Late to the Game, Target Launches Ecommerce Marketplace

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Going the way of main rivals Walmart and Amazon, Target is launching its own third-party ecommerce marketplace, Target+, including a curated list of products from merchants that complement its own offerings in categories like home, toys, electronics and sporting goods.

The new marketplace promises expanded athletic footwear, outdoor décor and accessories, a broadened assortment of STEM learning toys, new musical instruments and baseball gear. The products will be integrated throughout with new items added in categories.

Tech Crunch reported that some current sellers on Target+ include SVSports, Mizuno, Kaplan Early Learning Company, Serenity Health & Home Décor and Music 123.

Target is positioning its new marketplace as differentiated from Amazon and Walmart based on its careful selection and invitations to third-party sellers, spinning it as a quality and value play.

Target+ customers can get 5% off items with the loyalty REDcard as well as free shipping and in-store returns. Merchandise on Target+ is searchable and browsable on

Tech Crunch said before Target+, a portion of Target’s online assortment was drop shipped directly from third-party vendors, but customers were purchasing items from Target. With the new marketplace, products will be both purchased from and shipped from vendors.

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