What Is Target Plus? How It Works, Who Qualifies, and What to Expect

What is Target Plus? Target Plus (also written Target+) is Target's invite-only, third-party marketplace where select U.S.-based sellers list their products directly on Target.com and the Target app appearing alongside Target's own inventory, but fulfilled entirely by the seller.

What Is Target Plus, Exactly?

Launched in 2019, Target Plus currently lists products from more than 1,500 brands across dozens of categories.

As reported by TechCrunch, each seller is carefully selected and invited into the program a deliberate move to keep product quality high, unlike more open platforms where anyone can list.

It works similarly to Amazon's third-party seller program or Walmart Marketplace — with one significant difference. It's not open to everyone.

You can't sign up the way you would on most platforms. Target controls who gets in, and the bar is deliberately high.

Sellers who make the cut get their products in front of millions of visitors to Target.com without paying a setup fee or monthly subscription.

What's often overlooked is that Target Plus isn't just a sales channel. It's a brand association. Your products sit next to Target's own. That proximity carries weight with shoppers, whether or not they notice the distinction.

How Target Plus Works

When a customer places an order from a third-party seller on Target.com or the app, the process looks seamless on their end.

Behind the scenes, it works like this:

For the buyer: Products from Target Plus sellers appear alongside Target's own listings. There's no obvious visual separator. The shopping experience feels native to Target.

For the seller: Target sends the order immediately after purchase. The seller is then responsible for picking, packing, and shipping within 24 hours using only approved carriers (UPS, USPS, or FedEx).

Delivery must reach the customer within five business days. All fulfillment costs fall on the seller: warehousing, shipping, and returns.

In practice, sellers report that the 24-hour fulfillment window is where operations get tested most. It's tight, especially during peak seasons, and Target doesn't soften the requirement.

What Does Target Plus Cost Sellers?

The commission range of 5% to 15% depends on your product category. Target hasn't published a public breakdown of which categories fall where, so sellers typically learn their specific rate during onboarding.

Target Plus vs. Other Marketplaces

If you're weighing options, here's how Target Plus stacks up against the two most common alternatives:

One thing that stands out: Target only partners with one seller per SKU. There's no race to the bottom on price against five other sellers offering the exact same product. That's genuinely different from how Amazon operates, and for the right seller, it matters.

What Product Categories Does Target Plus Support?

Target Plus covers a wide range of categories, including:

Books, music, and films — electronics and cameras — fashion and footwear — food and cooking — furniture and home décor — health and personal care — toys and games — pets — sports equipment — automotive and motorcycle parts — office supplies — jewelry and watches — cosmetics and personal care — and more.

One important detail: sellers are allocated specific categories during onboarding and contractually restricted to those categories.

You don't get to list across the full range freely. If your product line spans multiple categories, that needs to be discussed and agreed upon before you sign.

Who Can Sell on Target Plus? Eligibility Requirements

Not every business qualifies, and Target is transparent about that. Here's what's required before you're even considered.

Business Requirements

• U.S.-registered business with a physical U.S. address
• Domestic U.S. bank account
• Valid W-9 form, Employer Identification Number (EIN), and a DUNS number (a nine-digit business identifier)
• Appropriate liability insurance coverage

Operational Requirements

• Fulfill orders within 24 hours of purchase
• Ship using approved carriers only: UPS, USPS, FedEx
• Deliver within five business days
• No international shipping
• No branded packaging, packing slips, or marketing inserts included in shipments
• Accept both individual mail-in returns and palletized in-store returns at a U.S. business address

Product Requirements

• All products must carry valid GS1-certified UPCs or EANs
• Pricing must remain consistent across sales channels
• Products must meet Target's quality and assortment standards
• Dropshipping is permitted, but only selectively — and this is assessed case by case during the application process

If your business isn't set up to meet these consistently, the application isn't worth pursuing yet. Sellers who come in under-prepared typically don't survive the onboarding process.

Benefits of Selling on Target Plus

Here's what sellers actually gain — beyond the headline of "selling on Target":

Being associated with Target does carry credibility with shoppers. That said, it doesn't guarantee sales volume. Sellers still need competitive pricing, quality digital marketing strategies product content, and reliable fulfillment to perform well.

Drawbacks Worth Knowing Before You Apply

This is where most Target Plus articles go quiet. The platform has real limitations.Strict operational standards. Missing the 24-hour fulfillment window or shipping outside approved carriers puts your account at risk. There's little flexibility once you're live.

Limited analytics. Target Plus gives sellers some performance data, but it's notably thinner than what Amazon or your own e-commerce platform would provide. Teams commonly report having to work around this gap using third-party tools.

No control over the customer experience. Once your product is listed, Target controls how customers interact with it on-site browsing, checkout, recommendations. You don't influence any of that.

Fulfillment costs are entirely yours. Unlike Amazon FBA, there's no Target-managed fulfillment option. Warehousing, shipping, and returns come out of your margin.

The 75-SKU rule. After approval, sellers must list at least 75% of their agreed SKUs within 75 days of signing the contract. Miss that, and you're in breach before you've really started.

At first glance, the invite-only model sounds like the hard part. In practice, the operational requirements post-approval are where many sellers find the real pressure.

How to Apply for Target Plus

Getting into Target Plus takes preparation. Here's exactly what the process looks like, step by step.

Step 1 – Check Your Eligibility First

Before anything else, confirm you meet the business, operational, and product requirements listed above. Applying without meeting them isn't productive Target's review team will notice.

Step 2 – Research Where Your Products Fit

Look at what's already on Target.com in your category. Ask: is there a genuine gap your product fills? Are similar products well-reviewed?

Does your price point align with what Target shoppers expect? This research informs how you position your application.

Step 3 – Prepare Your Documentation

Get your W-9, EIN, DUNS number, and liability insurance in order before you start the application. Having these ready prevents delays mid-process.

Step 4 – Submit Through Target's Partner Portal

The application asks for your business information, tax identifiers, fulfillment capabilities, which other marketplaces you sell on, product category, and the number of unique SKUs you intend to list.

Also Read: Advertise on FeedBuzzard

Step 5 – Wait for the Review Decision

Target reviews applications and typically responds within approximately 30 days. The response will be one of three things: approval, rejection, or a note that you may be considered at a later date.

Step 6 – Complete Onboarding If Approved

Onboarding generally takes three to six weeks after approval. During this period you'll need to:

• Set up EDI (Electronic Data Interchange) — Target's system for automated order and inventory data exchange
• Open a dedicated business bank account for Target Plus transactions
• Complete the supplier intake form
• List 75% of your agreed SKUs within 75 days of signing
• Be available for onboarding and support calls between 8 a.m. and 5 p.m. CT

Building a strong presence across multiple sales channels before applying also helps. Target looks for sellers with proven reach and an established online marketing agency track record not businesses that are still finding their footing.

Also Read: Growthscribe Marketing Agency

Conclusion

Target Plus is a curated, invite-only marketplace on Target.com for U.S.-based sellers. No monthly fee, no SKU competition, but strict operational demands and no guaranteed entry.

It suits established sellers with reliable fulfillment not those still building their operations.

Frequently Asked Questions

What is Target Plus?

Target Plus is Target's invite-only, third-party marketplace where select U.S.-based sellers list products on Target.com and the Target app. It launched in 2019 and currently features products from over 1,500 brands across multiple categories.

Is there a fee to join Target Plus?

There's no setup fee or monthly fee. Target Plus charges a referral commission of 5%–15% per sale, depending on the product category. Sellers are paid weekly, every Tuesday.

How long does Target Plus approval take?

Target reviews applications and typically responds within approximately 30 days. If approved, onboarding takes an additional three to six weeks before sellers can go live.

Can international businesses sell on Target Plus?

Target Plus is available only within the United States. Sellers must have a U.S.-registered business, a physical U.S. address, and a domestic bank account to be considered.

How is Target Plus different from Amazon?

Target Plus is invite-only, charges no monthly fee, and partners with only one seller per SKU eliminating direct listing competition. Amazon is open to all, charges a monthly fee on the Professional plan, and allows multiple sellers per SKU.