By Hemang Nathwani, CEO and Co-Founder at Price Trakker

Retailers have always tracked competitor pricing, yet availability remains one of the most overlooked indicators of market movement.

Pricing tells you how competitors want to position themselves. Availability tells you what is actually happening in the market. When monitored consistently, it gives eCommerce managers an early view of demand shifts, upcoming stock pressure, and short windows of opportunity to secure margin before the rest of the market adjusts.

Availability data is powerful because it reflects real behaviour. If a product suddenly goes out of stock across multiple retailers, it signals a genuine rise in demand or a supply constraint. If stock levels remain high while prices drop, the opposite is likely true.

Availability is therefore a more immediate measure of market sentiment than sales data, which only becomes visible after decisions have already been made.

Many retailers focus almost entirely on price when planning their commercial strategy. Yet price without availability context can be misleading.

For example, if a competitor dramatically reduces the price of a popular product, it may create the impression of a price war. But if that same competitor sells out within days, the retailer who waited may find themselves in a stronger position to maintain a healthier margin.

This kind of insight is valuable, particularly during peak trading periods where stock decisions have disproportionate impact.

Monitoring availability also helps teams understand where competitors may have misjudged demand.

When retailers sell out earlier than expected, it can create natural breathing room in the market. Shoppers who cannot find an item from their usual brand will look elsewhere, often paying full price if the product is essential or if alternatives are limited.

These small gaps in the market can add up to considerable incremental revenue when spotted early.

Availability insight is equally useful when assessing the performance of new products. If a product launches across multiple retailers, early stock movement can reveal whether demand is genuine or driven by promotional activity.

When one retailer sells out quickly while others do not, it may indicate localised demand, stronger presentation, or a more effective marketing message.

When all retailers sell out at a similar pace, this is a clearer sign of broader demand and helps shape replenishment planning.

Retailers also benefit from availability data when reviewing historic performance. Looking back at how stock levels changed during previous seasonal events can highlight patterns that repeat.

For example, certain categories such as toys, small kitchen appliances, and personal care devices often show early availability drops ahead of Black Friday.

This is usually driven by predictable gifting behaviour. Retailers who monitor these patterns can prepare more accurate stock levels and decide where to protect margin instead of discounting too early.

Another advantage of tracking availability is the insight it provides into competitor strategy. Some retailers deliberately create scarcity by running low stock levels to protect margin or build urgency. Others overstock and begin discounting early to move volume quickly.

Observing these behaviours over time helps eCommerce managers anticipate how competitors will act during key promotional periods. This can lead to better planning around price points, campaign timing, and stock allocation.