Home Macy’s Launches Marketplace To Advance Omnichannel Strategy
September 28, 2022

Macy’s Launches Marketplace To Advance Omnichannel Strategy

Macy’s aims to advance its omnichannel strategy with the launch of a digital marketplace on macys.com which will provide shoppers with a curated assortment of new brands, merchandise categories and products from third-party merchants and brand partners.

The macys.com marketplace will offer customers access to more than 20 product categories and 400 new brands that meet their diverse needs and will be seamlessly integrated into the product assortment on site, the company related. Select marketplace categories and featured new brands include:

  • Baby & Children’s apparel with Bonsie Baby, Dabble & Dollop, Wabi Baby
  • Beauty & Wellness with L’Occitane, Mary Ruth’s
  • Electronics with LG, Samsung, Sony, TCL
  • Gifting with The Million Roses, Teaspressa, Wrappr
  • Home with Ettitude, Smeg, Sunday Citizen, W&P
  • Maternity with Everly Grey, Ingrid & Isabel
  • Pets with Little Beast
  • Toys & Video Games with Magna-Tiles

For its marketplace, Macy’s noted it will choose sellers and brands that align with business needs and Macy’s high-quality product and fulfillment standards. Macy’s developed the marketplace with Mirakl, an enterprise marketplace technology company. The retailer’s digital, merchant and technology teams customized the platform to provide third-party sellers with easy integration of their products into Macy’s e-commerce architecture, the company asserted, incorporating seller tools that can help them monitor, drive and grow their businesses.

Macy’s stated its marketplace offers customers a cohesive digital experience shopping online or through Macy’s mobile app. The only visible difference on marketplace pages is a badge indicating that the product will be shipped by a third-party seller, Macy’s pointed out. Star Rewards loyalty customers will enjoy their program benefits when shopping marketplace sellers, in addition to easy returns, the retailer reported.

The curated assortment also will serve to highlight Macy’s commitments to sustainability and diversity, equity and inclusion made through its social purpose platform, Mission Every One. Macy’s is partnering with brands that increase the penetration of women-owned, diverse-owned and sustainable options for consumers in its marketplace operation, Macy’s maintained, adding that this fall, 20% percent of marketplace sellers and brands will be from underrepresented enterprises.

“Our marketplace complements our existing omnichannel strategy and is another platform we will use to find the most efficient distribution strategy for our partners. Not only will we continue to maximize brands and existing assortments, but we will use the marketplace to test and customize our assortments based on customer demand,” said Josh Janos, Macy’s vp of marketplace, in announcing the launch.

As the marketplace platform is scaled, Macy’s will continue to collaborate with a select, curated group of sellers and brands to expand the assortment available, according to the company. 

“After a year of intense work creating an exceptional experience for customers and sellers, we are thrilled to launch a curated marketplace on macys.com, expanding our digital assortment to new categories, brands and products that our customers will love,” said Matt Baer, Macy’s chief digital and customer officer. “Seamlessly integrated into Macy’s digital shopping experience, marketplace gives our customers access to an array of expertly curated products from apparel and beauty to home improvement, toys, pet products and more.”

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