Omnana

Pre-orders need more than different text on the buy button. An item can be available immediately in one size and only later in another. Different dates can also apply within one collection. The notice therefore has to match the actual selection.

27Street added the ability to store an expected ship date on the product and, where needed, a different date on the variant. When a customer changes size or colour, the notice follows that selection. The ship date is passed to the cart line as information and also appears in the checkout and in the order confirmation.

The implementation also covers quick buy. The information should accompany the chosen item even when the customer adds it to the cart directly from an overview. A statement on the product page thus becomes information that belongs to the order.

The Omnana team needs to be able to see which orders contain pre-ordered items. An automated workflow tags these orders and counts the pre-order quantities sold per variant. As soon as the stored limit is reached, the variant switches to “Sold out” in the shop.

Exceptions are part of the implementation too. An order can exceed the limit, for example, if an item was already in the cart. Such cases receive an additional tag and trigger an internal notification. The team can then check how to handle the order.

The existing warehouse process remains authoritative. The warehouse management software manages the actual stock; pre-orders run into the existing processing and wait there for the goods to arrive. The operating guide describes which settings Omnana sets to start a pre-order and which are changed back once the goods have arrived.

27Street checked the order tagging, the counter and the exception handling with test orders. These checks and the German-language guide make the feature transparent for the team. They also document where an automated step ends and a decision in day-to-day business begins.

Another task began in August with an observation: orders were coming in while the tracking systems showed markedly different numbers. For the investigation, the first step was to clarify what each system was actually counting.

Shopify orders, browser purchase events and purchases attributed to an ad describe different things. A missing browser event therefore does not automatically mean that the order is also missing from the data received through a server interface. This distinction was decisive for the diagnosis.

Gero Keller identified a fault in one of the shop’s integrations: it never passed a value that Shopify expects. As a result, several browser pixels did not load as intended. He implemented a correction and checked the affected behaviour in the storefront and in the checkout.

The subsequent comparison with the Shopify orders also showed a further discrepancy in browser purchase events. The investigation at the time therefore separated the corrected activation fault from the remaining measurement question.

Omnana contributes the brand, the content and a large part of its own storefront build. For the tasks described, 27Street takes on the technical analysis, implementation and testing. Gero’s contribution ranges from troubleshooting to implementation.

The pre-order feature and the tracking diagnosis concern different parts of the shop. What they share is a way of working: understand the business question, follow the affected process and verify the change at the relevant points. That is how a technical partnership becomes concrete in an existing Shopify store.