Common Questions

These three terms describe different points in the distribution chain. Sell-in is what you ship from your brand to a distributor or retailer — it comes from your own systems and is easy to track. Sell-out is what end consumers actually purchase at the point of sale — this data comes from retail partners and is the hardest to collect. Sell-through rate is the percentage of inventory that has sold vs. what was received; it is the key efficiency metric for wholesale partners. Most inventory mistakes happen because brands make replenishment decisions based on sell-in (what they shipped) when they should be using sell-out (what actually sold at shelf).