Best Buy Relaunches U.S. Marketplace
Best Buy officially launched its new digital marketplace on Aug. 19, more than doubling the number of products available on BestBuy.com and through the Best Buy app.
Powered by Mirakl, Best Buy Marketplace represents the retailer’s largest-ever assortment expansion, according to a corporate blog post. The launch integrates products from third-party sellers directly into Best Buy’s digital ecosystem, introducing hundreds of brands across categories including seasonal decor, automotive tech, office and home, and music. Licensed sports merchandise from Fanatics will also be added in the coming months.
The marketplace also marks the return of physical movies — Blu-ray discs, DVDs and 4K SteelBooks — after Best Buy exited the category in 2023.
Marketplace Evolution
Best Buy ventured into third-party marketplaces in 2011 but shuttered that effort in 2016. That same year, however, Best Buy Canada successfully launched its own Mirakl-powered marketplace, which has since informed the improved U.S. rollout.
CEO Corie Barry suggested during a March earnings call that the new U.S. marketplace will not only drive profit dollars and unit share but also create fresh opportunities for its retail media arm, Best Buy Ads, fueled by increased site traffic and new advertiser relationships.
Omnichannel Integration
Marketplace purchases carry the same service and convenience expectations as Best Buy’s core assortment. Shoppers can return items purchased from third-party sellers either by mail or at any Best Buy store.
In stores, Blue Shirt associates will continue supporting product discovery by helping customers navigate expanded product categories both in-store and online.
New Assortment Highlights
- Expanded Tech Selection: A wider lineup of gaming accessories, monitors, and mobile accessories from brands such as Razer, MSI, Samsung, LG and Lenovo. In mobile accessories, the assortment tripled.
- Licensed Sports Merchandise (Coming Soon): Team-branded gear and collectibles through Best Buy’s new Fanatics partnership.
- Small Appliances: A wider selection of kitchen and floor care products from Crock-Pot, Martha Stewart, Tineco, Eufy and others.
- Home & Office: A tripled assortment of furniture, including desks, sofas, patio sets and entertainment units.
- Seasonal & Entertainment: Expanded holiday decor, toys, Funko collectibles, musical instruments and a relaunched assortment of movies.
The marketplace model gives Best Buy flexibility to scale its digital shelf rapidly while maintaining in-store service. The expansion also creates opportunities for brands to access Best Buy’s digital and retail media ecosystem, positioning the retailer to capture a greater share of spending in categories beyond core consumer electronics.
