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Catalogue renewal

Catalogue renewal is the regular replacement of part of a store's range with new products, keeping the ones that start to sell and dropping the rest.

How it works

Done steadily, renewal changes where revenue comes from. Over a year, a growing part of it comes from products that were not on the shelf at the start. The new product vitality index measures this as the share of revenue from new products.

Renewal is about what is on the shelf, not how much. In GetProfit data on 144 catalogue expansions of more than 20% of active products (June 2025 – June 2026), revenue rose 17.8% in the month of the expansion. In the two months after, it changed by +0.5% and −1.6%. Each figure is measured against other stores in the same month.

The share of revenue from new products, by contrast, goes together with growth. Our analysis of 100 stores compared the first three months of June 2025 – June 2026 with the last three. Stores that doubled revenue got 47.3% of their last three months’ revenue from products that did not exist at the start, and stores that declined got 26.1%. The link held whether a store cut, held or raised its ad spend.

Where you see it

  • GetProfit portal: in Products and labels, products just added or never shown yet get the Newcomers label: there is no data to judge them by yet.

Example

Example store, not client data.

The tableware shop made 180,000 in revenue this month. Of that, 54,000 came from products it did not sell a year ago. Its share of revenue from new products is 54,000 ÷ 180,000 = 30%.

Not to be confused with

  • Product cannibalisation — new products take sales from old ones instead of adding to them. Then the share of revenue from new products rises while total revenue stands still. In our analysis of 100 stores, those that doubled also saw revenue from old products grow, to 126% of the starting level. Their new products added sales on top.

Right and wrong readings

  • Wrong: “Half of this month’s revenue comes from new product IDs, so the range has renewed.” Right: a product whose ID changed in the feed counts as new in any ID-based measure. Renewal means products the store did not sell before, not old ones under new IDs.

Sources

  • GetProfit data: 144 catalogue expansions, June 2025 – June 2026 — revenue in the month of expansion and the two months after.
  • GetProfit data: 100 online stores, June 2025 – June 2026, first three months of the window against the last three — share of revenue from new products.