Why products on Target’s 3rd-party marketplace may be heading to stores

MINNEAPOLIS – Target has struck an alliance to expand the brand assortment on Target Plus, the company’s invite-only, third-party online marketplace.

Through a new partnership with Shopify, Target Plus will offer a curated assortment of new and on-trend products. Target also will be the first mass retailer to work with Shopify to bring select merchants’ products into its physical stores – a process that will begin “in the months to come.”

Shopify merchants in the U.S. can apply to sell online on Target Plus through Marketplace Connect, an app enabling merchants to sell and manage orders on leading marketplaces like Target Plus.

“Our partnership with Shopify extends the breadth of thoughtfully designed and affordable items available to discover and enjoy as part of Target’s distinctive mix of brands shoppers love,” said Cara Sylvester, Target’s executive vice president and chief guest experience officer.

Launched in 2019, Target Plus has helped Target.com grow its online assortment by adding trending, premium, direct-to-consumer and national brands. The Target Plus marketplace now encompasses more than 2 million products from brands like Ruggable, ranging from home and sporting goods to apparel. The more than 1,200 brands on the marketplace are chosen by Target’s in-house team to complement its existing assortment.

“It’s table stakes for merchants to be everywhere customers are, and as the world’s leading retail operating system, we make it easier and more accessible for brands to sell directly to their customers on the best channels,” said Harley Finkelstein, president of Shopify.

See also:

  • Target CEO: ‘We are firmly on track’
  • Target’s home sales still contracting. Will 2024 turn the tide?

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