What is share of shelf (online)?
A brand's share of the products a retailer lists in a category, measured on the retailer's website.
Definition
Online share of shelf is the number of a brand's products in a retailer's category divided by all products in that category at that retailer.
Formula
Share of shelf = brand's products in the category at the retailer / all products in the category at the retailer
Worked example
A retailer lists 400 running shoes. 60 are from one brand.
That brand's online share of shelf in running shoes at that retailer is 60 / 400 = 15%. Tracked weekly, a fall to 45 of 400 (11%) shows the retailer cutting the brand's range.
How Data Purl measures it
Because every product is mapped to one standardized category tree and every brand to its owner, Data Purl can compute share of shelf consistently across retailers that use very different site menus.
Why it matters
Changes in share of shelf reveal which brands retailers are backing or dropping, often a season before it shows up in reported sales.
Pitfalls
- Share of shelf measures assortment presence, not share of sales.
Questions
What does share of shelf mean?
It is the share of a retailer's range in a category that belongs to one brand. Online, it is counted from the products listed on the retailer's website.
Is share of shelf the same as market share?
No. Share of shelf measures presence in the range, not sales. A brand can hold a large share of shelf with weak sell-through, or a small share with strong sales.
Related
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