Data & Insight · 2 September 2026
Sell-in is not sell-out, and only one of them matters
Most producers manage their business on sell-in: what left the warehouse, what was invoiced, what the distributor ordered. It is the easiest number to get and the least informative one you can run on.
Sell-in is a measure of how much stock you pushed into the channel. It can rise for months while the shelf is not moving at all, and the correction, when it comes, arrives as a cancelled order and a warehouse full of short-dated product.
Sell-out — units actually scanned at the till, by store and by week — tells you whether the pack size works, whether the price point works, whether the promotion did anything, and which stores should never have been listed. Ask for it before you sign with anyone.
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