US-based department store chain Macy’s has launched a digital marketplace on macys.com for customers.

Initially announced in November last year, the marketplace offers customers access to more than 20 product categories and 400 of the latest brands from third-party merchants and brand partners.

The curated marketplace is powered by technology company Mirakl and customised by MACY ’s digital, merchant and technology teams.

It enables third-party sellers to integrate their products into Macy’s e-commerce architecture, with seller tools to help them monitor and attempt to drive and expand their businesses with Macy’s.

Macy’s said that it will select sellers and brands for the platform based on business needs and its product and fulfilment standards.

The marketplace aims to offer a simple onboarding process for sellers, supporting their ongoing elevation and growth.

As part of its ‘Mission Every One’ social purpose platform, Macy’s expects to have 20% of marketplace sellers and brands from underrepresented enterprises by the end of this year.

By collaborating with brands, the retailer also expects to increase the penetration of diverse-owned, women-owned and sustainable options for consumers through its digital marketplace.

In addition, marketplace shoppers will be given access to all the benefits of their Star Rewards loyalty benefits, as well as easy returns.

Macy’s chief digital and customer officer Matt Baer said: “After a year of intense work creating an exceptional experience for customers and sellers, we are thrilled to launch a curated marketplace on macys.com, expanding our digital assortment to new categories, brands and products that our customers will love.

“Seamlessly integrated into Macy’s digital shopping experience, marketplace gives our customers access to an array of expertly curated products — from apparel and beauty to home improvement, toys, pet products and more.”

Based in New York City, Macy’s operates the Macy’s, Bloomingdale’s and Bluemercury brands.