Share of shelf describes how much physical or digital space a brand occupies at a retail partner compared to competing brands. This can include product assortment depth, placement, visibility, and frequency of promotion.

In wholesale, share of shelf is a leading indicator of future sell-in. Brands with higher share of shelf tend to achieve higher reorder rates and stronger long-term performance. Improving share of shelf requires consistent execution, stock availability, and retail enablement rather than one-time campaigns.