Overview
Target Plus (Target+) is Target's curated online marketplace, where selected third-party brands and sellers sell products on target.com next to Target's own range. It is invitation-only, which keeps the selection tight and the quality high. For a brand that wants to reach Target's large US customer base online, Target Plus is one of the most selective marketplaces in the United States.
Who is behind Target Plus
Target is one of the largest general merchandise retailers in the US, with nearly 2,000 stores and a large online business. In its 2025 financial year, which ended on 31.01.2026, Target had net sales of USD 104.8 billion, and e-commerce made up 20.6% of sales. Target Plus grew more than 30% during the year, making it one of the fastest-growing parts of Target's business. See also our Target page.
How Target Plus works
- Invitation-only. Target selects and invites brands and sellers. There is no open application in the way most marketplaces work.
- Curated selection. Target looks for products that complement its own range and fit its brand.
- The seller fulfils. Sellers ship orders directly to customers and must meet Target's service standards.
- Online only. Target Plus products are sold on target.com, not in Target stores.
- Advertising. Sellers can work with Roundel, Target's retail media network, to build visibility.
What a brand needs
- A strong brand and track record in its category, often including success on other US channels.
- US stock and fast, reliable fulfilment.
- High-quality product content and customer reviews.
- US compliance and insurance for the category.
- A plan to be noticed, since Target recruits sellers rather than accepting applications.
Why Target Plus matters for brands
Target Plus combines Target's trusted brand and large audience with relatively few sellers. For invited brands, it can be a valuable addition to Amazon and Walmart in the US.
How eBrands looks at Target Plus
eBrands works with brands on marketplaces and retail channels across Europe and North America. If you want to see how to build a US presence that could attract Target Plus, we are happy to talk it through.
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