Shopify Ops Glossary
Sell-Through Rate
The percentage of inventory sold versus the amount received in a given period.
Definition
Sell-through rate measures what percentage of received inventory is actually sold over a given period — typically a season. It is the primary measure of inventory buying accuracy.
Why It Matters for Shopify Brands
High sell-through rate (80%+) indicates accurate demand forecasting and effective merchandising. Low sell-through rate (below 60%) results in dead stock, markdowns, and margin erosion.
Benchmarks
Target sell-through rate by category: fashion 70–85% by end of season, supplements 90%+ (perishable), electronics 85%+ before next model cycle.
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