Selling on Michaels.
Michaels calls itself the largest specialty arts and crafts retailer in North America, and its marketplace lets brands, resellers and distributors list next to the Michaels.com assortment. e-tailize connects your catalogue and runs listings, stock and orders from one place.
Apply yourself, they review. Stuck? Expansion does it for you.
- Connected to Michaels
- Catalogue imported
- GTINs and attributes mapped
- Stock and orders in sync
- Listings live on Michaels
How do you start selling on Michaels?
Michaels accepts professional sellers with a legal entity in the United States, an EIN, a bank account there and a fulfilment location in the country. Every item needs a GTIN and ships within three business days. Through e-tailize you connect once and we keep listings, stock and orders in sync. Whether your brand fits here is what the free exploration call is for.
Michaels at a glance.
The essentials of the marketplace in one table, before you dive deeper.
| Market | United StatesCustomers in the United States only, next to over 1,300 stores. |
|---|---|
| Requirements | A legal entity in the United States, an EIN, a bank account and a fulfilment locationMichaels decides, with a verdict within fourteen business days. |
| Product data | A GTIN or UPC on every item, with no exemptionsOne catalogue covers the Michaels range and the marketplace. Images and dimensions too. |
| Fulfilment | You ship yourself from a location in the United StatesConfirm within 24 hours, ship within three business days, with valid tracking. |
| Returns | You choose no returns, thirty days or sixty daysMichaels recommends at least thirty days. Items return to you, never to a store. |
| Costs | 15% commission on the item price plus shippingNo commission on sales tax. No subscription, listing or setup fee. |
| Integration | Through the Michaels seller platform, managed by e-tailizeCatalogue, stock and orders from one place. The connection is live in a few minutes. |
| Packages | Toolkit from €229, Expansion from €349, Takeover €1,500 plus 5% of growthPer month. Free: the exploration call and the list of marketplaces that fit you. |
Six reasons to pair Michaels with e-tailize.
Your brand shown the way this channel reads
A curated craft assortment is judged on depth, seasonal timing, imagery and price. We prepare that case for you.
Codes and content that pass in one go
GTINs, titles, tags, images and dimensions stay mapped from one place, so your listings clear the checks as a batch.
No overselling when a channel is added
Inventory rules run through the same operating layer, so a channel in the United States does not put your stock out of step.
Orders, tracking and returns in one view
Every order, its status and tracking stay in one screen, so the 24 hour and three day deadlines stay workable.
The published deadlines stay reachable
Michaels expects delivery within seven business days of shipment. Fast routing and stock sync keep you there.
The same base, 200+ marketplaces and integrations
What you prepared for Michaels starts the next channel. Expanding becomes a choice, not a project.
Five steps.
- 1
Apply, yourself or with Expansion
Apply yourself and Michaels reviews. Or Expansion prepares and submits your application. Michaels decides.
✓Range reviewed✓Application submitted✓Michaels decides - 2
Import your catalogue
Bring your products into the PIM, the base for every channel.
✓Products imported✓Images loaded✓Categories recognised - 3
Make your data marketplace ready
Map your fields to what Michaels asks for: GTINs, images, tags, weight and dimensions.
✓GTINs complete✓Mandatory fields filled✓Preview checked - 4
Go live and sell
Publish your listings and run stock, orders and returns from one screen.
✓Listings live✓Stock in sync✓Orders coming in - 5
Grow into the next channel
Track results and take the same base to the next marketplace.
✓Dashboard set up✓Results analysed✓Next channel chosen
Sell almost anything. Almost.
What fits on Michaels
Michaels names the categories it wants, and they all sit around making things: craft supplies, seasonal decor, tools, baking, storage, kids and education.
What stays off the marketplace
Handmade items and finished goods belong on MakerPlace, the separate Michaels platform. Digital downloads are out, everything must be shippable, and listings without a code or image are rejected.
Questions sellers ask about Michaels.
What does selling on Michaels cost?
Michaels charges 15% commission on the item price plus the shipping you charge, and nothing on sales tax. No subscription, listing or setup fee. A $40 item with $6 shipping means $6.90 commission. e-tailize comes on top: Toolkit from €229 a month, Expansion from €349, Takeover €1,500 plus a revenue share.
Do I need a US company to sell on Michaels?
Yes. Michaels accepts sellers with a legal entity in the United States that can complete a W9, an EIN, a bank account there and a fulfilment location. Even a sole proprietor needs an EIN. Without that footprint the channel is out of reach.
Do I need a GTIN for every product on Michaels?
Yes, and there are no exemptions. Every standalone and child SKU needs one. Michaels accepts UPC, EAN, ISBN, JAN and ASIN codes, and one shared catalogue means it has to spot when several sellers offer the same item. The e-tailize PIM keeps that in one place.
How fast do I have to ship on Michaels?
Confirm every order within 24 hours, weekends included, and ship within three business days. Delivery should land no later than seven business days after shipment, with valid tracking from USPS, UPS, FedEx or DHL. e-tailize routes the orders and pushes tracking back automatically.
How do returns work on Michaels?
You set the policy: no returns, thirty days or sixty days. Michaels recommends at least thirty days. Return labels come from your own UPS account, or Michaels generates them and deducts the cost from your balance. Marketplace items are sold online only and come back to you.
Can my brand sell on Michaels, and is it worth it?
That is what the free exploration call is for. We look at your range, your margin and your setup in the United States and tell you what we think is realistic. Expansion from €349 a month, the first month paid at signing, or the Toolkit from €229 if you do it yourself.
Michaels' setup, in plain English.
e-tailize comes in three packages: you do it, we do it together, or we do it for you. Each package moves with your marketplace revenue. Michaels charges its own 15% commission on top.
Free: the exploration call and the list of marketplaces that fit you. Then you pick a package. Toolkit from €229 a month: you do it. Expansion from €349 a month, the first month at signing: we do it together. Takeover €1,500 a month plus a revenue share: we do it.
Apply yourself, they review. Stuck? Expansion does
it for you.
Book a free exploration call: you see where your range has potential in the United States and what it can earn. Expansion from €349 a month, the first month paid at signing, or the Toolkit from €229 if you do it yourself. And after Michaels? Another 200+ marketplaces and integrations.
