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Sell-Through Rate
How does your STR compare? Industry averages for a 30-day period:
| Category | Low STR | Average STR | Good STR | Excellent STR |
|---|---|---|---|---|
| Apparel & Fashion | <40% | 40–60% | 60–80% | 80%+ |
| Electronics | <30% | 30–50% | 50–70% | 70%+ |
| FMCG / Groceries | <60% | 60–80% | 80–95% | 95%+ |
| Beauty & Personal Care | <35% | 35–55% | 55–75% | 75%+ |
| Home & Kitchen | <25% | 25–45% | 45–65% | 65%+ |
| Toys & Seasonal | <50% | 50–70% | 70–90% | 90%+ |
Sell-through rate (STR) measures the percentage of inventory you sold compared to the amount you received within a specific time period. It is one of the most important inventory performance metrics for ecommerce sellers, retailers, and wholesale distributors. A high sell-through rate means your products are moving quickly — a low rate signals overstocking, poor demand forecasting, or pricing issues that need attention.
The sell-through rate formula is: STR = (Units Sold / Units Received) × 100. For example, if you received 500 units and sold 350 in a month, your sell-through rate is (350 / 500) × 100 = 70%. Some businesses use beginning inventory instead of units received — the principle is the same. This calculator handles both scenarios and also shows you remaining stock, daily sales velocity, and days of inventory remaining.
A "good" sell-through rate depends heavily on your product category and sales cycle. As a general rule, most ecommerce sellers aim for 80% or higher on a monthly basis. Fast-moving consumer goods (FMCG) and grocery typically see 80–95%, while electronics and home goods often sit around 40–60%. Fashion is highly seasonal — a new collection might start at 20–30% in week one and climb to 80%+ during promotions. Use the benchmark table above to compare your specific category. Tools like reorder point calculators can help you time restocking based on your actual sell-through performance.
For sellers on Shopee, Lazada, Amazon, or TikTok Shop, sell-through rate directly affects profitability and cash flow. Products sitting in warehouse storage rack up fees — Amazon FBA long-term storage fees alone can wipe out margins on slow-moving inventory. A low sell-through rate also ties up capital you could reinvest in better-performing products. Monitoring STR by SKU helps you identify dead stock early, plan clearance pricing, and make smarter purchasing decisions. For multichannel sellers managing inventory across platforms, tracking sell-through rate per channel reveals which marketplaces actually move your products.
If your STR is below your category benchmark, consider these strategies: Optimise pricing — run A/B tests on pricing or use flash deals on Shopee and Lazada to boost velocity. Improve listings — better product photos, keyword-rich titles, and compelling descriptions increase conversion rates. Right-size your orders — use an EOQ calculator to find the optimal order quantity that balances carrying costs against stockout risk. Bundle slow movers — pair slow-selling items with popular products to clear excess inventory. Review by channel — a product with 20% STR on Shopee might have 70% STR on Lazada. Shift inventory allocation to the channel that converts best.
Both metrics measure how well inventory moves, but they answer different questions. Sell-through rate tells you what percentage of received stock was sold — it is typically measured over a fixed period (weekly, monthly, or seasonally). Inventory turnover measures how many times your entire average inventory was sold and replaced over a year. A fashion retailer might track weekly sell-through rate to manage seasonal collections, while using annual inventory turnover to assess overall business health. Use both: STR for tactical decisions (when to markdown, when to reorder) and turnover for strategic planning (supplier negotiations, warehouse sizing). For more on optimal stock levels, check our safety stock calculator.