What it shows
By Brand: Percentage of each brand’s SKUs listed by retailer, giving a quick snapshot of distribution consistency and brand presence.
By Retailer: Number of brands/SKUs each retailer carries, helping compare how widely and deeply they participate in the category.
Why it matters
Coverage reports give you a clear view of how products are distributed across the digital shelf (both your own and your competitors). They answer critical questions like: Where are my products listed? Who’s missing? And how does my brand’s presence compare to others in the market?
Strong coverage means more visibility, more shopper impressions, and higher likelihood of conversion. Weak coverage often signals operational gaps such as missed listings, incomplete data feeds, or lost retail distribution opportunities.
How to use it
If you’re a brand:
Validate product distribution and ensure their SKUs appear as expected across retail partners.
Coverage by Retailer helps identify missing or incomplete listings that could limit visibility and sales.
It also highlights where competitors have broader presence, guiding sell-in priorities and promotional focus.
For brand teams, this data connects directly to execution, distribution health, and the strength of retail relationships.
If you’re a retailer:
Understand brand mix and category balance.
Coverage by Brand helps category managers evaluate whether their assortment has the right blend of premium, mainstream, and value brands, and where gaps or duplication exist.
It supports productive conversations with suppliers during category reviews.
For retail teams, coverage metrics confirm that their assortment strategy aligns with shopper expectations and competitive benchmarks.
Tips & Best Practices
Combine with Average Price to see if pricing aligns with coverage strength.
Drill down to SKU-level visibility to pinpoint missing products
Combine coverage by brand and coverage by retailer to reveal the complete picture of market coverage.