I have implemented enterprise level ecommerce systems for the last 5 years and I have seen many times over that customers HATE not knowing what is in stock and what is not and expect something that shows in stock to be in stock and be delivered fast. It is absolutely unacceptable to have to call up in addition to placing an order online, it adds an unecessary step and it will hurt your business. The only reason shops get away with it at the moment is because most are as bad as one another and customers are resorting to having to call up.
There really is no excuse for any company not to update stock levels, it's a standard part of running any business. If they get loads of boxes of stock and staff is so busy selling and working then they need to employ more people (as they are obviously doing good enough business).
Customers are demanding creatures and they are very fickle when buying online. Loyalty shifts VERY quickly. Look at Towerhobbies for example, good stock updates, good loyalty scheme, reasonable prices, constant discount promotions, etc. (not a great looking site but hey, no one is perfect). There are a lot of UK shops that can learn from them. Those that do will survive and prosper and those that don't won't.
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