Best Buy To Launch Third-Party Marketplace This Summer

Consumer electronics retailer Best Buy will launch a third-party marketplace in the summer of 2025.

In a press release, the company explained this new initiative. Best Buy is partnering with Mirakl to allow third-party vendors to integrate their products into the retailer’s website and app. Mirakl’s goal is to help the company scale its business upward in the lucrative digital marketplace.

“We’re incredibly excited to roll out Best Buy Marketplace later this year and provide our customers an expanded assortment of products, new categories, and the ability to bring them emerging tech more quickly,” said Frank Bedo, chief marketplace and e-commerce officer at Best Buy. “Not only will we be able to introduce new brands, but these sellers will also have the opportunity to get in front of a much larger audience of shoppers alongside other reputable brands.” 

Best Buy Marketplace is currently taking applications for its online platform. Setting up an account appears rather easy.

All sellers have to do is fill out an application, get approved and join, set up their store, and sell. The company states that sellers will grow their brands via expert guidance in marketing, pricing, and exposure.

The marketplace also promises sellers a reach of “200 million+ customers. That’s more than 70% of the U.S. adult population,” plus “10 billion+ site views per year” and “1 million+ online transactions per week.”

The press release concludes, “Best Buy Marketplace brings exciting opportunities for sellers to expand their reach, breakthrough, and grow their brand. Plus, they can take advantage of evolving partnership opportunities, leverage the power of Best Buy Ads, and more.” 

Did Best Buy Previously Have an Online Marketplace?

Best Buy plans to launch a new third-party marketplace in the U.S. in mid-2025, and the opportunity to sell on the platform is gaining attention even from brands outside of consumer electronics. https://t.co/MKSriF5nc8

— Modern Retail (@modernretail) January 9, 2025

Best Buy once had an online marketplace. It was active for five years, from 2011 through 2016. Per Digital Commerce 360, the original marketplace shuttered due to weak sales and competition from other online retailers, including Amazon.

CEO Corie Berry told analysts during a January earnings call that the company was working toward reinstating its online marketplace presence in the United States. The company already has an established one in Canada.

Berry said, “We believe that as the trusted leader in consumer electronics (CE), we have an opportunity to leverage our positioning and assets to build a differentiated digital marketplace platform, thereby bringing our customers access to a much more expansive assortment and new categories.”