THE TARGET PLUS BOOM!

By Scott Murphy

Global eCommerce Consultant at Masei & Ryland

Target Plus, the online marketplace launched by US-based retailer Target Corp. in 2019, experienced growth in a variety of ways this year.

To begin with, after starting five years ago with just 30 retailers, the marketplace now features more than 2 million products from over 1,200 retail partners. The brands – which Target selects through invitations – now include everything from home and sporting goods to apparel. Retailers involved feature such major companies as Crocs, Timberland, and Maui Jim.

Masei & Ryland CEO Alan Lee has experienced this growth firsthand this year as he estimates he’s set up over 50 Target Plus accounts in 2024, double the amount he was involved with in 2023. “Home appliance and furniture sellers have been in high demand, both among Target Plus staff and consumers themselves,” says Lee. “We definitely expect this to continue as we head into 2025.” As examples, he cites such accounts as RW Flame, which experienced sales of up to US$20,000 per day from hundreds of orders.

Target also aims to increase growth via a new partnership it formed this year with the e-commerce platform Shopify. By teaming with the platform, Target Plus wants to add new and trendy brands, as well as smaller up-and-coming brands, to its website. “We’re all-in on Target Plus,” says Prat Vemana, Chief Digital and Product Officer at Target. “It’s a win-win-win for everyone involved.” That includes consumers, merchants, Target AND Spotify. Vermana adds that according to market research company eMarketer “retail marketplaces are expected to account for more than 30% of all e-commerce growth in the next three years.” Other Target staff members agree, claiming that Target Plus is one of the fastest-growing parts of the company’s business.

Though Target only has a fraction of the sellers of other third-party marketplaces online, its invitation-only policy provides a sense of eliteness and quality that consumers are starting to recognize. “I’m actively encouraging clients to become part of Target Plus as it will continue to grow,” says the Masei & Ryland CEO. “And we can definitely help them navigate the process and set up accounts in a smooth, orderly manner.”