Marketplace Momentum at Best Buy

Best Buy is entering the marketplace game with purpose and precision. Backed by technology partner Mirakl, the marketplace is set to launch publicly this summer - applications are live, and third-party sellers are already onboarding.

While companies like Amazon and Walmart have built open ecosystems that prioritize scale and optionality, Best Buy is taking a curated approach, where trust, product quality, and customer experience are prioritized. The goal? To broaden assortment, welcome new categories, and capture additional online demand - all without expanding internal inventory.

According to Best Buy’s seller portal, the company serves over 200 million customers and sees 10+ billion annual site visits. This new marketplace allows emerging brands to reach a massive audience through a platform designed to protect both brand integrity and customer expectations.

This move is not just an assortment boost - it’s an ad revenue magnet. As Forbes recently pointed out, a growing third-party seller network leads to more product listings and more shopper searches. This will fuel impressions and monetization opportunities - more eyes on products means greater visibility, and ultimately, greater returns for Best Buy. With advertising intentionally woven into the strategy from day one, the company is better positioned to compete with retailers that already leverage vast digital reach.

For sellers, it’s an exciting new way to get discovered. For customers, it means a wide variety of options from trusted sources. And for Best Buy, it’s a smart next step toward long-term digital growth.