Sell-In vs. Sell-Through

Quick Answer: Sell-In records when your brand ships product to a retailer. Sell-Through records when the retailer sells that product to a consumer. Sell-Through data is submitted by emailing your weekly report to your unique Moselle data address ([your-company].mail.moselle.io). Sell-In data is managed through the Data Room.

What Is the Difference?

When brands sell through retail partners, there are two distinct points at which a "sale" is recorded:

Sell-In : When the brand ships product to the retailer. This reflects purchase orders (POs) placed by the retailer and is owned by the brand.

Sell-Through : When the retailer sells that product to the end consumer. This reflects actual point-of-sale (POS) transactions and is owned by the retailer (e.g., Sephora, Ulta Beauty).

These two numbers are often very different. Sell-Through is the ground truth of consumer demand — it reflects what shoppers are actually buying, week over week, at each store. Forecasting from Sell-Through leads to more accurate replenishment recommendations and earlier visibility into slow-moving SKUs.

	Sell-In	Sell-Through
Measures	Brand shipments to retailer	Consumer purchases at retail
Data Owner	Brand	Retailer
Timing	Can precede actual demand by weeks	Reflects real-time consumer demand
Common Source	ERP, order management system	Sephora Brand Portal, Ulta Partner Hub
Best Used For	Supply and production planning	Demand forecasting and replenishment

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Updating Sell-In Data

Sell-In data is updated through the Data Room.

How do I Upload Sales Data to Moselle?

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How to Submit Sell-Through Data

Sell-Through data is submitted by emailing your weekly retailer POS report directly to Moselle. Once processed, Mo can answer questions about your sell-through performance.

Time Required: 2 minutes per submission Processing Time: Up to 1 business day

1

Download Your Weekly Report

Log into your retailer's vendor portal and download your weekly POS or sell-through report.

• Sephora — Available via the Sephora Brand Portal

• Ulta Beauty — Available via Ulta Partner Hub

• Other retailers — Download from your assigned vendor portal

Accepted formats: Excel (.xlsx) or CSV

2

Email the File to Moselle

Send the report as an attachment to your Moselle data email address. This address is unique to your account and follows the format:

[your-company].mail.moselle.io

Not sure what your address is? Contact your Customer Success Manager — they can confirm the exact email for your account.

Do not leave the subject line blank. A clear subject line is required for the system to route and process your file correctly.

3

Use a Clear Subject Line

Your subject line must include:

1. The retailer name

2. What the data represents (report type, week, region, or other identifier)

Examples:

• Sephora Best Seller Week 30

• Ulta USA Weekly Sales

• Nordstrom POS Data June

The more specific your subject line, the faster and more accurately the system can process your file.

4

Wait for Processing

Moselle will process your file within 1 business day. You do not need to take any action during this time.

5

Ask Mo for Your Sell-Through Data

Once your file has been processed, open Mo and ask about your sell-through performance. Mo will have access to the updated data and can answer questions like:

• "What are my top-selling SKUs at Ulta this week?"

• "Show me my sell-through rate at Sephora for the last 4 weeks"

• "Which stores are underperforming on [product]?"

Mo will let you know if it cannot find data — in that case, check that your email was sent with a clear subject line and allow up to 1 business day for processing.

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Frequently Asked Questions

What happens if my subject line isn't clear enough?

The system uses the subject line to identify the retailer and data type. A vague or missing subject line may cause processing delays or errors. If your data doesn't appear within 1 business day, re-send the email with a clearer subject line (e.g., "Ulta USA Weekly Sales Week 32").

How often should I submit Sell-Through data?

Most retail partners (Sephora, Ulta) provide POS data on a weekly basis. We recommend submitting on a weekly cadence to keep your forecasts current and ensure Mo has the most recent demand signal available.

My retailer uses different SKU codes than my internal system. Will Moselle handle that?

Yes. Moselle supports SKU mapping between retailer item numbers and your internal SKUs/UPCs. This is configured during onboarding. Reach out to your Customer Success Manager if you need to update or add mappings.

What is a healthy sell-through rate?

This varies by category, channel, and product lifecycle stage. As a general benchmark, a sell-through rate of 80% or above is considered healthy in most beauty and personal care categories. Your Customer Success Manager can help you interpret your sell-through data in context.