“CommerceHub and ChannelAdvisor provide valuable integration tools and services that supplement our full-service Seller Portal and direct APIs, enabling a smooth onboarding for high quality marketplace sellers to list their products and sell on Michaels.com.”
Jason Brenner
Senior Vice President at Michaels
Customer Story
Michaels is the largest arts and crafts retail chain in North America. In addition to their retail outlets, The Michaels Companies also own multiple brands that allow them to collectively provide arts, crafts, framing, floral, home décor, and seasonal merchandise to hobbyists and do-it-yourself home decorators. Michaels believes anyone can make, and they’re on a mission to inspire and encourage everyone to unleash his or her inner maker.
To support the company’s ecommerce ambitions and its ability to better serve customers online, Michaels and CommerceHub established an online marketplace integration partnership.
The partnership supports the Michaels.com online marketplace, providing millions of consumers access to an even more expansive, curated assortment of products and an exceptional customer experience, powered by CommerceHub and ChannelAdvisor, a CommerceHub company.
The new specialty arts and crafts marketplace provides Michaels.com customers with a vast, curated assortment of over 750,000 new items selected to meet the expectations for quality, creativity, and inspiration that Michaels has delivered on for fifty years. Michaels is planning to add new sellers in categories including arts and crafts supplies, candle and soapmaking, leather and wood work, baking, tools and tech, yarn, stitchery, kids, toys, education, journaling, seasonal products and more.
To quickly and easily scale its marketplace product assortment, Michaels has created a full-service Seller Portal and is leveraging CommerceHub marketplace solutions as an integration partner, including supplier onboarding tools and APIs that can streamline the connection of tens of thousands of brands on its network to the new marketplace. Additionally, CommerceHub and ChannelAdvisor generate awareness and engagement across their extensive combined network of brands with marketing capabilities that support ongoing expansion of
curated sellers to the Michaels marketplace.
“Our Michaels.com marketplace aims to deliver not only an expanded assortment of the high-quality products our customers are looking for in a seamless shopping experience, but also a best-in-class experience for our gated set of marketplace sellers,” says Jason Brenner, Senior Vice President at Michaels.
In 2022, CommerceHub merged with ChannelAdvisor, creating a significantly expanded network of over 40,000 retailers and brands, and a portfolio of solutions and services enabling networked commerce for global businesses. Michaels leverages the capabilities of both CommerceHub and ChannelAdvisor together to increase efficiently curated product assortment, enabling profitable ecommerce growth for Michaels and the brands it works with, as well as increasing opportunities to delight customers.
“CommerceHub and ChannelAdvisor provide valuable integration tools and services that supplement our full-service Seller Portal and direct APIs, enabling a smooth onboarding for high quality marketplace sellers to list their products and sell on Michaels.com,” Brenner adds.
CommerceHub recognizes the commitment Michaels makes to delivering exceptional customer experiences, and supports this with innovative technology, built on an extensive commerce network, to reduce friction for more brands to participate in the marketplace. This enables Michaels to easily launch and scale new products and increases their agility in responding to what their customers want, when they want it.
Our team of ecommerce marketplace experts works with hundreds of brands to connect and grow their ecommerce presence.
To learn more about how we can help your brand rapidly scale, contact us.
