Shopify Coming Soon Page Includes
- Brand name and tagline — immediately communicate what you’re about
- Visual identity — colors, typography, and imagery that represent your brand
- Value proposition — what makes this store worth waiting for?
- Email capture form — the most important element; include a compelling reason to subscribe
- Launch date or countdown timer — creates urgency and expectation
- Social media links — give visitors another way to stay connected
- Product teaser images — show (but don’t reveal everything) what’s coming
How to Create a Coming Soon Page on Shopify
Method 1: Shopify’s Built-In Password Page
Shopify includes a built-in “password page” that shows a coming soon message while your store is password-protected. Go to Online Store → Preferences → Password protection → Enable password. The default password page shows a simple email capture form and allows customization through your theme editor. While basic, it works for a quick setup with no additional apps needed.
Step 1: Enable the Password Page
In Shopify admin → Online Store → Preferences → scroll to Password protection → enable “Restrict access to visitors with the password.” Set a password for your storefront. The password page is now live at your store URL.
Step 2: Customize Through Your Theme
Go to Online Store → Themes → Customize. In the theme editor, select “Password” from the page type dropdown (top of the editor). Customize the password page sections: add your logo, edit the headline, write your email capture CTA, and upload a brand image. The customization options vary by theme — Dawn and most modern themes support logo, image, and text customization on the password page.
Step 3: Connect Email Capture to Klaviyo
Shopify’s password page captures emails and stores them as subscribers in your Shopify email list. To push these subscribers to Klaviyo for proper list management and automation: install Klaviyo and enable the Shopify form sync in Klaviyo’s settings. Subscribers from the password page form are added to your Klaviyo list automatically for seamless launch sequence emails.
Method 2: Page Builder Coming Soon Pages (Recommended)
For a more professional, branded pre-launch page, use a page builder app. GemPages and PageFly both offer coming soon page templates with countdown timers, animated elements, and beautiful email capture forms that look far more polished than the default password page customization.
Using GemPages for a Coming Soon Page
Install GemPages → select “Pages” → create new page → search the template library for “Coming Soon” → select a template → customize with your brand. GemPages templates include countdown timers, progress bars (“We’re 80% ready!”), product teaser carousels, and Klaviyo/Mailchimp form integration. For stores that want a premium-feeling launch, GemPages free templates are genuinely excellent. Free plan available.
Coming Soon Page Email Capture Strategies
Offer an Early Access Incentive
The most effective email capture hooks for pre-launch pages:
- “Get 15% off when we launch” — discount reward for waiting
- “Be first to shop the full collection” — exclusivity and early access
- “Join the waitlist for sold-out items” — scarcity signal
- “Download our [Style Guide / Recipe Book / How-To Guide]” — immediate value
Discounts convert best (typically 15-25% email capture rate vs 5-8% with no incentive). Early access framing works well for fashion and beauty brands. Immediate value (downloadable content) works for educational or lifestyle brands.
Social Proof on Coming Soon Pages
If you have social media followers, press mentions, or any early customer testimonials, include them on your coming soon page. “Followed by 2,400 on Instagram” or “As seen in [Publication]” significantly increases email conversion rates by signaling that others are already interested.
Pre-Launch Marketing for Your Coming Soon Page
- Social media content: Post behind-the-scenes content (product development, packaging, photoshoots) to your social accounts before launch
- Paid traffic: Run small Facebook or Instagram ads driving traffic to your coming soon page — test which audience responds best before your full launch
- Influencer seeding: Send free product samples to relevant influencers in exchange for coverage on launch day
- PR outreach: Contact relevant blogs, podcasts, and publications with your brand story before launch
- Referral signups: “Share with a friend and you’ll both get 20% off at launch” — viral pre-launch growth loop
FAQ: Shopify Coming Soon Page
How do I create a coming soon page on Shopify?
Go to Online Store → Preferences → Password protection → enable password protection. This activates Shopify’s built-in coming soon page. Customize it in the theme editor by going to Online Store → Themes → Customize and selecting the “Password” page type from the dropdown menu. For a more professional design, use a page builder app like GemPages or PageFly.
Can visitors still access my Shopify store while the coming soon page is active?
No. When password protection is enabled, all visitors see the coming soon page unless they enter the store password. To give select people (like team members, investors, or select beta customers) full store access, share the store password with them. Disable password protection when you’re ready to officially launch.
How do I add a countdown timer to my Shopify coming soon page?
Shopify’s default password page doesn’t include a countdown timer — use a page builder app like GemPages or PageFly that offers countdown timer elements in their coming soon templates. Alternatively, some themes include countdown timer sections you can add to the password page through the theme editor.
How do I collect emails on a Shopify coming soon page?
Shopify’s built-in password page includes an email capture form automatically. Emails captured are stored as subscribers in Shopify. Connect Klaviyo to sync these subscribers to your email marketing list for automated launch sequences. Customize the form’s CTA text and the subscription incentive offer in your theme editor.
When should I launch my Shopify coming soon page?
Launch your coming soon page as early as possible — even if you’re weeks or months from your actual store launch. The longer your pre-launch page is live and collecting emails, the larger your launch day audience. If you’re planning a launch in 60 days, your coming soon page should be live today, not in 50 days.
Final Thoughts
Your coming soon page is the bridge between your idea and your first customer. Every day it’s not live is a day you’re not building your launch audience. Enable the password page today with a compelling email capture offer, start driving small amounts of traffic from your social media accounts, and build momentum before launch day. The stores that launch to a pre-warmed email list consistently outperform those that start from zero — and the work to get there starts with this one page.
