Shopify has a built-in password page that doubles as a coming soon page, and you can activate it in under five minutes. Every Shopify store includes this feature by default, so you don’t need to install an app or write any code to get a functional pre-launch page up and running.
How the Password Page Works
When you enable Shopify’s password protection, every page on your store gets locked behind a single password screen. Visitors who don’t have the password see only your coming soon page. Visitors who do have the password (like you, your team, or early testers) can enter it and browse the full store as if it were live. This makes it ideal for building anticipation while you’re still setting up products, policies, and design details behind the scenes.
The password page includes three default sections: a header, an email signup banner, and a footer. The email signup banner lets visitors subscribe so you can notify them when you launch, which is the core function most store owners need from a coming soon page.
Activate the Password Page
From your Shopify admin, go to Online Store > Preferences. Scroll to the “Store access” section and check the box for “Password protection.” You’ll be prompted to enter a password that visitors will need to access the full store. Pick something simple enough to share with collaborators but not so obvious that random visitors would guess it.
There’s also an optional “Message to your visitors” field where you can write a short note. This is a good place for a one-liner about what your store will sell and when you plan to launch. Something like “We’re launching our handmade ceramics collection in July. Sign up below to be the first to know.” Click Save, and your coming soon page is live immediately.
Customize the Design
The default password page is functional but generic. To make it match your brand, go to Online Store > Themes, find your active theme, and click “Edit theme” to open the theme editor. Once inside, click the page dropdown menu at the top (it usually says “Home page”) and select “Password.” This loads the password page template so you can edit it visually.
From here, you can change several elements:
- Text and messaging: Edit the headline, body copy, and email signup prompt directly in the section settings.
- Colors: Adjust background colors, text colors, and button colors to align with your brand palette.
- Typography: Change the font family and size for headings and body text.
- Logo and favicon: Add your store logo so the page looks polished rather than placeholder-ish.
- Social media links: The footer section can display icons linking to your Instagram, TikTok, or other social profiles, which gives visitors another way to follow you before launch.
All of these settings pull from your broader theme settings, so changes you make here (like your brand fonts) will carry over when you eventually launch the full store.
Add an Email Signup
The email signup banner is already included in the default password page, so you don’t need to add it manually. When visitors enter their email, Shopify collects those addresses in your customer list. You can find them by going to Customers in your admin panel and filtering for subscribers.
If you use an email marketing platform like Shopify Email, Klaviyo, or Mailchimp, connect it to your Shopify store before you start promoting your coming soon page. That way, email signups flow directly into your marketing tool and you can set up an automated welcome sequence or a launch-day announcement without manually exporting a spreadsheet.
When to Use a Third-Party App Instead
Shopify’s native password page handles the basics well: a message, email collection, and brand-consistent design. But if you want features like a countdown timer ticking down to your launch date, a referral program that rewards subscribers for sharing with friends, or a fully custom layout with video backgrounds and animated elements, you’ll need a third-party app or custom code.
The Shopify App Store has several page builder apps that support coming soon page templates. Look for apps in the “Page builder” category and filter for coming soon page features. Before installing, check the reviews and ratings carefully. Some of the dedicated coming soon apps have very few reviews, so a well-reviewed general page builder with coming soon templates is often a safer bet. Most page builder apps offer free plans or free trials, so you can test the design experience before committing to a monthly fee.
For a countdown timer specifically, you can also skip apps entirely and add a small snippet of HTML and JavaScript directly to your password page through the theme editor’s custom code sections. If you’re comfortable copying and pasting code from a tutorial, this approach keeps your store lean without adding another app subscription.
Promote Your Page Before Launch
A coming soon page only works if people actually visit it. Start sharing the URL on your social media profiles, in your email signature, and in any communities where your target customers spend time. Since the page collects emails, every visitor who signs up becomes a warm lead you can market to on launch day.
Consider running a small social media ad campaign pointing to your coming soon page if you want to build a subscriber list before you have any products live. Even a modest budget can drive a few hundred signups, which gives you a built-in audience for your launch announcement. Make sure your page copy gives visitors a clear reason to subscribe, whether that’s early access, a launch-day discount, or simply being first to shop a limited collection.
Take the Page Down at Launch
When you’re ready to open your store, go back to Online Store > Preferences and uncheck the password protection box. Click Save, and your full store becomes publicly accessible. All the email subscribers you collected will still be in your customer list, ready for your launch email. There’s no separate “publish” step. Removing the password is the launch.