Target Marketplace Selling usually means selling through Target’s third‑party marketplace program, Target Plus (Target+). Unlike Amazon or Walmart Marketplace, Target Plus is not open sign‑up. It’s a curated, invite‑only program where Target hand‑picks brands that complement its existing assortment and can hit strict quality and service expectations.Target’s launch coverage makes clear this is a controlled expansion, not a free‑for‑all.
If you’re a small ecommerce business in Canada, that has two big implications. First, you probably can’t treat Target Plus as an immediate growth lever the way you might treat Amazon.ca or your own Shopify store. Second, any effort you invest should be about becoming the kind of proven, operationally solid brand Target wants to invite, not about tweaking listings in a self‑serve portal that doesn’t exist.
What Target Marketplace Selling Actually Means: Inside Target Plus
Target Plus is Target’s third‑party marketplace that lives inside Target.com and the Target app. It launched in 2019 as a curated program aimed at expanding Target’s product range with trusted partners rather than opening the doors to every seller. Tech and retail coverage describe it as invite‑only and tightly controlled, with Target choosing brands that round out its assortment instead of flooding the site with overlapping offers.TechCrunch’s launch article and later industry analysis both emphasize this curation.
Over the years, analysts have pointed out that Target Plus hasn’t scaled its seller base nearly as aggressively as Amazon or Walmart Marketplace. Marketplace Pulse, for example, has described the program’s growth as limited and deliberate compared with open marketplaces. The goal is consistency and brand fit rather than sheer volume of listings.
In 2024, Target announced a partnership with Shopify to bring more ecommerce brands into Target Plus via integrations.Coverage of that deal shows that even this expansion is selective: Target still curates which Shopify brands appear, rather than turning the marketplace into a self‑serve channel for anyone on Shopify.
For sellers, “Target Marketplace Selling” therefore means:
- You sell as a featured third‑party brand inside Target’s own site/app experience.
- Target retains control over assortment and presentation.
- Access typically comes via invitation or vetted applications, often facilitated by integrators or feed management tools.Feedonomics’s guide discusses this pattern.
You can’t just sign up, upload a catalog, and start testing products. Any practical Target Plus strategy has to start with the reality that Target is choosing you, not the other way around.
Target Plus vs Other Marketplace and Sourcing Platforms
To decide how much energy to put into Target Plus, it helps to compare its model with other platforms you might use for selling or sourcing.
Here’s a compact view:
| Platform type | Example brands/platforms | Access model | Assortment control | Typical use case |
|---|---|---|---|---|
| Open retail marketplace | Amazon Marketplace, Walmart Marketplace | Self‑serve signup; broad eligibility | Algorithmic, with some category controls | Sellers list directly to reach large consumer audience |
| Curated retail marketplace | Target Plus | Invitation or approved application; often via partners/integrators | High: Target chooses brands and categories that fit its strategy | Established brands extend reach inside Target’s ecosystem |
| Cross‑border sourcing marketplace | DHgate, Alibaba.com | Open accounts for buyers; many independent suppliers | Low at platform level; you curate your own supplier set | Buyers source product from overseas suppliers, then sell elsewhere |
| Consumer‑facing marketplace for low‑priced imports | AliExpress, Temu | Open seller sign‑up (with varying requirements) | Moderate; heavy platform merchandising | Sellers reach deal‑seeking consumers directly |
Target Plus sits firmly in the “curated retail marketplace” category: you’re being added to another retailer’s shelf, not just posting your catalog into a generic slot. Amazon or Walmart Marketplace, by contrast, give you direct retail access in exchange for juggling competition and compliance on your own.
DHgate, which we cover in detail atWhat DHgate is and how the marketplace works, operates as an open cross‑border sourcing marketplace. Buyers use it to find manufacturers or wholesalers and then sell those products through channels like their own sites, Amazon or Shopify. That’s very different from Target Plus, where Target is the retailer and you’re a chosen partner inside its consumer storefront.
For many Canadian small businesses, the practical sequence is:
- Use sourcing platforms (such as DHgate or Alibaba‑type sites) and local wholesalers to build an offer.
- Prove demand on open retail marketplaces (Amazon, Walmart) or your own site.
- Treat Target Plus as a later‑stage opportunity once your brand, operations, and catalog clearly fit Target’s curated strategy. Industry guides like Goflow’s article on Target Plus make this “later‑stage” pattern a common recommendation, not an official rule.
If you’re still deciding between marketplace categories, our broader overview atCompare online marketplaces and shopping platforms can help you place Target Plus within the wider landscape.
Is Target Marketplace Selling Right for Your Brand?
Because Target Plus is selective, the central question isn’t “how do I optimize my Target listings?” but “does Target Plus realistically fit my brand right now?” For Canadian sellers, three scenarios cover most realities.
1. Established brand with strong US demand
If you already have a recognized brand, clean operations, and solid performance on open marketplaces or your own site, Target Plus can be worth active pursuit.
You’re a better fit if:
- Your products complement categories Target already sells (home, family, essentials, style) without just duplicating commodity SKUs.
- You can maintain fast, reliable fulfillment and customer service at the scale Target expects.
- You have product data and feeds that can integrate cleanly via tools or direct connections; several integrators highlight this as part of the practical path into Target Plus.
For this profile, it’s reasonable to speak with integrators, watch Target’s Shopify‑related announcements, and be ready to apply or respond if Target shows interest. But even here, you’re accepting that acceptance is not guaranteed.
2. Growing private‑label or reseller just proving demand
If you’re importing products, building private‑label lines, or reselling branded goods and still validating demand, Target Plus is usually premature.
You’ll get more leverage by:
- Tightening your catalog and operations on Amazon, Walmart, or your own shop.
- Using sourcing platforms and supplier comparisons (for example, our piece onDHgate vs AliExpress, Alibaba and Temu) to improve margins and product quality.
- Building reviews, content, and brand signals that prove people want what you sell.
Industry coverage often frames Target Plus as a channel brands layer on after they’ve shown they can handle volume and high expectations elsewhere. Trying to jump straight into Target’s marketplace from a cold start usually means wasted effort.
3. Niche brand far outside Target’s focus
If you operate in categories that don’t align with Target’s core customers—or you intentionally stay ultra‑niche—Target Plus may never be a natural match.
In that case, focus your energy on channels that respect your niche:
- Specialist marketplaces or vertical platforms where your category is central.
- Direct‑to‑consumer marketing, subscriptions, or B2B sales.
- Sourcing and marketplace strategies that keep you in control of assortment and storytelling.
You can keep an eye on Target’s public moves, but you don’t need a Target Plus plan as part of your baseline channel strategy.
A realistic way to think about Target Marketplace Selling
For smaller ecommerce businesses, especially cross‑border operators in Canada, the healthiest mindset is:
- Treat Target Plus as an outcome of building a strong, complementary brand, not as a lever you can pull on demand.
- Use open platforms—both sourcing marketplaces and retail marketplaces—to prove your offer and sharpen operations.
- If your brand grows into something that clearly fits Target’s curated vision, pursue the program through the channels that industry guides describe: applications, integrators, and partnerships—but always assuming selectivity.
Target Marketplace Selling can be powerful, but only for brands that Target believes will enhance its own customer experience. Your planning should start with that reality, then build the rest of your marketplace stack accordingly.