Getting your product into Target starts with one of two paths: applying to sell on Target’s online marketplace (Target Plus) or submitting a supplier intake form to pitch your product for in-store shelves. Both routes are open to U.S.-based businesses, but they work differently and suit different types of brands. Here’s how each option works and what you need to qualify.
Two Ways to Sell at Target
Target offers two distinct selling channels. The first is Target Plus, an online-only marketplace where approved third-party sellers list products on Target.com. The second is becoming a direct supplier, meaning Target buys your product wholesale and stocks it in stores, online, or both. Most smaller or newer brands will find Target Plus easier to break into, while direct supplier relationships typically require higher production volume and more operational infrastructure.
Selling Through Target Plus
Target Plus is an invite-only marketplace, but you can apply directly at plus.target.com. Unlike Amazon or Walmart’s marketplace, Target Plus is selective by design. Each product SKU is assigned to a single seller, so you won’t compete head-to-head with other sellers listing the same item. That exclusivity means better visibility, but it also means Target is pickier about who gets in.
The application process has four stages:
- Apply: Submit your business details and the product assortment you want to sell.
- Review: Target’s team evaluates whether your products align with their category strategy and customer priorities. Expect to hear back within 30 days.
- Onboard: If approved, an onboarding team walks you through setup.
- Launch: Your products go live on Target.com.
From approval to launch, the process typically takes three to six weeks depending on the complexity of your business. There’s no minimum or maximum number of products you need to list.
Target Plus Eligibility and Costs
To qualify, your business must be U.S.-based and legally registered under U.S. law. You’ll need to provide a W-9, an Employer Identification Number (EIN), and a DUNS number, which is a unique nine-digit identifier issued by Dun & Bradstreet that businesses use to establish a credit profile. If you don’t already have a DUNS number, you can request one for free through Dun & Bradstreet’s website, though it can take a few days to process.
Target Plus charges no monthly seller fees. Instead, you pay competitive referral rates on each sale, similar to a commission. You’re responsible for shipping, returns, and fulfillment costs. You also retain full control over your pricing, product listings, and brand presentation.
Becoming a Direct Supplier
If you want Target to carry your product on its shelves (not just online through the marketplace), you’ll go through the supplier intake process. Start by visiting Target’s corporate supplier page and filling out the intake form at corporate.target.com. The form asks you to describe your business and the products you offer. From there, Target’s internal teams evaluate whether your brand fits their current merchandising needs and category goals.
This path is more demanding than Target Plus. Direct suppliers need operational readiness that goes beyond having a great product. Two requirements Target lists explicitly are the ability to use EDI (Electronic Data Interchange) to receive purchase orders and providing a certificate of insurance. EDI is a standardized system for exchanging business documents like purchase orders and invoices electronically. If your business doesn’t currently use EDI, you’ll need to set it up through a third-party provider before you can fulfill Target orders. General liability insurance is standard for retail suppliers, and Target will ask for a certificate proving you carry it.
The supplier intake form isn’t a guarantee of a meeting or a purchase order. Target’s buying teams review submissions and reach out when they see a fit with their strategic goals. Timing matters: if Target is actively looking to expand a category your product fits, your chances improve significantly.
Target Accelerator Programs
Target runs accelerator programs, including Target Takeoff, that support emerging brands. However, these aren’t a way to get your foot in the door. Target Takeoff is designed for brands that have already been selected for placement in stores or online. The program provides onboarding help, growth support, and long-term partnership resources to founders who are already working with Target.
There’s no separate application for Target Takeoff. Once you’re in Target’s ecosystem through either the supplier intake or Target Plus process, Target’s team identifies founders who align with their strategic priorities and reaches out directly.
What Makes a Product Attractive to Target
Target’s brand identity centers on affordable style, family life, and everyday essentials. Your product needs to fit within that identity. Before applying, look at what Target already carries in your category and identify where your product fills a gap rather than duplicating what’s on the shelf. Target’s review process explicitly evaluates whether your assortment aligns with their category strategy and consumer priorities.
A few factors strengthen your pitch. Strong retail packaging that looks at home next to Target’s private-label brands signals you understand the customer. Proven sales data from other retail channels, your own website, or marketplaces like Amazon shows demand exists. Social media traction or press coverage can demonstrate that customers are already looking for your product. And competitive pricing matters: Target shoppers expect good value, so your wholesale margins need to support a retail price that feels right for the store.
Preparing Your Business Before You Apply
Whether you’re pursuing Target Plus or a direct supplier relationship, getting your business infrastructure in order before you submit anything saves time and improves your chances.
- EIN and legal registration: Your business needs to be formally registered in the U.S. with an active EIN from the IRS.
- DUNS number: Required for Target Plus and generally useful for any wholesale relationship. Apply through Dun & Bradstreet if you don’t have one.
- Liability insurance: Carry a general liability policy before approaching any major retailer. Target will ask for proof.
- EDI capability: For direct suppliers, you need a system to receive and process electronic purchase orders. Several third-party EDI providers cater to small businesses selling into retail.
- Fulfillment capacity: If you’re selling through Target Plus, you handle shipping and returns yourself. Make sure your supply chain can handle a spike in orders if your product gains traction on Target.com.
- Product compliance: Ensure your product meets all relevant safety standards and labeling requirements for its category. Target holds suppliers to strict quality expectations.
Production capacity is worth thinking about carefully. Getting into Target and then failing to keep up with demand damages the relationship. If your product sells well, Target will expect you to scale quickly. Having a manufacturing partner or fulfillment operation that can ramp up production gives buyers confidence that you’re ready for a major retail partnership.