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  3. /Share of shelf (online)
Glossary

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.

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.

Related

Assortment countDTC vs wholesale mixBrand-to-ticker mapping
  • Commercial due diligence with eCommerce data
  • Mapping a brand's distribution across retailers
  • Monitoring portfolio companies and competitors after the deal
  • Tracking private label share and price gaps
  • Detecting assortment cuts and SKU rationalization

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Data Purl

Data Purl turns public retailer websites into investment-grade data: SKU-level price, discount, availability and assortment history across 400+ retailers back to 2013, with brands resolved to their owners, public or private, and listed owners mapped to tickers.

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400+
retailers
1,900+
public companies mapped
4,000
product categories
2013
history back to

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