Sell-through rate calculator

Sell-through rate is the share of the stock you received in a period that you sold in that period. If a shop took in 500 units in a month and sold 410, the sell-through rate is 82%. It shows how fast a product moves, not how much money it made.

Divide the units sold by the units received, then multiply by 100. The two figures must cover the same period and the same product or range. Use the units you received for a season or a launch, or the opening stock for a steady line.

It depends on the product and the period. Shopify’s guide calls 70% to 80% healthy for a period’s range, and looks for more than 80% within the launch window of a limited run. A grocery line that is replenished every week runs on a different clock from a fashion drop, so compare a product with its own past and with the lines beside it on the shelf.

Rate of sale is the UK term for how many units a product sells per store per week. Divide the units sold by the number of stores stocking the product and by the number of weeks. Buyers at UK grocers use it in range reviews, where a line that sells too few units per store per week loses its place.

In retail they describe the same movement in two ways. Sell-through is a share of what you received. Velocity, or rate of sale, is units over time, often per store. A line can have a good sell-through on a small delivery and a low velocity on the shelf. In software sales, sales velocity means something else: the speed of a pipeline.

Either too much came in or too little went out. Check the delivery against the sales history first. If the stock was right, the product is not being seen, not being tried, or not being bought again. Each of those has its own fix: shelf position and offers for the first, sampling and creator content for the second, and the product itself for the third.

Weekly for a product on the shelf, and once more at the end of a season or a launch window. Measure each store or region on its own when you can, because an average across stores hides the ones where the product is stuck.

A creator who shops where your product is stocked can send their followers to that shelf. Our retail campaigns pick creators by the shops near them, send product, and verify the purchases with receipts, so the lift shows in the store’s own numbers rather than in a reach figure. The retail pages explain how it works.