Target Teams with Shopify to Bring DTC Brands into Marketplace, Stores

A shopper browses the Target Plus marketplace.

Target has entered a new partnership with Shopify that will allow U.S.-based Shopify merchants to apply to sell through the Target Plus third-party marketplace, and in some cases in Target’s physical stores. Among the Shopify brands already selected to be included on Target Plus are T-shirt brand True Classic and baby brand Caden Lane.

Sample of a brand page on the Target Plus marketplace.
Sample of a brand page on the Target Plus marketplace. (Image courtesy Target)

Unlike many other third-party marketplaces, Target Plus is invite-only, meaning that only selected merchants are given the opportunity to sell through the platform. Even so, the Target Plus marketplace has grown substantially since its 2019 debut and now features more than 2 million products from more than 1,200 partners, including brands such as RuggableCrocsMaui Jim and Timberland.

“Target Plus invites consumers to explore a curated collection of products from vendors we trust, so they can shop our assortment with confidence,” said Cara Sylvester, EVP and Chief Guest Experience Officer at Target in a statement. “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.” 

Shopify merchants seeking to sell through Target Plus can now apply via Shopify’s Marketplace Connect app.

“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 in a statement. “Partnering with Target helps high-growth brands like Caden Lane and True Classic reach millions of new loyal customers and take their business to the next level.”