Target is an iconic brand and one of America’s leading retailers—the 7th largest retailer in the US. In 2022, Target made over $107 billion in net sales, including $20 billion in ecommerce sales. With over 1,900 stores in the US, 75% of the US population living within 10 miles of a Target store, and a reputation for high-quality, competitively priced products, it’s one of the most coveted retail partnerships you can get.

It’s also one of the most competitive—with high standards and extremely strict requirements for vendors and suppliers.

In this guide, you’ll find:

• 4 ways to get a product into Target
• Target supplier and product requirements
• A step-by-step guide to the Supplier Application process
• A list of information you need for the Supplier intake form
• Top tips for pitching a product to Target
• A brief introduction to EcomHalo: your do-it-all retail accelerator and fulfillment provider.

Let’s get started.

What is a Target Supplier?

A Target Supplier is anyone who provides products to Target, including goods for resale.

You can be a first-party supplier or a third-party supplier/seller.

First-party means you sell products to Target, then Target sells those products to customers. As a first-party supplier, you fulfill Purchase Orders (POs) from Target by shipping your product to a warehouse, store, or directly to the customer.

Third-party means you sell products directly to customers via the Target.com ecommerce marketplace platform. 

4 types of Target suppliers

Retail Vendor/National distribution (in-store and online): First-party suppliers who sell products at brick-and-mortar Target stores nationwide, as well as on Target.com.	Regional distribution: First-party suppliers who sell products (generally locally relevant and/or locally made) at Target stores within a certain region.	Target.com / Ecommerce Supplier: First-party suppliers who sell products exclusively online.	Target Plus Partner: Third-party brands and retailers who sell products on Target.com.

Retail Vendor/National distribution (in-store and online): First-party suppliers who sell products at brick-and-mortar Target stores nationwide, as well as on Target.com.

Regional distribution: First-party suppliers who sell products (generally locally relevant and/or locally made) at Target stores within a certain region.

Target.com/Ecommerce Supplier: First-party suppliers who sell products exclusively online.

Target Plus Partner: Third-party brands and retailers who sell products on Target.com.

Whether you should be a first-party or third-party supplier depends on your product type, business size and scope, sales/order volume, customer base, and so on.

If you’re an established brand, a third-party seller relationship gives you the most freedom, flexibility, and control. You remain in control of your product’s pricing and marketing, and you have the option to source your own 3PL (third-party logistics) provider to handle warehousing, order fulfillment, and shipping.

Target.com vs. Target Plus

Target.com is Target’s ecommerce platform. Whether you’re a first-party supplier or a third-party seller, your products are listed for sale on Target.com.

Target Plus is an invite-only online portal/community hub for third-party sellers. It’s where third-party sellers can set up and manage their accounts to sell products on Target.com.

To join Target Plus as a third-party brand or retailer, you must fill out a Seller Application and wait for Target’s merchandising team to review and approve your request.

Researching Target’s Requirements

Target has a rigorous vetting process for their suppliers. Not only do they want high-quality, beautifully designed and packaged, wallet-friendly products with existing sales success and market traction, but you also must be able to scale your operations to meet increased demand.

In addition, Target buyers will likely check your online reputation. You don’t need to have active social media accounts and an online following, but it’s certainly a bonus—it helps prove to Target that you’ll be able to get customers in the store to buy your product. Buyers will check your customer service and product reviews, social engagement, etc.—not just to see if your brand is growing, but also to make sure your company values and priorities align with theirs.

All products must meet Target’s safety and Quality Assurance standards, as well as provide proof of claims. Private label (Target-brand) products are required to undergo additional third-party testing and a Responsible Sourcing and Sustainability audit.

Target has strict standards for how and when products are delivered to their stores and distribution centers. If you’re a third-party seller in the Drop Ship program, you must be able to consistently meet Target’s schedules and deadlines—or risk being charged penalty or non-compliance fees.

Target Drop Ship Vendor requirements

Drop Ship Vendors are Target Plus third-party sellers who ship products directly to customers. Target expects Drop Ship Vendors to provide exceptional customer service, same-day order fulfillment, and fast shipping nationwide. 

• Dedicated resource for day-to-day operations and issue management
• Ability to fulfill orders within one business day (24 hours)
• Accommodation of all carriers and shipping services (ground, next-day, second-day)
• Ability to produce a Target.com branded pack slip for every shipment
• Ability to send and receive all required EDI (Electronic Data Interchange) documents in a timely manner 

Finally, Target suppliers must have certain insurance policies.  

Insurance Requirements

Commercial General Liability (including Personal and Advertising Injury, Products/Completed Operations, Medical Payments, Bodily Injury, Property Damage)	Minimum limits of US $5,000,000 per occurrence.
Workers Compensation/Employer’s Liability	Minimum limit of $1,000,000 per occurrence for bodily injury, per employee for bodily injury by disease.
Automobile Liability	Minimum limit of $1,000,000 per occurrence.
Network Security and Privacy Liability	Minimum limit of $5,000,000 per claim, covering all network security and privacy risks (including but not limited to unauthorized data/systems access, failure of security, breach of privacy, etc.)

Commercial General Liability (including Personal and Advertising Injury, Products/Completed Operations, Medical Payments, Bodily Injury, Property Damage)

Minimum limits of US $5,000,000 per occurrence.

Workers Compensation/Employer’s Liability

Minimum limit of $1,000,000 per occurrence for bodily injury, per employee for bodily injury by disease.

Automobile Liability

Minimum limit of $1,000,000 per occurrence.

Network Security and Privacy Liability

Your business must be EDI capable. Minimum limit of $5,000,000 per claim, covering all network security and privacy risks (including but not limited to unauthorized data/systems access, failure of security, breach of privacy, etc.)

To learn more about requirements for Target suppliers, visit corporate.Target.com. 

What kind of product does Target want?

Target has 5 main product categories:

• Beauty and Household Essentials
• Food and Beverage
• Home Furnishings and Decor
• Hardlines (appliances, electronics, sporting goods, etc.)
• Apparel and Accessories 

Target’s 2022 Annual Report shared the following net sales breakdown:

In general, Target is looking for unique, high-quality, on-trend, competitively priced products that have a proven track record of success in stores and online. 

They place a heavy emphasis on sustainability, woman- and diverse-owned DTC (direct-to-consumer) brands, eco-friendly lifestyle brands, and similar. Products must be shelf-ready and able to be manufactured, packaged, and shipped in quantities and timelines that comply with Target’s strict standards. If you’re unable to scale your production and transport to meet mass retail numbers on a tight schedule, you’re unlikely to secure a partnership with Target.

4 ways to get a product into Target

1. Submit your application online

Whether you want to sell in-store, online, or both, filling out an online application is the main way to submit your product(s) for consideration.

Whether you want to sell products in-store, online, or both, the main way to get a product into Target is by submitting an application online. You can do this via corporate.target.com, or via the official Target RangeMe page. (RangeMe is a third-party product discovery platform.) Target buyers (people who source products for a retailer) review submissions in both places.

How it works: First, you fill out the Target Supplier Intake form with basic information about your company and product. Then, you submit the form and await a response from Target’s merchandising team. Receiving a response can take several weeks or longer, and responses are not guaranteed. 

If a buyer likes your product, they’ll contact you to learn more. That’s when you enter the pitching and product testing stage. After that, you’re cleared to sign a Vendor Contract, onboard, and start selling. 

Third-party sellers can fill out a Seller Application on Target Plus. It’s the same basic process: Fill out the application, submit, and await a response, which can take several weeks or longer. 

2. Hire a sales rep or retail broker

Retail brokers act as middlemen between SMBs (Small and Midsize Businesses) and retailers. They introduce you to buyers, help you pitch and negotiate a contract, and generally facilitate your relationship with that retailer. 

Brokerage services tend to specialize in one or two retailers, or local store locations. They focus more on brick-and-mortar stores than ecommerce. They’re an option if you’re focusing on a specific store location—and if you make sure to verify the broker’s connections and claims.

3. Apply to a Target acceleration program

Target has two acceleration programs: Target Takeoff and Target Forward Founders. Both programs are for consumer packaged goods (CPG) companies that want to learn how to scale into big-box retail. 

Target Takeoff is a 6-week virtual program culminating in a product pitch. Takeoff is aimed at established CPG companies that have achieved success on a small retail scale, with existing market traction such as social media engagement, revenue growth, or a growing customer base. Takeoff holds 4-5 sessions per year, with 10 companies accepted per session.

Target Forward Founders is a 10-week virtual program aimed at early-stage CPG companies looking to better understand retail, and is designed to help historically under-resourced founders build their companies. Forward Founders holds 4-5 sessions per year, with 30 companies accepted per session.

The 2023 application period for Target Takeoff and Target Forward Founders has now closed. 

However, those programs aren’t the only way to unlock retail acceleration.

4. Partner with a retail accelerator

Hey, that’s us! Here’s what we do:

• Directly introduce you to a Target buyer
• Fast-track the pitching and onboarding process, cutting weeks down to days
• Manage your inventory, order fulfillment, and drop shipping in compliance with Target’s strict standards

We’ll go into how we help later on. First, let’s dive into the Supplier Application process.

How to fill out the Target Supplier Intake form

Here’s a list of all the information required to fill out the Target Supplier Intake form. 

Once you fill out and submit the form, the next step is to wait for a response from a Target buyer. If they’re interested in learning more about your business or product, they’ll contact you.

Target Supplier Intake form

Step One

Brand name Company name Primary contact name, job title, and contact information Company website Company social media account(s) (optional)
Company type	Limited Liability Company (LLC) B Corporation (BCORP) C Corporation (CCORP) S Corporation (SCORP) Sole Proprietorship
Do you have private label manufacturing capabilities?	“Private label” is a brand of product developed exclusively for a retailer and sold/branded under the retailer’s name.
Classify the majority ownership of your company. Is 51% or more of your company diverse-owned (owned and operated by a minority category)?	Minority categories: Women Minorities/people of color People with disabilities Veterans/disabled veterans Members of the LGBTQ+ community

Step Two

Company category	Select the category most applicable to your company. Apparel and accessories company that wants to sell products via retail/wholesale distribution Baby and toddler company… Beauty company… Toys and entertainment company… Food and beverage company… Health and personal care company… Home company… Household essentials company… Pets company… Company that wants to provide services or goods to retailers (not for retail sale) Company that works with retail entrepreneurs/small businesses (e.g. retail accelerator, agency, etc.) None of the above
Business headquarters location (country) Year founded Current headcount (including self)
Projected revenue this year (estimated) Revenue last year	$1 – $9,999 $10,000 – 49,999 $50,000 – $99,999 $100,000 – $249,999 $250,000 – $499,999 $500,000 – $999,999 $1,000,000 – $1,999,999 $2 million +
List 3 unique products you’re selling and the price point for each item.
How many unique products (SKUs) do you have?
Do you have GS1-certified UPCs for your products?	GS1 is the global authority for product identification keys such as barcodes. UPC (Universal Product Code): a scannable barcode that contains data such as a GTIN. GTIN (Global Trade Item Number): a globally unique number that is used to identify your specific product or service.
Where do you sell your products?	Target provides a list of retailers (in-store and online), as well as: National, regional, or specialty grocers Warehouse/club stores Department stores Drug stores Home improvement stores Specialty retailers Other online retailers (e.g., Etsy) QVC/HSN Your company website/DTC (direct-to-consumer) Local retailers/co-ops
What are your manufacturing capabilities?	You or an employee make the products yourself at a home-based facility You own and utilize your own manufacturing equipment You work with a manufacturer Other
Are your products produced in the USA? Yes/No/Both Number of production facilities
What is your average MOQ?	MOQ (Minimum Order Quantity) is the minimum amount of product you can order from your manufacturer. 1 – 1,000 units 1,001 – 10,000 units 10,001 – 25,000 units 25,001 – 50,000 units 50,000+ units
What is your lead time for the above MOQ?	0 – 1 week 1 – 4 weeks 4 – 8 weeks 8 – 12 weeks 12+ weeks
What are your supply chain capabilities?	You or an employee fulfill orders through the Post Office (no EDI) You or an employee drop off product at a store location (no EDI) Drop ship (EDI) Drop ship (no EDI) Ship full pallet/truckload to retailer warehouse (EDI) Ship full pallet/truckload to retailer warehouse (no EDI) 3PL (third-party logistics) relationship (EDI provided) Currently do not ship product
If you have one, provide your D-U-N-S Number.	D-U-N-S Number: a unique 9-digit identifier for your business. You can register with Dun & Bradstreet and request a D-U-N-S Number free of charge.
Do you have Commercial General Liability insurance? If so, how much?
Do you have EDI (Electronic Data Interchange) capabilities? Do you have EFT (Electronic Funds Transfer) capabilities?
Do your products fit into any of the following categories? If so, your products might be classified as environmentally sensitive and have special regulations for how they’re shipped, stored, handled, etc. If your products are classified as environmentally sensitive, they may need to be registered with WERCS (Worldwide Environmental Regulatory Compliance Solutions). Target will ask if you have WERCS registration or not.	Contains powder, gel, paste, or liquid not intended for human consumption Contains a compressed gas or propellant Advertised to kill, repel, or prevent growth of any living organism Non-food liquids that are not hazardous (e.g., non-aerosol sunscreen, shampoo, etc.) Over-the-counter medications and supplements Batteries and Battery Containing Products (BPCs) Aerosol food items (e.g., cooking spray)
Does your company fit into any of the following categories? If so, Target will ask if you make any sustainability claims such as biodegradable, non-GMO, non-toxic, organic, plant-based, etc. If you make any sustainability claims, be prepared to provide proof of claims.	Baby and toddler Beauty Food and beverage Health and personal care Household essentials Kids clothing Pets

Target Plus Seller Application form 

Business information

Business name Business website Your name Your email address Do you sell products on third-party marketplaces? Yes/No
Your relation to the business	Employee Rep group/agency Channel partner/integrator

Product assortment information

Which best describes the seller?	Original manufacturer of products Authorized reseller/retailer Licensee Other
What is your largest category?	Apparel & Accessories Essentials, Beauty, Baby, & Pets Food & Beverage Hardline Home
What is the average price point of your assortment of products? How many SKUs are in your total assortment? How many SKUs do you want to sell on Target.com?

Operations information

Can you meet Target Plus shipping requirements?	Sellers are required to offer small-parcel, direct-to-consumer shipping with a 24-hour lead time and 5 or less business days in transit.
Do any of the items require LTL shipping?	Here, LTL (less-than-truckload) refers to large items that do not qualify for small-parcel shipping.
Do all items have active GS1 UPCs on the item?	The UPC (Universal Product Code) must be on the item itself.
Is the business organized under US law?	You must have a W-9 tax form with a Federal Tax ID Number/EIN (Employer Identification Number).

If Target is interested in your business, they’ll extend you an invite to Target Plus. Then, you’ll start the onboarding and account/item setup process. 

Something to keep in mind: Target’s Supplier Application is somewhat unique compared to other big-box retailers. It’s shorter, asks for less information, and doesn’t include Product Submission forms where you get a chance to pitch your products. 

What does that mean? Your website and social media have to do a lot of the initial pitching for you. If a Target buyer is interested in your business after reviewing your application, you can assume they’ll look at your website and social media accounts to learn more about your product, branding, reputation, mission and values, customer service and reviews, and so on. 

(Checking your website isn’t unique to Target buyers—but most other retailers include space for product pitches on the initial application. Target doesn’t. So, in the early stages, your website is where interested buyers will get a “first look” at your products.) 

Making Your Pitch to Target

Got a response from a Target buyer? Amazing! Now, the next step is the pitch. This is your chance to really shine—to prove that Target customers will love your product. 

So, how do you nail the pitch? 

We’ve got our top tips below—but first, let’s hear from Target. 

The following is from a Target-published resource on how to create a pitch deck (a brief visual presentation that gives potential investors an overview of your business/product). We figured it might be helpful for you to hear advice straight from the source. 

(We expanded on their wording, but the basics are the same.) 

In Target’s words: Focus on the Four Ws. 

WHO	WHAT
Who are you? What’s your professional background? What inspired you to create your business or product? What values and qualities do you bring to this space, to your business or product, to your customers?	What’s your product? What problem does it solve? What solution does it provide? What differentiates your product from similar products? What makes it stand out from the competition?

WHY	WHERE
Why do customers need this product? Why will they love it? Why does your product’s solution matter? Show how your brand can expand the retailer’s sales, offer a unique solution that isn’t already on their shelves, and align with their strategic priorities.	Where are you currently doing business? Which markets and customers are you selling to? Prepare a one-page sell sheet that shows your product assortment, with unit cost and price for each item. Be ready to identify the top items most relevant to the retailer.

The Four Ws are great for creating the core structure of your pitch. But, they’re broad in focus—aimed at investors or a general audience. We want to pitch specifically to Target.

Top tips for pitching to Target

Share performance insights

Target wants products with a proven track record. Go into your pitch prepared to prove your value by sharing data-driven performance insights: sales history (in stores and online), revenue, units sold, growth rates, industry/market volume, etc. 

Let your customers be your brand advocates. Share glowing product reviews that highlight why customers love your product and how it impacts and improves their lives. 

Show off your socials 

Target places a heavier emphasis on social media than some other retailers. If your product is hot on Instagram, that’s a huge bonus. Basically, they want proof of popularity—especially with younger, more diverse audiences. (This is a theme with a lot of legacy retailers.) 

Information to include:

• Social media traction (follower counts, email subscribers, etc.) 
• Positive press coverage
• The connection between your social engagement and how it drives sales (i.e., 100k followers doesn’t mean much if they’re not actually buying your product)

Provide a USP (Unique Selling Point)

What makes your product stand out from the competition? Make sure you can describe a unique feature or qualitythat differentiates your product from similar products already on Target’s shelves—and make sure it’s a USP that will appeal to Target’s customer base. 

Do your market research

Specificity is key. You’re not pitching to any retailer—you’re pitching to Target. You must be able to demonstrate a deep understanding of Target’s products, values, and priorities, and how they align with your own. 

Our advice? Walk the aisles—in person and online. Go into Target stores, walk around, and find the spot where your product would be shelved. Make sure your product is something Target doesn’t already have in-store. You must know exactly how your product fits. 

How does your target audience overlap with Target’s core customer base? What similar products have found success on Target’s shelves—and how is yours different? How will yours add to the lineup? 

Make it memorable

You only have a few sentences or a few minutes to stand out—to make your product stick in a buyer’s mind. Tell a memorable story about your product, with the goal of highlighting how it helps customers. Don’t get too caught up—keep it brief and to the point, with specific details about how your product provides the solution to a problem many customers face.

Some questions to jumpstart your storytelling:

• What’s the origin story of your business?
• What prompted the idea for your product?
• How does your product help people? What problem does your product solve?
• How are people currently dealing with that problem? Why is the current solution not working?
• Why are you passionate about your product?
• How has your business or product changed your life?

After you nail the pitch, you can finally start the Target supplier onboarding process. 

How long this process takes depends on your business and product, but you can expect it to take several weeks, if not months. 

But there’s a faster way. 

Partner with EcomHalo—your do-it-all retail accelerator

We’re EcomHalo: a retail accelerator and fulfillment provider redefining what it means to be a partner.

We don’t just handle your end-to-end, purchase-to-porch, pick-pack-ship fulfillment needs.

We also leverage our partnership network of 25+ top retailers to help you expand your brand, enter new revenue channels, and reach millions of customers in stores and online.

What We Provide

Direct buyer introduction	Fast-tracked onboarding	Full-service fulfillment
No need to submit your Supplier Application online and hope for a response. We directly introduce you to a Walmart retail buyer, then handle digital content creation, EDI integration, and all other requirements so you can start selling fast.	Become a supplier in days, not weeks, by leveraging our decades of connections in the big-box retail space. Import your products and channels into our easy-to-use cloud-based platform, then watch orders flow into your digital dashboard in real-time.	We fulfill all orders across all your channels—and help you optimize your omnichannel logistics so you can cut costs, save time, and launch into the future of your brand. Go ahead and hit new heights—we’ll make sure you stick the landing.

Direct buyer introduction

No need to submit your Supplier Application online and hope for a response. We directly introduce you to a Target retail buyer, then handle digital content creation, EDI integration, and all other requirements so you can start selling fast.

Fast-tracked onboarding

Become a supplier in days, not weeks, by leveraging our decades of connections in the big-box retail space. Import your products and channels into our easy-to-use cloud-based platform, then watch orders flow into your digital dashboard in real-time.

Full-service fulfillment

We fulfill all orders across all your channels—and help you optimize your omnichannel logistics so you can cut costs, save time, and launch into the future of your brand. Go ahead and hit new heights—we’ll make sure you stick the landing.

Conclusion

In this guide, we covered:

• How to get a product into Target
• Everything you need for the Supplier and Seller Application forms
• Top tips for pitching a product to Target
• A faster, easier way to get your product into Target—by partnering with a retail accelerator like EcomHalo.

Whether or not our Retail Acceleration services are the right fit for your brand, we hope you’ve found this guide helpful and informative. Wherever your journey takes you, we wish you safe travels, big windfalls, and the absolute best of luck.

Ready for a bullseye? Request a free 15-minute consultation to receive:

• A rundown of our Retail Acceleration and Fulfillment services
• Pricing options and a free quote
• Referrals to other services if we’re not the right fit

Still have questions? Connect with an EcomHalo Guardian—we’re here to help.