📺 Stream EntrepreneurTV for Free 📺

Target Is Seriously Expanding Its Online Subscription Service Target's online subscription service launched in September with just 150 baby-care items. Now, it's increasing its product offering tenfold, offering everything from K-cups to dog food for regular delivery.

By Kate Taylor

entrepreneur daily

Opinions expressed by Entrepreneur contributors are their own.

Target's subscription services are about to explode, with the retailer making a slew of products -- from tampons to coffee K-cups – available for regular delivery.

Yesterday, the retail chain announced that it was increasing Target Subscription services tenfold to include more than 1,500 products. Customers can choose how frequently they wish to receive regular deliveries of an item, with the product being shipped for free to their doorstep.

Target began testing subscription services last September, when the chain launched the service for 150 baby-care basics. Despite minimal marketing, the service quickly caught on, and now accounts for more than 15 percent of online sales for eligible items.

The success of the subscription model for baby-care items encouraged Target to expedite plans to expand and add more products, according to Target spokesperson Eddie Baeb.

"We're adding items that if you woke up at 6 in the morning, you wouldn't want to run out of," says Baeb. That means toilet paper, concealer and coffee will all be available.

Related: Target Falls for the Terrifying 'Thigh Gap' Trend and Totally Gets Busted

Target also focused on creating subscription delivery options items that would be inconvenient to buy in the stores, such as bulky bags of dog food and oversized packs of paper towels.

The third grouping of new subscription items are those that require regular, infrequent deliveries, like furnace filters and Brita filters. In the words of Baeb, "the things you know you should replace but you kind of forget."

With the huge growth of subscription service offerings, Target takes another step to grow its online presence. In the fall, the store began offering in-store pickup for online purchases, removing the delivery middleman. As big box stores have struggled to compete with online megabrands such as Amazon in ecommerce, one of Target's biggest weapons can be offering a diversity of sales options – in-store, online, subscription services, or a mixture of the two.

"For us, it's an online sale, but it's a Target sale," says Baeb.

Related: Target to Bring Baby Goods to Your Door Through New Subscription Service

Kate Taylor


Kate Taylor is a reporter at Business Insider. She was previously a reporter at Entrepreneur. Get in touch with tips and feedback on Twitter at @Kate_H_Taylor. 

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Side Hustle

These Coworkers-Turned-Friends Started a Side Hustle on Amazon — Now It's a 'Full Hustle' Earning Over $20 Million a Year: 'Jump in With Both Feet'

Achal Patel and Russell Gong met at a large consulting firm and "bonded over a shared vision to create a mission-led company."

Business News

These Are the 10 Most Profitable Cities for Airbnb Hosts, According to a New Report

Here's where Airbnb property owners and hosts are making the most money.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

Side Hustle

How to Turn Your Hobby Into a Successful Business

A hobby, interest or charity project can turn into a money-making business if you know the right steps to take.

Starting a Business

This Couple Turned Their Startup Into a $150 Million Food Delivery Company. Here's What They Did Early On to Make It Happen.

Selling only online to your customers has many perks. But the founders of Little Spoon want you to know four things if you want to see accelerated growth.


All Startups Need a Well-Defined Brand Positioning Statement. Here's a 3-Step Framework to Help You Craft One.

Startup founders often lack time but they should invest resources in identifying a winning brand position that will then drive all their strategic decisions.