Mass movement erosion on the gully sidewalls is recognized as an important erosion mode and sediment source in hilly and gully watersheds. However, the trigger of mass movement erosion and transport of gravity-detached material remain poorly understood. A series of rainfall simulation experiments were conducted on six loess gully sidewall models, with a height (1 m), three rainfall (60 mm, 48 mm and 24 mm) and two slope gradients (70° and 80°), to quantitatively explore the sensitivity factor and transport mechanisms of mass movement. Results revealed that the accumulation volume and initiation of the mass failure were significantly influenced by rainfall amount. The accumulative volume of failure events was observed to increase in a linear pattern with increasing rainfall amount. The minimum cumulative rainfalls for the initiation of mass failure on the loess gully sidewalls were approximately 43.6, 28.2 and 65.6 mm for short-duration and high-intensity, medium-duration and moderate-intensity and short-duration and moderate-intensity rainfalls, respectively. This implied that the initiation of mass failure was more prone to rainfall events with a medium-duration and moderate-intensity than those with a high intensity and short duration. Rainfall amount and initial slope gradient were the most sensitive elements driving the number and volume of the mass movement erosion. Mass movement erosion raised sediment concentration, but the eroded material was unable to be transported by runoff in a timely manner. Average sediment concentrations at the model outlet increased by 1.9–11.9 times following the occurrence of mass failures compared to those before. A low instantaneous sediment delivery ratio of 0.032 for the mass movement erosion. The experimental findings help comprehend the influence of mass movement erosion on sediment supply on the gully sidewall in the hilly and gully network, i.e. the Loess Plateau.