A shift in supply refers to a change in the quantity of a good or service that producers are willing and able to sell at every price level, caused by factors other than the price of the good itself. This shift can either be an increase, where suppliers are willing to sell more at every price, or a decrease, where they sell less. Understanding shifts in supply is crucial for analyzing how market conditions and external factors influence production and pricing, which ties directly into economic models and the dynamics of market equilibrium.