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AI isn’t assisting discovery. It’s rewriting it.
Explore how AI is reshaping shopper behavior — and what brands must do to stay visible.
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As ecommerce marketplaces evolve, sellers have more opportunities to reach focused, highly engaged audiences. Michaels Marketplace — an extension of Michaels.com — allows approved third-party sellers to list products alongside the retailer’s core assortment, and reach tens of millions of creative consumers each month.
This channel offers meaningful exposure to shoppers specifically seeking craft supplies, DIY tools, and creative inspiration.
And now, sellers can tap into the power and service of Feedonomics to list products, sync inventory, and automate order management for Michaels Marketplace.
Founded in 1973, Michaels is the largest specialty arts and crafts retailer in North America, with more than 1,200 stores across the U.S. and Canada. Known for offering an extensive range of art supplies, home decor, DIY kits, and seasonal products, Michaels has become a go-to destination for creative consumers.
In 2023, Michaels launched its third-party marketplace to expand its online catalog and better serve its loyal audience. Sellers now have the opportunity to reach millions of shoppers by listing products in categories such as:
Yarn, fabric, and textiles.
Painting and drawing supplies.
Crafting tools and accessories.
Educational kits and party supplies.
Listings from third-party sellers are fully integrated into the Michaels.com experience. Products appear side by side with first-party offerings, enhancing discoverability and shopper trust.
From commissions and payouts to advertising options and tax handling, Michaels offers transparency and resources to help sellers understand the marketplaces.We’ve addressed some of the most common questions. For more guidance and ongoing support, sellers can access the official resource hub.
The commission fee is 15% of the item sale price plus shipping, excluding tax.
Michaels, as a Marketplace Facilitator, automatically calculates, collects, and remits sales tax for all transactions. Sellers receive a year-end report and are encouraged to consult a tax professional for state-specific advice.
Payouts are processed weekly, every Monday. Orders become eligible 14 days after shipment, and payments for eligible orders (from Monday to Sunday) are disbursed the following Wednesday. Sellers can review payout details in the Seller Portal.
Sellers can create and manage ads through the On-Site Advertising portal, with options to manually set targeting or let Michaels’ algorithm optimize campaigns.
Sponsored Products use a cost-per-click (CPC), auction-based model. Sellers set a maximum bid per click, and the minimum daily budget is $50.
Sponsored Product ads appear on relevant search results pages. Clicking on a Sponsored Product ad directs customers to the product detail page.
Order confirmations are required within 24 hours of receipt, including weekends.
Orders must be shipped within 3 business days and should arrive to customers within 7 business days of shipment.
Sellers may use Amazon’s Multi-Channel Fulfillment (MCF) with unbranded packaging, but not Amazon Logistics. Only USPS, UPS, FedEx, or DHL are permitted.
Packages must be shipped in seller-branded or plain packaging. Use of competitor-branded boxes or marketing inserts is prohibited.
Sellers can define custom shipping rates or offer free shipping. Rates can be based on cart subtotal.
Tracking from one of four major U.S. carriers (UPS, USPS, FedEx, DHL) must be provided for every order.
Orders can be confirmed or canceled via the Seller Portal or API, and must be addressed within 24 hours.
Getting started on Michaels Marketplace is straightforward, but sellers who succeed typically follow a few essential practices:
Enrich your product titles and descriptions for the creative audience.
Ensure all required attributes are present, including materials, dimensions, and intended use.
Include lifestyle images where possible to help products stand out.
Understand how your SKUs align with Michaels’ taxonomy.
Assign accurate tags for search and filtering.
Frequent inventory updates help avoid oversells and cancellations.
Consider buffer stock levels for high-demand items.
Automate order ingestion and routing.
Use centralized systems to manage fulfillment and customer communication.
Review product-level performance data.
Optimize listings seasonally and based on customer behavior.
Feedonomics helps ecommerce teams manage and optimize product data at scale. For Michaels Marketplace sellers, this means:
Feedonomics transforms your raw catalog data into marketplace-ready listings that meet Michaels’ requirements and perform well in search.
Maintain accurate stock levels across all channels, including Michaels, other 3rd-party marketplaces, and your ecommerce platform.
Streamline fulfillment and keep customers happy. Feedonomics pulls order data from Michaels Marketplace into your central system or ERP, eliminating the need for manual exports or disjointed dashboards.
Whether you’re adding Michaels to your strategy or managing ten marketplaces, Feedonomics centralizes your data operations.
Michaels Marketplace is a third-party ecommerce platform operated by Michaels that enables approved sellers to offer their products directly to customers on Michaels.com. This platform extends Michaels’ existing catalog by allowing external brands to list craft, DIY, and hobby-related items, expanding the range of products available to the site’s millions of monthly visitors.
Yes. Listings from Marketplace sellers are fully integrated into the main Michaels.com catalog. This means that customers searching for products will see third-party items alongside Michaels’ own inventory, giving sellers high visibility and a seamless shopping experience for consumers.
Michaels Marketplace is best suited for brands, retailers, and distributors with high-volume, scalable product catalogs. Sellers offering craft supplies, tools, educational kits, party decor, and other creative or seasonal items are a strong fit. If your business serves creative customers with mass-produced or branded items, this is an ideal platform.
Michaels Marketplace is designed for brands, retailers, and resellers selling mass-produced or brand-name products with fulfillment managed through API or seller portals. MakerPlace by Michaels, on the other hand, is intended for independent artists and creators who sell handmade, one-of-a-kind items through standalone storefronts. Marketplace listings appear within the main Michaels.com catalog, while MakerPlace is a separate platform. Marketplace is for mass-produced goods from brands and retailers; MakerPlace is for handmade, artisanal items from individual creators.
Feedonomics enables sellers to streamline and scale their operations on Michaels Marketplace through end-to-end automation. This includes transforming product data into optimized listings, syncing real-time inventory across all channels, and automating order flow directly into sellers’ existing systems. By removing manual processes, Feedonomics helps sellers focus on growth and performance while ensuring compliance with Michaels’ listing standards.
Mario Weddell
Senior Content Marketing Manager
