Sell-through rate is the share of received units sold within a given period, and it is the clearest measure of whether stock is performing.
Sep 24, 2026
Sell-through is units sold divided by units received, over a defined period. A door that received 200 pieces and sold 120 in eight weeks has a 60 per cent sell-through for that period.
The period is doing as much work as the arithmetic. Sixty per cent in four weeks and sixty per cent in sixteen describe very different products, so the figure is meaningless unless the window is stated and kept consistent between comparisons.
High sell-through early in a season usually means the product was under-bought, and signals a stock order. Low sell-through means markdowns are coming, and the earlier that is visible the more margin can be protected.
Read at style level it shows which products earned their place; read at door level it separates sell-out from sell-in — which accounts are genuinely selling rather than simply buying. Both readings feed the next buy, which is why it is the number most wholesale decisions eventually rest on.
This one is different.
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