Advertisement

Target Invites Select Group Of Third-Party E-Commerce Sellers

Target is allowing certain third-party retailers to sell goods on its site on an invite-only basis through a program called Target +, according to CNBC. Participating merchants will be responsible for their own shipping and other costs under the new initiative.

The retailer will prioritize companies in categories where it has already seen high demand on target.com, such as sporting goods, toys, home goods, electronics, musical instruments and outdoor gear. Target already is in contact with retailers and brands operating in some of these areas, including Mizuno, Kaplan and Casio.

Shoppers who purchase through Target + will still receive the standard 5% discount for using a Target credit card, along with the associated free shipping. Additionally, Target will accept returns of items purchased through the program at its stores.

Advertisement

“We see this as a long-term opportunity to drive profitable growth,” said Rick Gomez, CMO and CDO at Target in an interview with CNBC. “This is intended to be a very curated and select group of products and brands. We are reaching out to the brands we want.”

Target’s approach differs from rival Walmart, which has been working to open up its site as an “online mall” for others companies. Retailers with their own web sites on walmart.com include third party brands such as Lord & Taylor and Walmart-owned companies such as Moosejaw.

Walmart has faced some challenges in the process: five outdoor brands pulled their products from Moosejaw’s site, for reasons including that it looked too much like walmart.com, and pressure from specialty retail partners, according to Outside. However, the results have been positive overall, and Walmart reported 43% e-Commerce growth in Q4 2018.

Target’s own Q4 2018 earnings will be under scrutiny when they are released on March 5, as the company reported a 29% jump in e-Commerce sales during the holidays. This significantly outpaced the retailer’s overall holiday sales, which grew a comparatively modest 5.7%.

Featured Event

View the Retail Trendcaster Webinar Series on-demand to uncover key 2025 retail trends, from AI and personalization to social commerce. Gain expert insights, data-driven predictions, and actionable takeaways to stay ahead in a rapidly evolving market.

Advertisement

Advertisement

Retail Trendcaster Webinar Series
Days
Hours
Minutes
Seconds

Uncovering What’s Next in Retail

On-Demand Limited Video Series

Q1 is a pivotal time for retail, with experts analyzing holiday sales and forecasting trends. View the full lineup of the Retail Trendcaster video series for insights on consumer spending, AI, personalization, social commerce, and more—helping you focus on what truly matters in 2025.

Brought to you by
Retail TouchPoints
Access Now
Retail TouchPoints is a brand of Emerald X LLC. By clicking the button and submitting information, you acknowledge and agree that your information may be shared with corporate affiliates of Emerald X LLC, and other organizations such as event hosts, speakers, sponsors, and partners. Please read our Privacy Policy and our Terms Of Use for more information on our policies.

Access The Media Kit

Interests:

Access Our Editorial Calendar




If you are downloading this on behalf of a client, please provide the company name and website information below: