Active listings, items sold, period. One number, and what it means for the store.
Sell-through rate
31.7%
Well below the target pace. Most of the store is sitting. It can still be profitable, especially with high-ticket or slow-category stock, but cash is coming back slowly and old listings drag on search. Check listing age first, then price, then whether the category sells on eBay at all.
Flippedit scores this every day from your synced listings and sales.Start free trial
The target is one sale a day for every 100 active listings. Over 90 days that is 90 sales per 100 listings, so a 90% rate. At that pace an average item sells within about three months, which means three things: the cash you spent on stock comes back three or four times a year instead of once, listings sell before they pass the 60 to 90 day mark where eBay's search stops favouring them, and you are not carrying a growing pile to reach the same income.
Below 90% is not a failure. Plenty of profitable stores run at 40% or 60%. It is slower: the same income needs more stock listed and more cash tied up, and the old listings pull the rest of the store down in search. Flippedit uses 90% as the Store health default, and you can set your own.
High volume, low rate. 2,000 active listings, 500 sold in 90 days. That is 25%, well under target, and the store might still be the most profitable of the three. Cheap stock listed fast and left to sit is a strategy. The number is telling you capital is tied up, not that the business is failing.
High ticket, low rate. 80 listings of $300 parts, 20 sold. 25% again, but each sale carries $100 of profit and a 60-day wait is normal for the category. Set the target lower and judge it on days to sell.
Steady flipper, on target. 150 listings, 140 sold. 93%. Stock is moving at the pace it was bought. If listings are thinning, the constraint is sourcing, not selling.
Sell-through is a velocity number, not a profit number. It says how fast stock turns, not what you kept. Read it next to margin and listing age: a low rate with good margin means money is sitting, a high rate with thin margin means you are working hard for little. The sell-through rate guide covers what moves it, and Store health tracks it against your own target.
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Quick answers on sell-through rate.
Items sold in a period divided by the listings you had active, as a percentage. 38 sold from 120 active listings over 90 days is a 31.7% sell-through rate.
It depends on category and price point. Flippedit scores against a default target of 90% over 90 days, which is roughly one sale a day per 100 active listings, and you can change it. Under 50% usually means stale stock or pricing. Well over 100% often means you are selling faster than you restock.
90 days smooths out slow weeks and matches how eBay tends to judge a store. 30 days is fine for a quick check. This calculator scales a 30-day figure to a 90-day equivalent for the read-out.
It tells you whether the store is healthy or just busy. A good sales week can hide a store that is slowly going stale. Low sell-through also drags on how eBay's search ranks every listing you have.
Yes. Store health uses the same formula as this calculator, sold items in the last 90 days divided by current active listings, from your synced listings and sales, scored against a target you set. No counting by hand.
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