I have to explain to guests that target.com is a different company within Target, we treat target.com as a competitor just like Best Buy, Walgreens, Rite Aid, Costco, Walmart or Amazon.
At times, it does get frustrating, but at least it's easier to verify a price match with Target than with other competitors. Frequently, the specific product we sell or they sell LOOKS the same but has a different SKU or minor differences in content, i.e. "Walmart Exclusive" or "Only At Target" version. You aren't required to price match unless it literally is the same exact item.