"You are browsing a store on your phone. You finally find the perfect pair of running shoes. The model looks great, the color is exactly what you wanted, and you are mentally already wearing them on your morning run. You tap the "Select Size" button. And that is where the excitement dies. Your size is grayed out. Crossed out. Unavailable. In 90% of e-commerce apps, this is where the user journey ends."
"When a user lands on a product page, they are in a high-intent state. They are ready to buy now. When we tell a user, "We don't have this, but give us your email," we are forcing them to switch from Active Buying Mode to Passive Waiting Mode. We are essentially telling them to stop shopping. Most designers treat "Out of Stock" as a system status. On treats it as a design challenge."
Users often arrive at product pages in a high-intent state and expect immediate purchase flow. Presenting a "Notify Me" option shifts users from active buying mode to passive waiting, killing conversion. On's app treats out-of-stock as a design problem by surfacing a tailored alternative section titled "Don't see it in your size? Check out these other favorites." That copy acknowledges the missing item and immediately offers comparable options, preserving momentum. The pattern redirects intent toward available products, minimizing friction and capturing purchases that would otherwise be lost when inventory runs out.
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