Lowe’s is deepening its push into ecommerce by accelerating the rollout of its third-party online marketplace, a key piece of its broader digital strategy aimed at transforming the 102-year-old retailer into a more flexible, omnichannel platform.

The retailer launched Lowe’s Marketplace in December. Now, it’s signaling a significant commitment to scaling the initiative. It’s betting that expanded online assortment and fulfillment flexibility will drive growth among both do-it-yourself (DIY) consumers and professional contractors.

It designed the expansion to address growing customer demand for convenience, variety, and access to niche or premium products consumers will not typically find in its stores. It also positions Lowe’s to better compete in a rapidly evolving home improvement landscape where digital expectations are rising and traditional brick-and-mortar advantages are narrowing.

Lowe’s is No. 11 in the Top 2000 Database, which ranks North America’s largest online retailers by annual ecommerce sales. The retailer is in the Hardware & Home Improvement category. Digital Commerce 360 projects that Lowe’s online sales will reach $11.48 billion in 2025.

Lowe’s online marketplace

Lowe’s has more than 1,700 physical locations and an extensive supply chain already in place. It uses its stores as hybrid fulfillment centers for many online orders.

However, Lowe’s third-party marketplace model represents a major shift. Rather than stocking every product itself, Lowe’s is increasingly relying on trusted external sellers to broaden its digital shelves. That includes supplying products for categories such as home décor, furniture, tools, kitchen and bath, and outdoor living.

Since its soft launch, Lowe’s Marketplace has grown to include thousands of SKUs from vetted sellers, many of which are small- to mid-sized businesses or existing Lowe’s vendors. These sellers are integrated into Lowes.com, meaning shoppers experience a seamless digital storefront regardless of whether an item is sold directly by Lowe’s or via a marketplace partner.

Customers can earn loyalty points on marketplace purchases through the MyLowe’s Rewards program, and all items are eligible for home delivery. Returns, notably, can be handled at any Lowe’s retail store — offering an added layer of convenience that many online marketplaces lack.

For Lowe’s, the marketplace is more than just a product expansion play. It’s a cornerstone of the company’s “Total Home Strategy,” which focuses on becoming a one-stop shop for every phase of a customer’s home improvement journey. That strategy has included investments in supply chain modernization, omnichannel fulfillment, and technology enhancements.

The marketplace adds a new dimension: infinite shelf space without the associated inventory risk.

“Our focus is on relevance, not just range,” said Seemantini Godbole, chief digital and information officer at Lowe’s. “It’s not about stocking everything — it’s about offering the right solutions, from the right sellers, at the right time. The marketplace enables us to do that on a scale, while still maintaining the trust and quality customers expect from Lowe’s.”

Lowe’s partners with Mirakl on online marketplace

To support this scaling effort, Lowe’s is partnering with Mirakl.

Mirakl is a France-based software company that provides marketplace infrastructure to leading global retailers. It says its platform allows third-party sellers to manage listings, pricing, and logistics with greater ease, accelerating onboarding and integration. Its technology also gives Lowe’s more control over seller vetting and performance monitoring, which is critical to maintaining brand standards.

“Mirakl brings the tools we need to move quickly and scale responsibly,” said Michael McCluskey, vice president of marketplace at Lowe’s. “This isn’t about flooding the site with products. We’re building a curated experience that extends our aisle with quality, not clutter.”

Lowe’s approach contrasts with some general-purpose marketplaces, which often prioritize volume over customer experience. Instead, Lowe’s says it is taking a more selective stance. It’s screening sellers, monitoring reviews, and ensuring that products align with its merchandising strategy. That includes offering products across a broad price spectrum — from value-driven basics to premium brands that serve affluent DIYers and high-spend Pro customers.

The timing of this expansion is also notable. As housing trends shift and consumer spending continues to tilt toward home-related investments, Lowe’s is positioning its digital marketplace to meet emerging demands. Those range from seasonal garden furniture to specialized tools and high-end kitchen fixtures. The company sees the marketplace not only as a sales engine but also as a data-rich environment to test new categories and identify gaps in its traditional assortment.

For sellers, the appeal is access to Lowe’s massive customer base, brand trust, and store network. For Lowe’s, the marketplace represents a way to future-proof its business in a retail sector where success increasingly depends on flexibility, speed, and digital innovation.

Sign up

Sign up for a complimentary subscription to Digital Commerce 360 B2B News. It covers technology and business trends in the growing B2B ecommerce industry. Contact Mark Brohan, senior vice president of B2B and Market Research, at [email protected]. Follow him on Twitter @markbrohan. Follow us on LinkedIn, X (formerly Twitter), Facebook and YouTube.