Sell-Through Rate Calculator (ST%)
Percentage of received inventory that has sold over a period.
Drives reorder, markdown, and exit decisions. Low ST% early in the season = act fast.
- Formula
- Units Sold ÷ Units Received × 100
- Benchmark
- Healthy 60–80% by mid-season
Worked example
- Units sold
- 320
- Units received
- 500
- Result
- 64.0%
- Note
- On track
How to read it
Sell-through only means something next to time on floor. 40% in week 2 of a 12-week season is ahead of plan; the same 40% in week 8 means you will finish the season with more than half the buy unsold. Compare your sell-through percentage against the share of the season already elapsed — if it is running below that, you are behind.
Common mistake
Reading a strong number without checking what is still on order. This calculator uses units received, which is the standard measure — but if you ordered 500 units and only 200 have landed, selling 150 of them is 75% sell-through on 40% of the buy. The 300 units still on the water will reset that number the week they arrive. Read sell-through and your on-order position together before you reorder.
What to do about it
Behind at the quarter mark is usually a placement or price problem rather than a demand problem: move it to a stronger fixture, check the price against the competitor set, give it two weeks. Behind at the halfway mark is a markdown decision. Take the first markdown while you still have enough units left for it to generate real cash — waiting until week 10 means a deeper cut on fewer units.
Questions
What is a good sell-through rate?
There is no single number. For seasonal fashion, 60–80% by mid-season is healthy. For basics and replenished lines, a steady monthly rate matters more than a seasonal total. Judge it against your own season length and the margin you need to protect.
How is sell-through different from inventory turnover?
Sell-through looks at one buy over one period — how much of this delivery has gone. Turnover looks at the whole business over a year — how many times average stock is replaced. Sell-through is a buying decision; turnover is a cash decision.
Should returns be included?
Yes — net returns out of units sold. A 25% return rate on an online line will make a slow seller look healthy if you count gross units.