What Is Sell-Through Rate? (And How To Calculate It)

A sell-through rate (STR) is the amount of inventory sold within the month (or another time period) as a percentage of the amount of inventory you received from your manufacturer(s) during the same period.

What is FBA Sell-Through Rate?

Why are sell-through rates important?

Sell-through rates enable companies to decide critically about product sales. They assist businesses in estimating revenue and expenses related to the sale of inventory. In terms of the quantity sold and how quickly each item moves from inventory to a customer purchase, sell-through rates can reveal trends in product sales and assist businesses in identifying high-performing goods. Sell-through rates also assist businesses in identifying products that are not selling well, enabling them to prepare marketing strategies for these goods to reduce excess inventory.

Here are some other ways businesses use sell-through rate data:

For retailers, high and low sell-through rates indicate various sales trends. Items with a high sell-through rate indicate that more merchandise was sold during a given period of time, such as a month. Low rates, in contrast, signify weaker sales as a result of fewer units being sold to consumers.

What is sell-through rate?

The term “sell-through rate” refers to how quickly you sell products after purchasing them from a supplier. A product’s sell-through rate displays how many units were sold in relation to the stock you had at any given time. This calculation also measures when inventory changes to revenue. Sell-through rate is a crucial indicator for addressing product and revenue in the retail sector, but any company with inventory may find this calculation to be applicable.

A sell-through rate calculation contrasts the amount of inventory you actually sell to customers with the amount you receive from suppliers. Businesses use this calculation, which is displayed as a percentage, for a variety of things, including goods, inventory, sales, and revenue. This figure can be used by suppliers and producers to estimate the volume of goods sold to their customers.

Differences between inventory turnover and sell-through rates

The distinctions between inventory turnover and sell-through rates in sales are subtle but significant. Sell-through rate refers to the quantity of goods sold, whereas inventory turnover denotes the rate of product sales The method used to calculate these two numbers is another significant difference between them. Inventory turnover is displayed as a ratio while sell-through rates are shown as a percentage.

Manufacturers, vendors, and retailers care about turnover and sell-through data points. However, these calculations are used by each of these parties for different purposes. In order to move products out of stores more quickly, manufacturers might offer discounts or pay retailers to advertise stock discounts. The majority of the time, manufacturers take this action in response to low inventory turnover or sell-through rates. Vendors seek out strategies to boost sell-through in potentially underperforming stock so they can get rid of their own inventory. Retailers analyze inventory turnover and sell-through rates to determine how best to market products or when to discount them.

How to calculate sell-through rate

Retailers and other businesses can determine the amount of inventory sold over a specific time period by using calculations of sell-through rates. The equation you can use to determine this amount is given below:

(Number of units sold / Number of units received) multiplied by 100 is the sell-through rate.

To determine the sell-through rate for the stock in your company, use the following formula and instructions:

1. Determine units sold

Whether you sell to a wholesaler or directly to customers, your direct consumer sales are represented by the number of units sold. Tracking sales orders or consulting accounting staff will help you determine this amount. Complete the first step of your sell-through rate calculation using this number.

2. Divide units sold by units received

Units received refers to the inventory that you receive from a supplier or producer. This number brings the sell-through rate calculation to a conclusion once the units sold have been determined. Unless sales exceed expectations, the number of units received is typically higher than the number of units sold.

3. Determine the percentage of your sell-through rate

You can calculate the sell-through rate as a percentage by multiplying this result by 100. To get a whole number after calculating the percentage, you might need to round up to the nearest number based on the decimal point. This percentage can help you make business and marketing decisions.

Examples of sell-through rate calculations

Sell-through rate is a crucial metric that can be used by any company with an inventory of goods to guide decisions about marketing, purchasing, and sales revenue. To help you comprehend how to use sell-through rate calculations in business, here are a few examples:

Example 1

Sheena manages All Threads clothing store. After purchasing goods from a new vendor, she needs to determine how many items the store sold. In the month of July, the store sold 76 of the 150 T-shirts from Mindful Cloth’s summer collection. Here is the equation she used to determine the T-shirt sell-through rate at the retailer.

(76 / 150) x 100 = 51%

Sheena may decide that she needs to buy less inventory from this specific vendor or stop doing business with them entirely after discovering a 51% sell-through rate. Before switching vendors, she might need to take into account whether the T-shirt sales were impacted by the design, cost, or marketing. She can start by making these evaluations with the aid of the sell-through rate.

Example 2

Construction supply company Tough Tools is attempting to decide which items in its inventory to increase and which to decrease. The group figures out which of two similar sets of wrenches they should keep in stock by calculating the sell-through rate. With an inventory of 65, they had 50 sets of Prime Tools wrenches sold. They had an inventory of 62 and sold 45 of the other set from Omni Construction. Here are their sell-through rate calculations:

Wrench set from Prime Tools: (50 / 65) x 100 = 77%

Set of Omni construction wrenches: 73% (45/62) x 100

Management at Tough Tools decides to keep selling both the Prime Tools and Omni Construction wrench sets because both sets had a similar sell-through rate. Their calculations of the sell-through rate showed that both sets sold well enough for the shop to profitably stock a set from each manufacturer.

Example 3

First Pick wants to broaden its market to more states. First Pick provides condiments to restaurants in the Southeast of the United States. The executive team chooses to launch with the goods that have the highest sell-through rates in their current market. They perform the calculations to identify the two best-selling sauces to add to their expanded product offerings. At the end of the month, there are only 25 bottles of Dragons Fire hot sauce left from an initial stock of 500 bottles. Rockys Sweet Dreams BBQ sauce had 410 bottles in stock at the beginning of the month, but only 11 were actually on the shelves.

They find that the two best-selling sauces in their inventory, Rocky’s Sweet Dreams BBQ sauce and Dragons Fire hot sauce, have sell-through rates of 95% and 97%, respectively. Heres how they calculated the sell-through rates:

Hot sauce Dragons Fire: (475/500) x 100 = 95%

BBQ sauce from Rocky’s Sweet Dreams: 399/410 x 100 = 97%


How do you calculate sell-through rate?

By dividing the quantity of units sold by the quantity of units received, and then multiplying the result by 100, the sell through rate is determined.

Is a high sell-through rate good?

A high sell through rate indicates that a business sold its received inventory quickly. The best way to do this while maintaining high profit margins is to not discount the product. Low sell through, on the other hand, suggests that merchandise isn’t moving quickly.

What is the sell-through rate on Ebay?

Retailers and online sellers use a sell-through rate (STR) metric to compare the quantity of inventory they receive from the supplier to the number of units they actually sell to customers. For instance, if your store purchases 50 chairs and only sells 20, your sell-through rate is 20/50 multiplied by 100, or 40%.

What is sell-through rate Amazon?

Your sell-through rate is calculated by dividing the average number of units in an FBA warehouse during that time period by the number of units you sold and shipped over the previous 90 days. If Amazon determines that your sell-through rate needs to be improved, they will provide you with suggestions.

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