Target joins Uber Eats as Wesfarmers pushes deeper into on-demand retail

Target will become the first major Australian fashion retailer to launch on Uber Eats, extending the delivery platform beyond its traditional food and convenience heartland.

The partnership launches today across 20 stores, offering fashion, beauty, homewares, toys, baby products and everyday essentials through the Uber Eats app. More stores will join from the new year as part of a broader national rollout.

The move expands the types of purchases Australians can make through Uber Eats, taking a platform synonymous with takeaway and grocery delivery into apparel and broader department store retail.

The move follows fellow Wesfarmers retailer Bunnings joining Uber Eats earlier this year, extending the group's presence on the delivery platform beyond hardware and into fashion and general merchandise.

Bunnings initially launched its Uber Eats partnership as a five-store Melbourne pilot before expanding the service following strong demand from retail and trade customers. Target's arrival now puts a second major Wesfarmers retail business on the platform as the group experiments with faster, on-demand fulfilment across its store networks.

Target chief customer officer Bernard Wilson said the retailer was responding to growing demand for flexibility around how and when customers shop.

“Customers are looking for more ease and flexibility than ever before, and our focus is on building an online offer that works around them, whether they're planning ahead or need something quickly,” Wilson said.

“We've spent 100 years helping Australians access products they'll love at great value. This partnership is another way we're making it easier for customers to shop with Target, wherever and whenever it suits them.”

SEE MORE: Target bets on brand love as it plots its next 100 years

Target is pitching use cases ranging from last-minute birthday presents and children's essentials to event dressing, homewares and seasonal purchases, with delivery expected within an hour. Products will be offered at the same price as Target stores, although Uber Eats delivery and service fees will apply. Orders will be picked from participating Target stores.

Uber Eats Australia and New Zealand managing director Lucas Groeneveld said bringing Target onto the platform reflected changing expectations around delivery.

“Customers increasingly expect to be able to get what they need without planning days ahead,” Groeneveld said. “Bringing Target onto Uber Eats means more of those everyday needs can arrive at their door in under an hour, making on-demand delivery useful for even more moments in their day.”

The timing puts the new service in market ahead of the critical Christmas shopping period, when last-minute gifts and seasonal purchases could provide an early test of demand.

Target said the first 20 stores were selected in high-demand areas, although it has not identified what measures will determine the pace or scale of the national rollout.

The Uber Eats deal comes during Target's centenary year, as the retailer marks 100 years in the Australian market. Target is using its landmark date to sharpen what the retailer stands for, with a refreshed brand built around quality, style, value and trust as it enters its second century.