The Target Plus marketplace is this US retailer’s bet to compete with other major eCommerce marketplaces such as Amazon, Walmart, and Shopify. Their growth in the last few years has been very remarkable. And so, many sellers want to expand and learn how to start selling on Target.
However, several factors differentiate Target Plus from the competition and make it attractive to new customers. It’s an invite-only marketplace with unique SKUs and a broad reach across the entire US.
In this guide, we’ll break down how Target Plus works, who it’s for, and what sellers need to know before applying.
What is Target Plus?
Target Plus is Target’s official online marketplace where select third-party businesses can sell their products directly on Target.com.
Unlike Amazon or eBay, where anyone can sign up and list products immediately, Target Plus is invite-only.
Target hand-picks every brand. They only invite sellers who offer high-quality products that Target doesn’t already stock themselves.
To a shopper, a “Target Plus” item looks almost identical to a regular Target item. It appears in the same search results and can be bought in the same cart.
How Target Plus Differs From Amazon and Walmart
You cannot “apply” to Target Plus in the same way you sign up for Amazon or Walmart. Even though it is invite-only, you can position yourself to be invited. We’ll see more on this later.
A consequence of this feature is that Target Plus has very few sellers. You generally won’t see 20 different companies fighting under the same niche. Ferocious Buy Box competitions don’t exist in Target.
Additionally, Target ensures SKU exclusivity. If your product is approved on Target Plus, then no other seller can list the same SKU. This is a substantial advantage that really makes a difference for sellers.
Another unique feature of Target is that customers can buy a third-party product online and return it in person at any Target store, which builds immense trust among shoppers and benefits sellers. Customers on Target.com are simply more likely to try a third-party product they knew nothing about.
The Bid Disadvantage
What Target lacks is fulfillment options.
Sellers on Amazon or Walmart can fulfill orders themselves if they choose, as both also offer fulfillment services that are a substantial part of their business models.
Target, on the other hand, does not store your goods. You must ship them yourself or use your own warehouse partner. Order have to be shipped within 24 hours and arrive to buyers in 5 days.
Yes, it’s a wide margin for eCommerce standards, but the lack of other options makes many sellers reconsider if they want to sell on Target. Mainly if they already sell on different marketplaces through fulfillment centers and do not have a structure standing on their own.
Who Is a Good Fit for Target Plus
The ideal candidate for Target Plus is essentially a proven, high-quality US brand that can operate independently of Amazon’s or Walmart’s logistics.
Since Target Plus is invite-only, you need to look like the kind of partner they want to invite. Here is the checklist of what makes a business a good candidate:
- High sales on other channels.
- Strong online presence: Target usually considers brands with top-notch and professional websites with great brand reputation and performance. This also extends toward ratings and reviews, which have to be excellent.
- Have a US business entity, bank account, and ship from within the US.
Requirements to Sell on Target Plus
There’s a set of requirements of all kinds you need to follow to be a candidate for Target Plus:
1. Business Requirements
Target generally does not work with international-only entities for this program; you must be established in the US.
- US Presence: You must have a registered US business entity and a physical US address.
- Financials: We’re talking about 10 million dollars in sales across all eCommerce platforms. If you do’t have this, then Target will not consider you. A US bank account and a valid EIN (Employer Identification Number) for taxes (W-9 form).
- Business Verification: You typically need a DUNS Number (a unique 9-digit ID used to verify business credit and legitimacy).
- Insurance: You are required to have Commercial General Liability Insurance (often with coverage limits around $1M–$5M, depending on your category) to protect Target from liability.
2. Logistics Requirements
This is where most Amazon sellers fail.
You cannot use Amazon FBA (Fulfillment by Amazon) or Walmart WFS to ship Target orders. Target uses specific labels for its inventory and products; without them, they are not allowed in the marketplace.
If you’re an Amazon seller, though, you can consider joining the AWD program. But that would be optimal once you’re settled in both marketplaces.
You must ship from a warehouse inside the United States. No drop-shipping directly from overseas (e.g., China), meaning you are generally restricted to major carriers like UPS, FedEx, or USPS.
3. Product Requirements
Barcodes: Every product must have a valid GS1-certified UPC or EAN. You cannot use internal SKUs.
Images: Photos must be professional quality on a pure white background.
Exclusivity: Target prefers brands that are not already sold in Target’s physical stores. They want to expand their assortment. As a result, they’re looking for brands that sell unique, original products.
4. Technical Requirements
EDI Connection: Unlike Amazon, where you can manage everything manually on a webpage, Target relies on EDI (Electronic Data Interchange) to automate orders and inventory updates.
How the Target Plus Application Process Works
The application is actually a review process you can apply for through the Target Plus website
This is how the application looks:
You should know that Target says it aims to respond within 30 days, but many sellers never hear back if they aren’t a good fit.
Conclusion
Target is definitely worth it if you’re a candidate. It’s a marketplace where sellers don’t suffer the most significant pain points of Amazon or Walmart, meaning the corrosive competition and high return rates.
However, the vast majority of sellers aren’t making more than 10 million dollars to consider Target. That’s why focusing on growing in the other marketplaces is the best strategy possible. It’s the path to earn the experience you will need and build a compatible infrastructure.
Frequently asked questions (FAQs)
Is Target Plus the same as selling directly to Target?
No. Selling on Target Plus means you remain the seller of record and sell as a third party on Target.com. Selling directly to Target is a wholesale relationship where Target buys your inventory and resells it.
Can anyone apply to Target Plus?
Target Plus is invite-only, but there is an application form on Target’s website. Submitting it does not guarantee acceptance. Target only moves forward with brands that meet their business, logistics, and brand standards.
Do I need a US business to sell on Target Plus?
Yes. You must have a registered US business entity, a US bank account, a valid EIN, and ship orders from within the United States.
What are the shipping requirements for Target Plus?
Orders must ship within 24 hours and arrive to the customer within five days. You must use approved carriers such as UPS, FedEx, or USPS.
What fees does Target Plus charge sellers?
Target Plus typically operates on a commission-based model. Instead of a monthly subscription fee like Amazon, Target takes a percentage of each sale. The exact commission rate varies by category and is negotiated during onboarding.
How long does it take to get approved for Target Plus?
Target states they aim to respond within 30 days after application. In reality, response times vary. Some brands hear back within a few weeks, while others may not receive a response if they are not a fit.
Can I use a third-party logistics provider (3PL) for Target Plus?
Yes. You can use your own warehouse or a US-based 3PL partner. However, they must meet Target’s shipping standards, including the 24-hour ship window and five-day delivery requirement.
Does Target Plus offer advertising options?
Yes. Target offers advertising through Roundel, its in-house retail media network. Once onboarded, sellers can run sponsored product ads and other media placements to increase visibility on Target.com.
Can I sell the same products on Amazon and Target Plus?
Yes. Target does not require marketplace exclusivity. However, pricing consistency and brand positioning matter. Target expects competitive pricing and a strong brand presence across channels.
What categories perform best on Target Plus?
Target Plus performs especially well in home goods, beauty, apparel, baby products, and lifestyle categories that align with Target’s core customer demographic. Brands that match Target’s design-forward and value-driven positioning tend to perform strongest.
Can resellers or distributors sell on Target Plus?
Target typically prefers working directly with brand owners. While exceptions exist, distributors and resellers generally face a much higher barrier to entry unless they represent a unique assortment or exclusive partnership.
What happens if I cannot meet Target’s shipping standards?
Failure to meet shipping and delivery SLAs can result in penalties, reduced visibility, or removal from the program. Operational reliability is a major factor in maintaining good standing on Target Plus.
Is Target Plus better than Amazon?
It depends on your brand’s stage and infrastructure. Target Plus offers less competition and SKU exclusivity, but it lacks built-in fulfillment services. Amazon offers scale and logistics advantages, while Target offers a curated environment with stronger brand control.
Can international brands join Target Plus?
International brands can participate only if they establish a US business entity, US bank account, and US-based fulfillment operations. Target does not support direct cross-border shipping for marketplace sellers.
Ready to See If Target Plus Is the Right Move for Your Brand?
Selling on Target Plus is not about listing more products. It’s about being the right kind of brand, with the right structure, at the right moment. And getting that wrong can cost you time, money, and momentum.
If you’re considering Target Plus, or wondering why you haven’t been invited yet, the smartest next step is to talk it through with someone who understands how Target evaluates brands behind the scenes.
Fill out the form below and tell us a bit about your business. One of our marketplace experts will review your information and reach out with clear, honest insights you can use right away.
No pressure. No generic pitch. Just practical guidance to help you decide your next move with confidence.
Fill out the form below and let’s see if Target Plus makes sense for your brand.