Becoming a Third-Party Seller on Target’s New Platform
Target+ is the newest third-party seller service on today’s scene.
The platform uses Target’s well-established online reputation to sell third-party products.
As a seller, you can use this platform to massively increase visibility for your products. You’ll get all the benefits of Target’s vast, existing audience—plus, you’ll get the added benefit of Target’s 24/7 customer support.
The Beginnings of Target+
At first glance, Target’s new program is a mirror image of similar, existing platforms built by Amazon and Walmart. Target+ expands on the retailer’s e-commerce platform, adding products from outsider businesses to round out the retailer’s large in-house inventory.
As you’d expect, Target+ has all the basics of other third-party seller marketplaces. Features include:
- Easy product integration into Target’s inventory
- Site-wide coupons and sales opportunities
- Third-party inventory storage through Target partners
Take note: Although these similarities exist, Target+ has taken steps to distinguish itself from its rivals. The key difference? Target’s model intends to selectively choose which businesses it invites into its marketplace.
The Benefits of Selectivity
- Quality control. Target+’s choosy selection process ensures that shoddily-made products won’t make it through the screening process. This is how Target intends to stop poor product quality from tarnishing the company’s international name—unlike at other retailers, where consumers must rely on reviews and hope for the best.
- Prevent scandals. Target’s selection process screens merchants before accepting their inventory. It’s how Target hopes to avoid Amazon-type embarrassments; untrustworthy merchants won’t be allowed to use the platform. (Remember when the e-commerce giant overlooked racist merchandise in its marketplace?)
Not a Perfect Picture
- Fighting tooth and nail. As a business owner looking for rapid growth, exclusivity isn’t always a good thing. You may find it harder to get your products onto Target+. Small businesses without an internet-wide reputation, or newer companies, may find themselves excluded from Target+ entirely in favor of a name with a bigger preexisting customer base.
- Branding woes. Third-party sellers often ask small businesses to compromise branding in favor of site homogeneity, and Target is no different. There’s no way to search for a specific “Target+” product. Instead, every product appears the same on Target’s site.
- Budgeting concerns. Concerned about spending to make sales? When entering Target’s marketplace, you’ll have to pay the site’s operating fee to reap the benefits of corporate reach.
Small Businesses and Third-party Sellers
Since its February 2019 debut, Target’s selling strategy suggests a growing trend among larger businesses.
Third-party sellers have already outstripped Amazon’s in-house sales, and it seems as though the success only spells good things for businesses of all sizes.
Image attribution: ibravery – stock.adobe.com