Order flow describes how orders move through a wholesale business over time across retail partners. It reflects the rhythm, consistency, and distribution of reorders rather than total revenue alone.

Healthy order flow means orders arrive steadily, reorders happen before stock runs out, and performance is spread across more than just a few top partners. Weak order flow shows up as spikes, gaps, late reorders, and overreliance on a small group of accounts.

Monitoring order flow helps sales teams understand where execution is breaking down. Improving order flow often has a larger impact on wholesale growth than adding new partners, because it stabilizes revenue and reduces reactive follow-ups.