Best Buy launched its long anticipated third-party marketplace in the U.S. as of Aug 19, 2025, more than doubling the number of products available through its website and introducing new brands and categories to its assortment. I first revealed the company's plans back in January 2025, but now it's actually done it.
As you might remember, Best Buy previously attempted to run a third-party marketplace in the U.S. from 2011 to 2016, but eventually shut it down because it only brought in 1% of revenue and created confusion among buyers who thought they could return products sold by third-party sellers to Best Buy stores. (Which in hindsight, customers should have been allowed to return items to Best Buy stores, and now they can with marketplace 2.0.)
Best Buy CEO Corie Barry told investors on an earnings call earlier this year not to expect a huge marketplace that has everything. Instead, this will be a “curated, tailored marketplace to the customer that is coming to shop with us and those deeper assortments that you would hope you could provide” — and that's what they've so far delivered.
At launch, Best Buy's marketplace has about 500 sellers, which the company says it vetted down to the ones who can provide a high-quality customer experience and match its return policy. It soon plans to introduce licensed sports merchandise to its product line up in partnership with Fanatics, including accessories like phone cases and mini football helmets, with more partnerships on the horizon.
The new marketplace is powered by Mirakl, a software company that also powers third-party marketplaces for companies like Macy's, Nordstrom, and Kroger, as well as Best Buy Canada, which has been running a third-party marketplace with Mirakl since 2016.
While they never should have gave up their third-party marketplace efforts a decade ago (imagine where they'd be if they hadn't), I'm glad that Best Buy is re-throwing their hat into the marketplace ring. I believe that the more marketplaces the better for sellers, as it creates a more competitive landscape that can ultimately drive down seller fees and advertising costs amongst competitors.
