Kohl’s moves digital marketplace from pilot to full launch

Another retailer is expanding its e-commerce assortment with a third-party digital marketplace.

Following a successful pilot, Kohl’s Corp. is officially rolling out expanding its new digital marketplace platform. Known as Kohl’s Marketplace, the platform offers a curated online assortment of new brands which is seamlessly integrated and sold on the main Kohl’s e-commerce site. Products are shipped directly from third-party sellers. 

Currently, Kohl’s Marketplace offers thousands of products from sellers in categories such as apparel, fitness, wellness, toys, and home. Kohl’s has opened its marketplace to sellers in all areas, specifically seeking growth in categories including: 

• Apparel & Accessories: Men’s, women’s, kids, bags, backpacks, sunglasses, gloves, hats & scarves.
• Sports & Fitness: Exercise equipment, sporting goods, health & wellness.
• Pet Supplies: Beds & furniture, bowls & feeders, toys.
• Home: Furniture, kitchen, home decor, patio & garden.
• Toys: Baby, kids & toddler, outdoor.
• Baby Gear: Furniture, carriers & strollers, health & cleaning.
• Electronics: Computers, computer accessories, gaming consoles, mobile accessories.

Marketplace customers can earn and redeem Kohl’s Cash coupons and loyalty rewards points, as well as pay for their marketplace purchases with their Kohl’s credit card. The user experience is designed to be seamless within Kohls.com, identifying marketplace products with a badge.

Kohl’s Marketplace items are also eligible for in-store returns at any of the retailer’s locations.

Online marketplaces grow in popularity

An increasing number of retailers across various verticals have been launching online third-party marketplaces. In February 2023, North American specialty arts & crafts retailer The Michaels Companies increased its online product inventory from 250,000 items to more than 1 million goods via a new third-party digital marketplace.

Department store retailer Macy’s Inc. also recently unveiled a new digital marketplace, running on a Mirakl enterprise marketplace technology platform that has been customized by Macy’s digital, merchant and technology teams.

Meanwhile, Canadian department store retailer Hudson’s Bay has partnered with Mirakl to launch its own online third-party sales platform, Marketplace. eBay, Amazon, and Walmart have long been the leading retailers offering this type of curated e-commerce platform connecting third-party sellers to their customers.

Retailers including Kroger and Chipotle have also taken steps toward opening U.S. online marketplaces. And it’s not just major chains. Independent furniture retailer Mathis Home operates Mathis Marketplace, an online home furnishings marketplace featuring a curated selection of products from third-party sellers, as well its existing collections.

Based in Menomonee Falls, Wis., Kohl’s operates more than 1,100 stores in 49 states.