Two-minute sell-outs are a con, according to Queue-it chief executive Niels Henrik Sodemann.

In a video blog, Sodemann said that fans are being misled by regular reports of concerts featuring stars such as Adele selling out in a matter of seconds. He said it is also important that executives throughout the industry are also aware that their companies cannot actually compete with these exaggerated sell-out reports.

In the video, Sodemann – whose online queue management system allows operators to gain control of webshop overload during extreme traffic peaks – details the definition of a sell-out, and looks at how matters such as basket timeouts delay the possibility of all tickets being bought.

With many timeouts being 10 minutes, Sodemann argued it is impossible for all tickets to an event to be sold to end users in less than 20 minutes.

Can you sell-out in 2 minutes? No, learn why!

“It’s not possible to sell out in less than two times the basket or cart timeout time,” he said. “It is important that end users are aware of what a sell-out means, and we must handle their expectations. If tickets seem to be gone after four minutes, but they are actually just reserved and become available again 10 minutes later, disappointed fans may feel the system is rigged.”

The video explains the purchase journey on a ticketing platform and why the timeline to selling out is tightly connected to this process.

Queue-it said: “The talk contains valuable insights into the typical timeline of a ticketing onsale, and delivers recommendations on key ways of handling successful onsales and smoothing the process both for your business and for your end-users.”