Sell-Through Rate

Sell-through rate tells you early whether a product buy is working, so you can reorder, hold, or mark down before cash gets stuck. It matters most for launches, seasonal collections, and wholesale accounts, where retailers watch it to decide on reorders. Measure it over a fixed window such as 30 days or a season. For example, if a brand receives 1,000 units of a new jacket and sells 750 in the first month, sell-through is 75%. A sister style at 30% in the same month is the one to slow down or discount.

Sell-through rate = units sold ÷ units received × 100

Open the Sell-through rate calculator on its own page

What is a good sell-through rate?

It depends on the time frame and product type. Compare sell-through for a season or launch against your plan, and use low sell-through as an early signal to slow reorders or start markdowns.

How do you calculate sell-through rate?

Divide units sold by units received for the same period and multiply by 100. Selling 750 of 1,000 units received gives a 75% sell-through rate.

What is the difference between sell-through rate and inventory turnover?

Sell-through measures the share of one buy or shipment that sold in a period. Turnover measures how many times average inventory sold over a longer period, usually a year.

• Inventory TurnoverHow often you sell through your inventory
• Dead StockInventory that no longer sells