Overview
Sell-through rate is the percentage of available inventory you sell in a given period. It is calculated as units sold divided by units received (or on hand), expressed as a percentage.
It tells you how fast a product is moving relative to how much you stocked, which matters when creator-driven demand can spike unpredictably.
How it works
If you received 1,000 units and sold 650 in a month, your sell-through rate is 65%. A high rate means strong demand and possible stockout risk; a low rate means overstock or weak demand.
Why it matters
On TikTok Shop, a viral creator push can drain inventory fast. Tracking sell-through helps you reorder before you stock out and avoid leaving GMV on the table when demand surges.
How brands use it
Brands monitor sell-through per SKU to time reorders, decide which products to push harder with creators, and avoid tying up cash in slow movers.
