This week, Target announced the launch of Target +, which features an assortment of third-party merchandise available on the Target.com website.
Target’s third-party seller initiative is different from Amazon and Walmart, in that Target curates the sellers on the platform. There is no way for sellers to apply to the program; instead, Target explains that each partner is “carefully selected” and then invited into the program. This is intended to keep merchandise quality high.
Target states that the program will begin with “thoughtfully selected” additions in areas like home, toys, electronics, and sporting goods. Some of the current sellers include SV Sports, Mizuno, Kaplan Early Learning Company, Serenity Health & Home Décor, and Music123.
More products and sellers will be added over time as Target determines guests needs.
By taking a curated approach, Target will avoid the pitfalls of hosting third-party sellers that Amazon and Walmart frequently find themselves in. Issues with low-quality merchandise and some incidents of distasteful or offensive products have found themselves in the product mix. Target will be able to avoid these types of incidents, but going the curation route may hurt the overall product assortment.
The Target + merchandise will appear in listings alongside the rest of the company product assortment, so there’s no real way to tell which products are Target +. However, Target guests will have the same perks when buying from third parties as they do when purchasing from Target’s own assortment, including 5 percent off when using their Target REDcard, free shipping and in-store returns.
“Guests look to Target for great products. With Target +, we aim to give them easy access to even more great products by partnering with best-in-class specialty and national brands that will help guests save and get more done in just one stop to Target.com,” said Rick Gomez, Target’s chief marketing officer and digital officer, in a statement.