EStore Tools

Sell-Through Rate Calculator

Find what share of the stock you had available actually sold, in retail mode (units received) or reseller mode (stock on hand plus received).

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Sell-through rate

70%

You sold 140 of 200 available units, leaving 60 unsold.

Units available
200
Units sold
140
Units unsold
60

There's no universal target: the right sell-through depends on your category, price point and how long the period runs. Compare it against your own past seasons rather than a generic benchmark.

Breakdown

Units sold ÷ units available
140 ÷ 200
Sell-through rate
70%

How sell-through is worked out

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

In retail mode, units available is what you received this period. In reseller mode, it's what you already had on hand plus what came in, which suits a batch or lot you're gradually working through rather than a single receipt.

Example: the default numbers (retail mode)

Units received
200
Units sold
140

Sell-through rate = 140 ÷ 200 × 100 = 70%, leaving 60 units unsold.

Using the result

  • No universal target. The right sell-through depends on your category, price point and how long the period runs. Compare it against your own past seasons.
  • Very high sell-through can mean you priced or bought too conservatively and left demand on the table, not only that the launch went well.
  • Low sell-through partway through a season is an early signal to markdown, bundle, or trim the next order before the stock ages further.

Questions people ask

What is sell-through rate?

The share of the stock you had available that actually sold in a given period, as a percentage.

What's a good sell-through rate?

There's no fixed target; it depends on category and how long the selling period is. Track your own rate over time rather than chasing one external number.

What's the difference between retail and reseller mode?

Retail mode measures sell-through against what you just received. Reseller mode adds in stock you already held, which fits a resale lot or ongoing inventory rather than a fresh shipment.

How is this different from inventory turnover?

Turnover measures how many times inventory value cycles through over a period, using cost of goods sold. Sell-through measures units sold against units available for a specific batch or launch.

Related tools

Open-to-Buy CalculatorWork out how much buying budget you have left for a period, at retail and at cost, before you overbuy against your sales plan.Inventory Turnover CalculatorSee how many times you sold through your average inventory in a period, and how many days stock typically sits before it sells.GMROI CalculatorPaste a list of SKUs with gross margin and average inventory cost, and see gross margin return on inventory for each one, ranked.Reorder Point CalculatorFind the stock level that should trigger your next purchase order, built from how fast you sell and how much your lead time actually varies.

Want this builtinto your store?

I'm Emmanuel, a Shopify and WooCommerce developer. If this tool pointed at something you'd rather have fixed for you (a faster store, cleaner product data, a migration, a custom feature), send me a note.

Emmanuel Asika

Emmanuel Asika

Shopify & WooCommerce developer, Dublin

I build and fix online stores: new builds, migrations, speed, SEO and the custom bits apps can't do.

hello@emmanuelasika.com
See my work

Last reviewed 30 September 2026.