In this episode, the Middlemen dive into the recent partnership between Target Plus and Shopify, examining both the hype and the reality behind the headlines. The hosts break down what the deal actually means for D2C brands hoping to get their products onto a major retailer’s platform, and why the integration may not be as transformative as some news coverage suggests. They discuss how the partnership works through a paid app, the curated nature of Target’s marketplace, and the limited scope of the opportunity for most Shopify merchants. The conversation also explores Target’s approach to curation versus the “endless aisle” strategy of Amazon, potential conflicts with private label products, and the broader implications for product discovery and brand-building in today’s e-commerce landscape. Listeners will come away with a nuanced perspective on whether this move is a game-changer or just another incremental step in retail’s ongoing evolution.

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