Digital shelf share: definition, formula and example
Digital shelf share is your brand's share of all category listings across a defined set of delivery app storefronts; Dashmote can measure it across 15M+ storefronts tracked. It shows whether your gap comes from missing outlets or too little range in the outlets that already list you.
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The formula
Digital shelf share = your brand's listings in the category divided by all brand listings in the category, times 100, counted across the same storefronts on the same date.
Three choices define the number, and they should be stated next to it every time:
- The category. For example soft drinks, bottled water or beer. Only listings in that category count.
- The storefronts. Usually every outlet on the chosen apps in one city or country that lists the category at all.
- The unit. A listing is one product line on one menu. A can and a bottle of the same drink are two listings.
Worked example
Take one city where 400 delivery outlets list soft drinks. Across their menus there are 2,000 soft drink listings:
| Brand | Listings | Digital shelf share |
|---|---|---|
| Your brand | 760 | 38% |
| Rival brand | 620 | 31% |
| Third brand | 300 | 15% |
| All others | 320 | 16% |
| Total | 2,000 | 100% |
Your brand holds 760 of 2,000 listings, so its digital shelf share is 760 divided by 2,000, times 100, which is 38%. Its numeric distribution is a different number: if your brand appears in 300 of the 400 outlets, its distribution is 75%. High distribution with a lower shelf share means your brand is present in most outlets but with fewer products per menu than its rivals.
How it differs from related measures
- Numeric distribution counts outlets: in how many do you appear at all?
- Digital shelf share counts listings: of everything on offer in the category, how much is yours?
- Share of search counts positions in an app's search results, which depend on the shopper's query and location.
- Market share counts sales, which delivery menus do not show.
A weighted variant gives more weight to listings near the top of the menu, inside a meal deal or with an image. The full KPI set for delivery apps, with formulas, is on listing and availability tracking; the same outlet record also shows the bar and restaurant menu (on-premise brand tracking).
How brands grow it
Shelf share grows in two ways: more outlets list you, or outlets that list you add more of your range. The second is often quicker, because the outlet already buys from you. Find outlets that carry one product but not your core range, get your drink into meal deals, and give your team or agency a fix list for the names and images that need work.
Frequently asked questions
What is digital shelf share?
Digital shelf share is your brand's listings in a category divided by all brand listings in that category, across a defined set of delivery or quick commerce storefronts, times 100. It is the online version of share of shelf in a store.
Is digital shelf share the same as market share?
No. Digital shelf share counts listings on menus and in app assortments, while market share counts sales. A brand can hold a high shelf share and a lower market share if its listings sell less per listing.
What is a good digital shelf share?
A good digital shelf share is one at or above your market share in that category and city, because shelf presence below your sales share usually means lost visibility. Compare it with your main competitor in the same storefronts rather than with a fixed target.
How is digital shelf share different from share of search?
Digital shelf share counts what is listed across storefronts, while share of search counts how often your products appear in an app's search results. Search results change with the shopper's query and location; listings do not.
How often should I measure digital shelf share?
Measure digital shelf share monthly for reporting and more often around listings, promotions or range changes, always on the same storefronts and category definition so the numbers compare.