Michaels Aims to Enlarge Online Assortment More than 4X with Digital Marketplace

Michaels has launched an online marketplace featuring an expanded product assortment from a curated selection of third-party sellers. The marketplace is designed to exponentially grow Michaels’ online assortment in both new and existing categories by taking the product assortment on its U.S. site from 250,000 to more than 1 million SKUs.

Michaels’ marketplace also is designed to benefit third-party sellers by forgoing subscription or listing fees in favor of a standard commission rate. The retailer is accepting sellers from categories including arts and crafts supplies, candle and soap making, leather and woodwork, baking, tools and tech, yarn, stitchery, kids, toys, education, journaling and seasonal products.

The marketplace also includes a full-service portal that will help merchants manage their business on and enable direct integration, including a suite of Seller-APIs and connections with multichannel integration partners like ChannelAdvisor and ShipStation.

“The launch of Michaels’ curated marketplace for arts, crafts and décor is the next phase of our ongoing digital transformation to be the destination for all creatives to get inspired, learn, shop and create,” said Heather Bennett, EVP of Marketing and Ecommerce at Michaels in a statement. “By more than quadrupling our online assortment across categories including candle and soap making, leather work and more, Michaels will ensure every customer can find what they need to bring their creative dreams to life no matter their craft.”


Other retailers also have launched marketplaces to enhance their online offerings for both products and services. Recent introductions include:

  • Macy’s, which is offering an assortment from 400 new brands across 20 product categories at launch;
  •, which offers items from 200 brands across 15 categories, including home décor, spa gift baskets, party supplies and DIY activities; and
  • The Home Depot, which launched a jobseeker marketplace called the Path to Pro Network to connect skilled tradespeople with hiring trades professionals.

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