Selling on Target Plus (Target+) A Comprehensive Guide for 2026

What is Target Plus?

Target launched Target Plus, a curated, invite-only online marketplace, in 2019. It enables third-party vendors to sell their products on Target.com, utilizing the retailer's large consumer base and brand name. Target.com has over 200 million monthly visits, making it one of the top online retail destinations in the United States (96% of visitors are US-based).

What sets Target Plus apart from platforms like Amazon, Walmart Marketplace, or eBay is its deliberate selectivity. Every seller is invited, every product is vetted. That exclusivity isn't a limitation; it's the feature. It means less competition for the brands that do get in, and a higher-trust environment for the customers who shop there.

Its exclusivity distinguishes Target Plus from other ecommerce marketplaces like Amazon, Walmart, or Lowe's. Unlike platforms that allow any third-party seller, Target Plus carefully selects its partners and the products they offer. 

Target Plus now hosts products from over 1,500 trusted brands, and the platform has reached $1 billion in gross merchandise value (GMV), growing at a consistent double-digit pace. Target has set a target of $5 billion in GMV by 2030, a goal the company's leadership publicly reaffirmed in early 2025.

What are the advantages of selling on Target Plus?

Selling on Target Plus provides various benefits that can help your business develop. By collaborating with one of the largest and most trusted retailers in the United States, you can benefit from Target's broad reach and strong brand reputation to improve your own business opportunities. Here are the primary benefits:

1. Access to a large and dedicated customer base

One of the most notable advantages of selling on Target Plus is access to Target's vast consumer base. Target.com receives more than 200 million monthly visitors, presenting vendors with a large and diverse audience.

Almost 20% of Target's sales come from online channels, with peaks during the holiday season. The customer base is large and highly engaged with the brand, meaning they are always looking for new products and ready to purchase. Sellers can expect higher conversion rates from their listings due to an engaged customer base.

2. Association with a trusted brand

Selling on Target Plus connects your company to one of the most respected and recognizable retailers in the United States. Target frequently performs well in customer satisfaction and trust polls. Target scored 80 out of 100 in the American Customer Satisfaction Index (ACSI) Retail Study 2025, above the general merchandise category average of 79. That trust transfers. Brands like Casper and Harry's have used their Target Plus presence to grow both market reach and customer loyalty.

3. Real visibility, not just presence

With fewer sellers than open platforms, Target Plus gives your products room to breathe. On Amazon, millions of sellers compete for the same eyeballs. On Target Plus, the curated model means your products are more likely to be seen, and Target actively promotes its marketplace partners through email, social media, and its own marketing channels.

Category performance data illustrates the opportunity: since launch, food sales on Target Plus have grown 170%, essentials 60%, and home goods 40%. Sellers in the right categories aren't just listed; they're growing.

4. Favorable economics

Target Plus charges no monthly fee. The referral rate runs between 5–15%, and sellers handle their own fulfillment. Compared to an all-in cost of 30–40% on Amazon (referral fees, FBA, storage, advertising), the margin math on Target Plus is materially better for brands that manage their own logistics.

What this means for Target Plus sellers: your products aren't just discoverable on Target.com. They're increasingly discoverable through the AI assistants your customers already use, without any additional setup required.

Who can sell on Target Plus?

Target meticulously evaluates each prospective Target Plus partner to ensure that the brand and its products adhere to the platform's stringent quality standards. This careful vetting process guarantees that customers receive top-notch products and services. 

To become a Target Plus seller, businesses must meet several specific criteria:

• Have a US-based business and a US bank account
• Maintain pricing parity with their other online channels
• Ship all Target Plus orders within 24 hours, with a maximum transit time of five days
• Fulfill only within the United States (Target Plus does not support international shipping)

These are some of the core requirements, not an exhaustive list. If you can meet them consistently, you're in the right operational shape to sustain a Target Plus presence.

How do you start selling on Target Plus?

To get invited to Target Plus, aligning your brand and business practices with Target's high standards is essential. This means consistently delivering high-quality products that meet the expectations of Target's discerning customer base. Your product listings should feature clear, high-quality images with proper lighting and white backgrounds, free from promotional language or misleading information. Transparency in details, such as delivery times, is also crucial.

Additionally, strategic planning of your product assortment can make your brand stand out - focus on offering a diverse yet relevant range of items that fill market gaps and complement Target's existing offerings. Research popular categories, analyze competitor listings, and pay attention to customer reviews to fine-tune your product selection.

Networking and proactively reaching out to express your interest and showcase your qualifications can also increase your chances of being invited to join this exclusive marketplace. There is a seller application form that you can submit to Target for consideration. 

Preparation tips for becoming a Target Plus seller

• Understand the Target customer demographic and tailor your products as necessary.
• Create high-quality listings with professional images and accurate product descriptions.
• Ensure your products meet regulatory standards and Target's guidelines to avoid onboarding issues. 

Target Plus requires a combination of invitation, thorough vetting, and strict adherence to Target's high standards.

Navigating Target Plus with ChannelEngine

Selling on Target Plus may bring tremendous opportunities but presents new challenges. Managing product listings, inventories, and orders quickly while adhering to Target's marketplace guidelines is critical for preserving your standing and guaranteeing customer satisfaction.

How ChannelEngine Can Help

ChannelEngine is a comprehensive marketplace integration platform designed to simplify the complexities of selling on Target Plus. Here's how it can assist you:

Centralized management
With ChannelEngine, you can manage listings across multiple marketplaces from a single, user-friendly platform. Centralization helps streamline operations and minimizes the complexity of managing different systems.

Automated processes
ChannelEngine saves time by automating inventory changes and order processing. This automation guarantees that your stock levels are always accurate and that orders are processed quickly, which is critical for satisfying Target's high fulfillment standards.

Ensured compliance
Maintaining compliance with Target's standards is crucial for retaining your selling privileges. ChannelEngine supports you in adhering to these requirements by verifying that all of your listings and operations comply with Target's criteria, thereby avoiding any hazards that could harm your business.

By leveraging ChannelEngine, you can navigate the complexities of Target Plus more effectively. The platform's tools and features are designed to streamline your operations, allowing you to focus on growing your sales and enhancing your brand's visibility on Target Plus.

Final thoughts

Selling on Target Plus can accelerate business growth by giving you access to a large customer base and building your brand's credibility. With ChannelEngine's strategic guidance, you can handle the complexity of the marketplace while focusing on increasing your sales.