utbudet

Utbudet refers to the set of goods and services that are available for purchase within a market, store, or online platform at a given time. It encompasses both the breadth of product categories and the depth of options within each category. A larger utbud can increase consumer choice and competition, but may also raise logistical and inventory costs, while a smaller utbud can simplify operations but limit options for customers.

In retail and e-commerce, assortment planning focuses on optimizing utbudet to fit customer needs, store format, and channel strategy. This involves decisions about which categories to carry, how many variants to offer per category, and how to balance breadth and depth across price points and brands. Effective utbud management relies on sales data, market trends, and shopper insights, and often uses category management principles to coordinate suppliers and in-store or online presentation.

Common metrics used to evaluate utbudet include assortment breadth (the number of product categories), depth (the average number of SKUs per category), share of shelf or online space, sell-through rate, inventory turnover, and gross margin return on investment. These metrics help determine whether the offered range meets demand efficiently and supports profitability.

Factors shaping utbudet include evolving consumer demand, seasonality, supplier availability, cost structures, and the characteristics of the sales channel (physical store versus online). Strategic choices around utbudet affect consumer welfare, as greater variety can improve access to products but may increase search costs and risk of stockouts, and affect retailer performance through margins, turnover, and customer satisfaction.