Overview

If you want to expand your reach and gain credibility as a purveyor of products within your specific niche, selling on Target Plus is a great idea. Read on to learn how to sell on Target Plus and get tips that will help you maximize your sales.

With more than 1,900 stores across all 50 states, Target is one of the nation’s largest big-box chains, known for its popular RedCard program.

The company’s Target Plus platform allows third parties to list their products alongside Target’s own inventory, much like Walmart, Amazon, and Shopify’s e-commerce marketplaces. Sellers selected for Target Plus get to tap into Target’s status as a recognized and trusted brand with a loyal consumer base. Target Plus is also designed to serve a broad range of consumers by offering a wide variety of products to meet diverse customer needs.

Introduction to Target Plus Marketplace (Target Plus)

Target Plus Marketplace is Target’s exclusive, invite-only online marketplace designed to connect third-party sellers with millions of Target customers nationwide. Since its launch in 2019, Target Plus has rapidly expanded its marketplace offerings, focusing on curated partnerships with trusted brands and emerging brands alike. This approach ensures that customers enjoy a seamless shopping experience with a breadth of high-quality products, all while maintaining the high standards Target is known for.

With over $1 billion in gross merchandise value (GMV) achieved in just a few years, Target Plus is on track to reach $5 billion in GMV within five years. This growth is fueled by Target’s commitment to expanding its online marketplace, streamlining the onboarding process for new sellers, and continually enhancing the customer experience. For brands and sellers, Target Plus Marketplace offers a unique opportunity to reach a vast audience, build credibility, and grow alongside one of America’s most trusted retailers.

How to Become a Target Vendor

Not just anyone can sell on Target’s e-commerce marketplace. Sellers must meet the following requirements to qualify for Target Plus, including specific criteria for business registration, product compliance, and operational standards. Target Plus has specific requirements, processes, and features that would-be sellers must understand. The retailer is known to enforce strict rules for sourcing, vendor diversity, fulfillment schemes (such as Amazon FBA), accounts payable, and advertisements on its platform.

For instance, sellers must have a physical presence in the U.S. to be accepted on Target Plus. What’s more, Target Plus typically allows only domestic shipping. Similarly, dropshipping is permitted on a selective basis. Sellers must provide an EIN for business registration; a social security number is not sufficient—an EIN or DUNS number is required to verify proper business identification and compliance.

Price consistency is another requirement, ensuring competitive and reliable pricing across products. Sellers must also meet product assortment standards set by Target Plus, which makes Target SKUs available to its selected sellers.

Sellers are expected to process orders promptly, ensuring quick shipment and delivery. Sellers must meet target standards for shipping, product data, and compliance to maintain their eligibility. Exceptional customer service is expected, too, including prompt responses to inquiries, swift resolution of any issues and compliance with Target’s privacy policies. Adhering to these requirements ensures a high standard of quality and a positive experience for buyers, allowing Target to deliver the reliable shopping experience its customers expect.

Understanding Target Plus Seller Plans

To join Target Plus as a seller, your business must meet a set of specific requirements designed to ensure a high-quality marketplace experience for customers. Sellers must be registered in the United States and provide a valid Employer Identification Number (EIN). In addition, you’ll need to supply detailed product information, including your partner SKU, brand, product title, product description, partner item category, partner item subcategory, primary image URL, retail price, and available ship speed options.

The Target Plus team carefully reviews each application, evaluating whether your assortment aligns with Target’s current priorities and marketplace needs. If your product assortment and price points fit what Target is seeking, you’ll be contacted to move forward. Once approved, sellers are expected to maintain strong account metrics, such as an Order Defect Rate of 5% or less and a healthy in-stock/out-of-stock ratio, to ensure a positive customer experience and continued success on the platform.

6 Steps to Get Started on Target Plus

Follow these steps to begin selling on Target Plus. If you're interested in selling on other marketplaces, check out this step-by-step guide on how to sell on Walmart Marketplace.

1. Apply for an Invitation

Target Plus is not open for general sign-up. Start by submitting a detailed application through Target’s vendor portal. The application will ask for your brand info, assortment, compliance documentation, and fulfillment capabilities.

2. Register Your Target Seller Account

Once approved, you’ll register in Target Seller Central, providing EIN verification, item-level data (SKUs, UPCs, titles, etc.), and agreeing to platform terms.

3. Get the Right Insurance

All Target sellers must hold valid liability insurance. Ensure your policy is active and up to Target’s standards before onboarding.

4. Open a U.S. Business Bank Account

A U.S.-based account is required for payment processing. Keep business and personal finances separate for easier reporting and reconciliation.

5. Set Up EDI (Electronic Data Interchange)

EDI is essential to sell on Target Marketplace. It’s used to sync inventory, process orders, and transmit product data between your system and Target’s. This is where Orderful can streamline the process.

6. Complete the Supplier Intake Form

This includes uploading your full product assortment in an Excel format with required fields (e.g., SKU, description, price, image URLs). Wearables must include size charts in text/spreadsheet form.

When submitting your product assortment in an Excel file, you must use clearly labeled column headers (e.g., SKU, barcode, brand, product title, description, category, image URL, price) to streamline the review process.

After completing the onboarding steps, sellers should consider whether their assortment includes oversized products, as these require special handling and logistical planning. Target Plus also evaluates whether onboarding new brands and expanding product categories is logistically feasible for their operations.

Target Plus Seller Requirements Checklist

Requirement

Description

U.S. Business Registration

Must provide EIN or DUNS; no sole proprietorships with SSNs

Domestic Shipping Capability

Required; international shipping not supported

Product Assortment Fit

Must align with Target’s current catalog and quality standards

Price Consistency

Same price across other channels (Amazon, DTC, etc.)

EDI Setup

Required for all sellers

Liability Insurance

Active policy required before onboarding

Bank Account

Must have a U.S. business bank account for payouts

Product Compliance

ULWERCSmart registration, GS1 barcodes, size charts for apparel, etc.

Target Plus Benefits

Selling on Target Plus comes with a host of benefits that can help your business grow. By joining this marketplace, you gain access to Target’s vast and loyal customer base, which can significantly boost your brand’s visibility and customer loyalty. Target Plus allows you to expand your product assortment without the need to invest in additional inventory, thanks to its capital-light model—meaning you can sell products without the overhead of buying, storing, or moving goods.

The marketplace is also cost effective, with commission rates ranging from 5% to 15%, making it an attractive sales channel for both established and emerging brands. Target Plus provides a dedicated team to support sellers, offering guidance on optimizing listings, improving sales performance, and navigating the platform. This support, combined with the opportunity to reach millions of customers, makes selling on Target Plus a smart move for businesses looking to grow their online presence and product assortment.

Managing Your Store on Target Plus

Successfully managing your store on Target Plus requires attention to detail and compliance with Target’s operational standards. Sellers must ensure proper handling of product environmental safety data, which is managed through ULWERCSmart, Target’s trusted third party compliance partner. All products must be registered, and authentic barcodes powered by GS1 are required to ensure accurate tracking of trade items.

During onboarding, sellers must provide a comprehensive Excel file containing total assortment details, including all the SKUs, partner SKU, and other key data points. For wearable items, providing accurate size charts is essential to meet onboarding requirements and enhance the customer experience. Target Plus also enforces strict shipping requirements: sellers must use approved carriers for small parcel, direct-to-consumer shipping, with a building lead time of 24 hours and a maximum transit time of five business days. By meeting these requirements and ensuring proper handling of all items, sellers can maintain a high standard of service and compliance on the marketplace.

Target Benefits

Why do so many businesses jump through the hoops to become third-party sellers on various online marketplaces? It’s simple. Selling on Target Plus offers significant advantages, including the following:

  • Enhanced brand exposure: By selling on Target Plus, you gain access to millions of dedicated Target customers. This enhances your brand visibility and increases awareness among the retailer’s vast, highly engaged audience.
  • Credibility and trust: In a similar vein, selling on Target Plus lends credibility to your brand. Being associated with a reputable retailer like Target inspires confidence from potential customers.
  • Increased sales potential: Target’s enduring reputation as a popular retail destination can drive higher sales for your products.
  • In the past year, Target Plus has expanded its product offerings, onboarded emerging brands, and increased its gross merchandise value, demonstrating strong marketplace growth and recent strategic developments.
  • Streamlined fulfillment and support: Target Plus provides streamlined fulfillment processes, including access to Target’s established supply chain infrastructure and logistics capabilities. This ensures efficient order processing, reliable shipping, and timely delivery. Additionally, Target Plus sellers may receive support from Target’s customer service team, reducing the burden of customer inquiries.
  • Access to Target’s expertise: As a Target Plus seller, you can tap into Target’s wealth of retail expertise. You’ll gain valuable insights, industry knowledge, and best practices to refine your selling strategies and optimize your product offerings.
  • Multi-channel selling: Selling on Target Plus allows you to diversify your sales channels. Alongside your own website and other marketplaces, Target Plus expands your presence and lets you reach a broader customer base.
  • Marketing and promotional opportunities: Target Plus offers various marketing and promotional opportunities, including featured placements, deals, sales, and more. These initiatives boost your brand exposure, sales, and customer engagement.
  • Target plans for future marketplace growth include expanding strategic partnerships, enhancing seller onboarding processes, and leveraging data capabilities. These target plans aim to differentiate Target Plus from larger marketplaces by focusing on a selective, guest-centric approach.

target_vs_marketplaces_chart.png
Target vs other Marketplaces is estimated based on platform policies as of 2025

4 Target Plus Tips

Want the inside scoop on how to improve your chances of success on the Target Plus marketplace and differentiate your brand from competitors? The following tips will optimize your Target Plus sales efforts and maximize your profit margins:

  • Focus on operational excellence: Streamline your fulfillment, returns, and customer service processes to ensure a seamless experience for Target shoppers. Adhering to Target Plus shipping requirements, such as a 24-hour lead time and 5-day transit window, is essential for approval and ongoing success.
  • Prioritize compliance: Stay up to date with Target’s policies and requirements. You must provide accurate registration data for all products, including environmental safety (ESIM) and UPC registration, to ensure compliance and smooth onboarding.
  • Curate your product assortment: Offer a unique and relevant selection that aligns with Target’s customer base. Note that certain items require registration, such as those with environmental safety data or specific compliance standards, and must be validated before listing.
  • Ensure systematic validation: Before submitting products or compliance data, make sure every thing is systematically validated to meet Target Plus standards. This includes verifying all registration data and compliance steps to ensure your items are approved for sale.

Choose Your Products Wisely

Select products that align with Target's customer base and cater to popular trends. What's on the shelf at Target stores now? Consider Target's existing product lines, sourcing, and typical purchase orders. Focus on quality, uniqueness, trendiness, and competitive pricing to stand out in the marketplace.

Optimize Your Merchandising

Craft compelling and informative product descriptions accompanied by high-quality images. Use relevant keywords to enhance visibility in search results. Hone your pitch by highlighting the product features, benefits, and competitive advantages that will appeal to Target Plus shoppers. Research copywriting to compose high-performing descriptions and taglines.

Offer Competitive Pricing and Deals

Price your products competitively to attract customers. Consider offering exclusive discounts, bundle deals, or limited-time promotions to create a sense of urgency.

Provide Excellent Customer Service

Exceptional customer service will help you build trust, encouraging positive reviews and customer loyalty. Experienced marketers know that word-of-mouth remains the most powerful form of advertising. Likewise, dozens of enthusiastic customer reviews may do more to move products than even high-quality paid campaigns. 

Orderful Helps You Aim For Success on Target Plus

To succeed on Target Plus, you need to integrate seamlessly with this online marketplace. Consider partnering with Orderful to optimize your operations and streamline EDI processes.

Our robust, market-tested EDI solutions facilitate smooth data exchange and efficient inventory management, ensuring successful collaboration with Target. Speak to an Orderful expert today to unlock the full potential of selling on Target Plus.

FAQ: Selling on Target Marketplace

Can I sign up for a Target seller account?

Target Plus is invite-only. You must apply and be approved to access seller registration.

Is EDI required to sell on Target?

Yes, EDI is mandatory. It enables order flow, product data exchange, and real-time inventory syncs.

What is Target Seller Central?

It’s the backend dashboard for managing orders, listings, and performance as a Target Plus vendor.

What’s the difference between Target Plus and other marketplaces?

Target is more selective, offers fewer sellers, and focuses on curated brand experiences.

How long does it take to get approved to sell on Target?

It depends on your assortment fit, compliance documentation, and operational readiness. Some sellers complete onboarding in a few weeks.

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