Lowe’s Opens Marketplace to More Sellers—Goflow Integration Now Live
A new retail channel with real reach, now accessible through Goflow.
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What’s happening:
Lowe’s is expanding its third-party marketplace to significantly grow its online product assortment and give customers access to a broader range of home improvement and lifestyle products. The retailer is actively inviting qualified sellers to join the platform.
Why it matters:
Lowe’s is one of the most trusted names in retail. For sellers, this expansion offers direct access to millions of high-intent customers shopping for home improvement, décor, tools, storage, and seasonal products. Goflow now supports a full integration with Lowe’s Marketplace, and sellers can apply to join directly through our unique referral link.
At a Glance
Lowe’s is scaling its online marketplace to expand product selection and vendor diversity
Goflow provides an official integration for sellers to list, sync, and fulfill through Lowe’s
Marketplace onboarding is now open—apply via Goflow to get started
(Source: Digital Commerce 360)
The Deep Dive
Why Lowe’s Is Expanding Its Marketplace
As part of its broader digital strategy, Lowe’s is turning to third-party sellers to strengthen its online assortment. The goal: provide customers with more choice across key categories while preserving the quality and brand trust Lowe’s is known for.
“We want to offer an endless aisle experience,” said a Lowe’s representative quoted in Digital Commerce 360. “The marketplace allows us to expand faster and smarter.”
This move follows similar marketplace expansions by competitors like Walmart and Target, with a focus on high-quality curation, not scale for scale’s sake.
Why It’s a Strategic Channel for Sellers
Lowe’s isn’t just another marketplace. With over 1,700 stores and a strong customer base of homeowners, contractors, and small businesses, it offers built-in demand across high-margin verticals like:
Tools and hardware
Storage and organization
Lawn and garden
Outdoor living
Home décor and lighting
Cleaning, air quality, and seasonal categories
This makes Lowe’s an attractive channel for brands looking to grow beyond Amazon, Walmart, and Target—especially those that align with home and lifestyle use cases.
Goflow Integration Makes Onboarding Seamless
Goflow’s integration with Lowe’s Marketplace enables sellers to:
Sync listings and ensure compliance with Lowe’s catalog standards
Manage inventory and orders in real time across all channels
Fulfill directly or through 3PLs, with complete order routing control
This removes the complexity of managing Lowe’s as a standalone channel and allows for scale without added operational overhead.
What Sellers Should Do Now
1. Evaluate Category Fit
If your products align with Lowe’s audience—home improvement, tools, décor, or seasonal—this is a meaningful expansion opportunity.
2. Prepare Your Listings
Optimize product titles, attributes, and imagery to meet Lowe’s catalog expectations. Goflow users can prepare this centrally before submission.
3. Apply Through Goflow
We’re offering priority onboarding support for qualified sellers. Apply now through Goflow to access the marketplace and begin setup using our platform.
What to Watch
Future rollout of fulfillment services or performance incentives
Growth in non-core categories (e.g., furniture, indoor wellness, lighting)
Seller onboarding thresholds and category caps as the program scales
Bottom Line
Lowe’s is opening the door for third-party sellers—and Goflow is holding the key. With full integration in place, our users can apply, connect, and sell faster than ever.
If your brand belongs in front of the Lowe’s customer, now’s the time to move.