How to Get In-Store Sell-Through Data from Retailers
What EDI 852 Is, Why It Matters, and How It Integrates with Your ERP
If you run an ecommerce or retail brand and sell through physical stores, you've probably asked: "What’s actually selling on the shelf?"
It’s one thing to ship product to your retail partners—but it’s another to understand what happens once it lands in stores. This is where EDI 852, also known as Product Activity Data, comes into play.
This guide will explain what EDI 852 is, how leading retailers like Walmart, Target, and CVS use it, why it’s not more common despite its value—and how it integrates into ERP systems of all sizes and styles (including both legacy platforms and newer cloud-based options).
What is EDI 852?
EDI 852 is an electronic data interchange (EDI) document that retailers send to their suppliers. It contains detailed information on sales and inventory activity—often referred to as POS (point-of-sale) or "sell-through" data.
An 852 file typically includes:
Units sold (per SKU, per store, or region)
Current inventory on hand
Quantities on order or received
Store-level or distribution center data
Optional: sales in dollars, historical data, or forecasts
This data enables brands to calculate:
Sell-through rates
Weeks of supply
Retail inventory turnover
Think of it as a weekly or daily “report card” showing how your products are performing in stores you don’t directly control.
What Retailers Support EDI 852?
EDI 852 is not universal, but it’s widely used by major retailers that prioritize inventory transparency and collaborative replenishment. Some examples include:
Walmart: Sends EDI 852 for VMI relationships, showing store sales and stock levels.
Target: Mandates 852 feeds for vendors to support replenishment planning.
CVS Pharmacy: Uses 852 in scan-based trading (SBT), sending POS data to vendors weekly.
Walgreens: Lists 852 as a required EDI doc for certain product categories.
Lowe’s: Shares granular unit/case data in 852 for home and garden suppliers.
Kroger: Includes 852 in its VMI program, providing daily updates on inventory and sales.
Tractor Supply Co.: Uses 852 in simplified formats for product activity monitoring.
Why Should Founders Care?
Without access to store-level POS data, you're operating blind. You might think product is sitting on shelves—when in reality, it's out of stock and you’re missing sales.
With EDI 852, you gain:
Visibility into what’s selling, where, and how fast
Signals for replenishment before the retailer even places an order
Data for forecasting, promotions, and regional sales trends
For brands operating under vendor-managed inventory (VMI), EDI 852 is non-negotiable—it’s the foundation for determining when and how much to restock.
How EDI 852 Integrates Into ERP Systems
Unlike a purchase order or invoice, the 852 is informational. It doesn’t generate a transaction—it fuels decisions.
Here's how it’s typically handled:
Received via EDI: Often through AS2 or VANs like SPS Commerce, TrueCommerce, or DiCentral.
Translated & Parsed: The raw file is converted into usable formats (CSV, XML, JSON).
Stored in ERP or BI system: Sales and inventory data are logged by SKU and store.
Used by Planning Teams: Demand planners and inventory managers use it for forecasting, replenishment, and KPI reporting.
Legacy ERPs like SAP and Oracle often require custom integrations, IDoc mapping, or middleware to ingest 852 data. Modern cloud ERPs like NetSuite or Acumatica usually rely on third-party connectors or platforms like Celigo or Boomi to import POS data into custom records.
Then there are purpose-built inventory and fulfillment platforms—like Luminous, for example—that support native ingestion of EDI 852 feeds. These systems are often more agile, enabling:
Automatic 852 reconciliation against inbound shipments
Real-time dashboards with store-level inventory and sell-through trends
Proactive replenishment suggestions
For brands not ready to build a full EDI pipeline, some platforms also offer integrations with analytics tools that convert 852 data into digestible insights.
Why EDI 852 Isn’t More Common
Despite its value, many retailers and suppliers don’t use 852 broadly. Why?
Complexity: Files can be massive, containing thousands of rows of data.
Inconsistency: Every retailer implements their own flavor of 852.
Data Quality: If a retailer's inventory is inaccurate, the 852 is too.
Supplier Readiness: Many brands don’t have tools or teams to interpret the data.
Portal Alternatives: Retailers like Walmart and Amazon offer web dashboards (e.g., Retail Link) that reduce the need for raw EDI feeds.
E-commerce Disconnect: Online platforms typically use APIs—not EDI—to share sell-through data.
Still, for omnichannel brands or those operating in wholesale/VMI channels, 852 can be a game-changer—if your systems are ready to handle it.
TL;DR for Founders
If you’re scaling a CPG or retail brand and want to know what’s actually happening in-store, EDI 852 is the key. It gives you visibility into your shelf performance, lets you measure sell-through, and helps prevent stockouts.
The question isn’t whether 852 is useful—it’s whether your systems are ready for it. Legacy ERPs often need expensive customizations. Cloud ERPs rely on third-party tools. Purpose-built tools like Luminous support 852 natively and may offer a faster path to actionable data.
Sources:
SPS Commerce EDI 852 Overview
Effective Data: What Is EDI 852?
Infocon Systems on Walgreens EDI
SAP Help Portal: EDI PROACT (852) in APO
Crossfire Integration EDI Guide
CVS SBT EDI Guide
Target Partners Online: EDI Specs