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Some Shopify Inc. merchants will be able to get their products in front of more online shoppers via a deal the e-commerce platform has struck with Target Corp.
Announced Monday, the deal enables select Shopify Inc. merchants to feature their products on Target Plus, the retailer’s third-party, curated marketplace.
Target says the partnership will expand Target Plus through an assortment of new and trending products and brands like apparel retailers True Classic and Caden Lane. Target says it is the first mass retailer to work with Shopify that will see select merchants’ products placed in Target stores in coming months.
Shopify merchant selection for inclusion in Target Plus is via Shopify’s Marketplace Connect app, a tool that enables merchants to apply to sell their products on online marketplaces like Amazon.com Inc., Walmart, eBay Inc., Etsy, and Target Plus.
Target launched Target Plus in 2019. In 2023, as reported by Marketplace Pulse, it had 650 sellers. Payments, at least for one merchant—Ruggable—could be made on Target Plus using the same payment options as for Target’s own items and include Target perks such as a 5% discount when using a Target Circle Card and free shipping on purchases of $35 or more. In its first-quarter results, Target says sales in its digital channels accounted for 18.3% of its overall sales.
Shopify launched Marketplace Connect in 2023 to connect merchants to third-party marketplaces while also managing and fulfilling their orders through Shopify.
