The short definition, also called order fill rate
The share of what a retailer ordered from a brand that the brand actually delivered. It measures the brand's supply performance towards the retailer, not what a shopper sees on the app.
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What fill rate means
When a retailer places a purchase order, the brand or its distributor ships what it can. Fill rate compares the two. With invented numbers: a brand that ships 900 of 1,000 ordered units has filled 90% of the order.
It is a measure of the brand's supply, read from purchase orders and delivery records. Shoppers never see it directly, but they feel it: a low fill rate leaves the retailer short, and the shelf runs out sooner.
How to calculate fill rate
Unit fill rate is units delivered divided by units ordered. Line fill rate counts the order lines delivered in full. Value fill rate weights each unit by its price. Agree which one the retailer uses before you compare numbers.
A worked example, with invented numbers. An app orders three products from a juice brand: 400, 300 and 300 units. The brand delivers 400, 240 and 300. Unit fill rate is 940 of 1,000, or 94%. Only two of the three lines arrived in full, so line fill rate is about 67%.
How it shows up in Indian quick commerce
Trade publications report that quick-commerce apps use fill-rate floors when they decide how much to order from a brand and how prominently to show it. The rules belong to each app and are not public, so treat any number you hear as a report, not a rule. Our post on the reported Blinkit fill-rate floor covers what has been said.
What a brand should check
- Which definition the app's reports use: units, lines or value.
- Fill rate by warehouse or city, not only the national figure.
- Whether stock running out on the app follows weeks with a low fill rate.
Common mistakes
- Confusing fill rate with on-shelf availability: one is supply to the retailer, the other is what the shopper can order.
- Leaving cancelled or amended orders out of the base without saying so.
- Comparing unit fill rate from one period with line fill rate from another.
Do not confuse with
- Availability. Fill rate measures what the brand supplied against what the retailer ordered. Availability measures whether a shopper can order the product at a pin code.
What Rewalto does not measure
Rewalto does not measure fill rate. It comes from purchase orders and deliveries between a brand and a retailer, and neither is public. What Rewalto reads is the shopper's side: whether a product shows in stock at a pin code, on a dated day.
Published 28 October 2026.