How to manage e-commerce pre-sale orders to avoid late shipments?

The easiest way for e-commerce pre-sale orders to go wrong is when the page promise, supplier lead time, and customer service script are inconsistent. The storefront says 'estimated shipping in two weeks,' but the supplier is still waiting for materials, and customer service tells the customer 'very soon.' When the deadline passes and the order hasn't shipped, trust drops rapidly. When I handle…