Glossary
Sell-in
Sell-in is what the brand sells to the channel: what leaves the manufacturer or the distributor towards the point of sale. It is the sale that shows up in the brand invoicing, and not necessarily what the end consumer ended up buying.
It is the easiest number to measure and the most misleading if looked at alone: it can be pushed up by loading inventory into the channel, and that sale is paid for later with months of weak orders while the store works through it.
That is why it is always read alongside sell-out. The relationship between the two tells you whether the product is rotating or has simply changed warehouse, which is the difference between growth and a postponed problem.
Where GoDoWorks handles this:GDW Retail