Best Buy has launched a third-party marketplace on its website and mobile app, more than doubling the number of products customers can shop for and marking the retailer’s largest digital expansion to date.
Best Buy built the marketplace on software from Mirakl. It adds hundreds of contemporary brands and product categories ranging from small appliances and furniture to seasonal décor, toys, musical instruments, and licensed sports merchandise through a partnership with Fanatics. Movies on Blu-Ray, DVD, and 4K formats are also returning to Best Buy’s assortment.
Frank Bedo, who became Best Buy’s chief digital officer in October 2024 after holding senior merchandising roles, is leading the initiative. Bedo succeeded former ecommerce chief Mary Lou Kelley. He now oversees digital strategy, marketplace operations and online growth.
In an interview about the launch, Bedo described the marketplace as an extension of Best Buy’s existing platform rather than a separate channel.
“In addition to the products you know and love from Best Buy, you’ll now also see items sold by third-party sellers, all in one seamless experience,” he said.
Best Buy ranks No. 8 in the Top 2000. The Top 2000 database is Digital Commerce 360’s ranking of the largest North American online retailers by their annual ecommerce sales. Best Buy falls under the Consumer Electronics category. Digital Commerce 360 projects Best Buy ecommerce sales in 2025 to decline 5.4% to $12.04 billion.
Best Buy’s new online marketplace
The online marketplace doubles Best Buy’s overall assortment and triples it in certain categories, according to Bedo. It introduces new lines of cookware and home goods to complement large appliance sales, as well as expanded furniture options such as desks, barstools and sofas to pair with home entertainment purchases.
“Shopping for a smart fridge? Now you can get cookware or dinnerware in the same place,” Bedo said. “Redesigning your living room with a new TV? Marketplace now offers coffee tables and seating to complete the space.”
Electronics remain central. Sellers such as Beach Camera, World Wide Stereo, and Antonline are joining the platform with additional products from Samsung, Microsoft, LG, Lenovo, Razer, and MSI. Best Buy said its lineup of mobile accessories, chargers, phone cases and screen protectors has tripled.
The company is also highlighting unusual added items on the site, including sewing machines, Halloween animatronics, bounce houses, jigsaw puzzles and garden beds. Bedo said such products show how the marketplace can broaden customer discovery beyond Best Buy’s traditional image as an electronics retailer.
Best Buy sells its marketplace items exclusively online but will tie them into store operations. Customers will be able to return most third-party purchases to Best Buy locations. Store associates will also assist customers by building shopping carts online, even for items not stocked on shelves.
The company sees the marketplace as a way to adapt quickly to shifting customer demand. By opening the platform to more sellers, Best Buy said it can introduce new products, colors, and styles in weeks rather than months. Bedo called the initiative “a tentpole strategy” for the company’s digital future.
The move places Best Buy in line with competitors Walmart and Target, both of which have expanded their third-party seller marketplaces to broaden assortments and drive ecommerce growth.
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