Best Buy more than doubles inventory with online marketplace
The third-party digital marketplace vertical has gained a significant new entrant.
Starting Tuesday, Aug. 19, 2025, Best Buy is offering a digital marketplace on its e-commerce site and app. According to Best Buy, this more than doubles the number of products available and adds new brands, categories and products to its assortment.
Built on the Mirakl digital marketplace platform, Best Buy Marketplace represents the largest-ever expansion of the retailer’s product assortment and adds categories including seasonal decor, automotive tech, office and home, movies and music, musical instruments, and toys including Funko collectibles.
[READ MORE: Best Buy to launch online marketplace in summer 2025]
Best Buy also plans to soon introduce licensed sports merchandise to its marketplace product lineup in partnership with Fanatics. The assortment will include accessories such as phone cases and mini football helmets.
“Our customers have always looked to us to bring excitement and inspiration in ways only technology can,” said Frank Bedo, chief marketplace and e-commerce officer at Best Buy. “With marketplace, we’re able to give them not only more of the latest technology, but a massive new collection of products outside of the tech space so we can truly offer the full experience they need.”
Customers can return products purchased through a marketplace seller at their local Best Buy store, in addition to shipping it back to the seller. Store associates are available to help customers shop products across the marketplace assortment in-store and online.
This includes recommending products, like accessories to pair, as well as helping build out a cart with a customer on BestBuy.com for a seamless experience.
Best Buy has been attempting to boost sales and broaden its assortment this year without directly taking on new overhead. Other examples include the Best Buy Creator program, a new platform that enables influencers and creators to partner directly with the retailer via shoppable online storefronts; as well as a pilot that will bring shop-in-shops showcasing Ikea-styled kitchen and laundry room settings to Best Buy stores.
How it works
Interested sellers can apply to participate via a link on the Best Buy site. Once approved, they have access to integration tools and dedicated account management that will enable them to set up a digital marketplace storefront and start selling goods.
Participating sellers will be able to use Best Buy’s omnichannel retail capabilities, such as limited-time and quantity product drops, and take part in the retailer’s promotional sales. They will also have access to Best Buy Ads, the company’s in-house media company designed to help its suppliers provide shoppers with targeted, timed promotional messages based on its customer relationships and insights.
Digital marketplace model establishes itself
Large online marketplaces are growing in popularity. Although eBay could be considered the first successful online marketplace, the model then spread to mass merchandise and department store retailers such as Amazon and Walmart, and has become widely adopted across verticals.
For example, Lowe’s scaled up the assortment of its online marketplace, first introduced in December 2024, in May 2025. Other retailers operating digital marketplaces include Kroger and L’Oreal.
