The true cost
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Normal trading
£
%
The outage
wks
%
Recovery assumes velocity returns gradually rather than instantly. The dip is the average shortfall across the recovery period, not the worst day.
Lost sales
£77,734
Lost contribution
£27,207
That 9-day outage cost £77,734 in sales and 6 weeks of rank recovery. 58.3% of the damage happens after you are back in stock.
Where the loss comes from
Normal daily revenue£3,599
Lost sales during 9 days out of stock£32,389
Lost sales during 6 weeks of recovery£45,345
Total lost sales£77,734
Lost contribution at 35%£27,207
Units not sold2,592
Excludes the knock-on effects that are harder to price: review velocity, lost Buy Box share to competitors who did stay in stock, and any advertising spend wasted driving traffic to an unavailable listing.
Let's work together
Stopping it happening again
Stockouts are a forecasting and inbound problem, not bad luck. Tell us how you plan replenishment today and we will tell you what we would change.
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