American discount retailer Target has announced a partnership with global commerce platform Shopify to enhance its third-party digital marketplace, Target Plus.  

The collaboration aims to provide consumers with a broader selection of products from Shopify's merchants, including brands such as True Classic and Caden Lane.  

It is set to offer affordable prices, exceptional quality and on-trend items. 

Target will become the first mass retailer to introduce selected Shopify merchants' products into its brick-and-mortar stores.

This strategy is designed to offer shoppers a greater variety of new brands to explore. 

Shopify merchants based in the US are invited to apply for online sales on Target Plus through Marketplace Connect, an app that facilitates selling and order management on marketplaces, including Target Plus.  

This opportunity is expected to streamline the process for merchants to reach Target's vast customer base. 

Target executive vice-president and chief guest experience officer Cara Sylvester said: “Target Plus invites consumers to explore a curated collection of products from vendors we trust, so they can shop our assortment with confidence. 

“Our partnership with Shopify extends the breadth of thoughtfully designed and affordable items available to discover and enjoy as part of Target's distinctive mix of brands shoppers love.” 

Target Plus was launched in 2019.  

The marketplace showcases two million products from more than 1,200 partners, featuring brands such as Ruggable, Maui Jim, Crocs and Timberland.  

In May 2024 Target announced a reduction of prices on 5,000 frequently shopped products.