A sell-through report calculates the percentage of inventory sold within a specific period compared to the amount received from manufacturing. It tells you how much of the stock you delivered to your wholesale customers and to the store floors (or online store) has actually been sold to your customers rather than just sitting on a shelf.
Why It Matters
Performance Tracking: You can see which styles are "best sellers" and which are "bricks" (items not moving).
Inventory Management: It helps you decide whether to replenish stock, offer discounts, or cancel future production.
Negotiation Power: High sell-through rates give you leverage when pitching the next collection to buyers.
How to Pull a Sell-Through Report in Zedonk
Generating a sell-through report usually depends on the sales channels you work with in Zedonk and the version of the Shopify integration.
Once both your wholesale and retail orders are flowing into the system, you can track your sales and sell-through performance using several methods:
- Sales Reports: You can extract detailed spreadsheet reports by navigating to 'Reports' > 'System Reports' > 'Sales' > 'Orders'. The 'Full Quantity Sold By Style' and 'Quantity Sold by Style Size' reports are excellent for viewing the exact units sold, grouped by product and size across both channels. For more granular approach, use Full Order Product Size report where you can filter or group these reports by "Order Type" to easily compare your 'Wholesale' orders against your 'Retail' (Shopify) orders.
- Bestseller Reports: To quickly identify your top-performing items, you can run Bestseller reports (such as 'by Style' or 'by Style Fabric Colour') located under 'Reports' > 'System Reports' > 'Products' > 'Bestseller'. These reports rank your items based on their total sales order quantities.
- Analytics Module: If you subscribe to the Analytics module, the Collection Performance dashboard provides a highly visual breakdown of your post-sales data. It automatically consolidates your sales information to highlight your Sold Styles, Sold Quantity, Average Buy Depth, and Bestsellers, giving your merchandising team a clear view of performance and trends at a glance
Wholesale Only
If you solely work with wholesale and do not use a Shopify integration, tracking your sales performance is very straightforward because all of your data naturally lives within Zedonk's core Sales Orders module.
You can use the built-in reporting tools to monitor your wholesale performance without needing to combine data from external sources:
- Sales Reports: You can extract detailed spreadsheet reports by navigating to 'Reports' > 'System Reports' > 'Sales' > 'Orders'. The 'Full Quantity Sold By Style' report allows you to analyse your product sales order quantities grouped by style. Alternatively, the 'Quantity Sold by Style Size' report breaks down the exact units sold per size, grouped by style.
- Bestseller Reports: To quickly identify what is driving your wholesale demand, you can run Bestseller reports located under 'Reports' > 'System Reports' > 'Products' > 'Bestseller'. Reports such as 'by Style' or 'by Style Fabric Colour' will rank your items based on their total sales order quantities.
- Analytics Module: If you subscribe to the Analytics module, you can use the Collection Performance dashboard to track key post-sales collection data. This dashboard automatically consolidates your wholesale information to highlight metrics like your overall Sold Styles, Sold Quantity, Average Buy Depth, and Bestsellers in a highly visual format, helping your merchandising teams easily spot trends
Shopify Version 1 (Stock Adjustments)
If you are using Version 1 (V1) of the Shopify Connector, your Shopify sales are imported into Zedonk purely as automatic negative stock adjustments.
Because these sales are not recorded as orders in the system, your D2C Shopify sales will not appear alongside your wholesale orders in the standard Sales Reports (such as 'Full Quantity Sold By Style') or the Analytics Collection Performance dashboards.
To track what you have sold through your Shopify store using V1, you will need to use inventory adjustment reports instead of sales reports:
- Navigate to 'Reports' > 'System Reports' > 'Products' > 'Inventory' and generate the 'Full Product Adjustment' report.
- Filter the 'Adjustment Description' column to contain the word "Shopify". This will give you a complete list of all units sold and deducted from your stock via your D2C channel.
To calculate a complete sell-through rate across both your wholesale and D2C channels while using V1, you will need to export your wholesale Sales Order report and your Shopify Full Product Adjustment report separately, and combine the data manually in a spreadsheet.
Shopify Version 2 (Retail Orders)
This specific version imports your Shopify sales directly into Zedonk's Orders module as Retail Orders, making the data available for system-wide reporting.
Once both your wholesale and retail orders are flowing into the system, you can track your sales and sell-through performance using several methods:
- Sales Reports: You can extract detailed spreadsheet reports by navigating to 'Reports' > 'System Reports' > 'Sales' > 'Orders'. The 'Full Quantity Sold By Style' and 'Quantity Sold by Style Size' reports are excellent for viewing the exact units sold, grouped by product and size. You can filter or group these reports by "Order Type" to easily compare your 'Wholesale' orders against your 'Retail' (Shopify) orders.
- Bestseller Reports: To quickly identify your top-performing items, you can run Bestseller reports (such as 'by Style' or 'by Style Fabric Colour') located under 'Reports' > 'System Reports' > 'Products' > 'Bestseller'. These reports rank your items based on their total sales order quantities.
- Analytics Module: If you subscribe to the Analytics module, the Collection Performance dashboard provides a highly visual breakdown of your post-sales data. It automatically consolidates your sales information to highlight your Sold Styles, Sold Quantity, Average Buy Depth, and Bestsellers, giving your merchandising team a clear view of performance and trends at a glance
Shopify Version 3 (Stock Adjustments and Retail Orders)
If you are using Version 3 (V3) of the Shopify Connector, your Shopify sales are imported into Zedonk as both Retail Orders and automatic stock adjustments.
Because V3 imports these sales as actual Retail Orders, you can use the standard Zedonk Sales Reports (such as the 'Full Order Product' or 'Full Quantity Sold By Style' reports) to track your D2C sales, just like you would with V2.
The key difference for reporting with V3: V3 is specifically designed to isolate your retail data, meaning it requires you to create a completely separate season exclusively for your Shopify retail orders.
Therefore, while you can use the system's built-in sales reports to calculate your sell-through, you will not be able to view your wholesale and D2C orders side-by-side within the same season. To get a complete overview of your performance across both channels, you will need to select and run your reports across multiple seasons (i.e., your main wholesale season plus your dedicated Shopify season).