Best Buy Expands Online Marketplace, Doubles Product Range

Best Buy expands its online marketplace and doubles its product range. The US-based retailer specializes in consumer electronics and entertainment products, including computing, hi-fi, cameras, mobile phones, audio systems, and home appliances. Net sales are primarily generated in the US (92.3%) and Canada (7.7%), with products also sold through its websites.

Best Buy Co., Inc. (NYSE: BBY) has significantly expanded its digital marketplace, more than doubling the number of products available on BestBuy.com and through the Best Buy App. The move, announced on August 19, 2025, is a strategic step aimed at diversifying its product offerings and enhancing customer experience.

The new marketplace, powered by Mirakl, integrates a wide array of products from various categories, including tech, home appliances, seasonal decor, and licensed sports merchandise. This expansion represents the largest increase in Best Buy’s product assortment to date, with new brands and categories being seamlessly integrated into the retailer’s digital platforms [1].

Key highlights of the expanded marketplace include:
- Tech Options: Best Buy has significantly expanded its tech offerings, featuring the latest products from major brands such as Samsung, Microsoft, LG, Lenovo, and HP. The assortment has been enhanced across various categories, including gaming accessories, mobile accessories, and consumer electronics [1].
- Licensed Sports Merchandise: For the first time, Best Buy will introduce officially licensed sports merchandise from Fanatics, allowing customers to rep their favorite teams with a variety of accessories [1].
- Small Appliances and Kitchen Must-Haves: The retailer is adding a broader selection of small appliances and kitchen essentials from brands like Oster, Crock-Pot, Martha Stewart, Zulay Kitchen, and Cuckoo [1].
- Furniture and Home Decor: Best Buy’s furniture assortment has tripled, offering a wider range of products to complete home theaters, patios, and office spaces [1].
- Seasonal and Musical Instruments: The marketplace introduces a robust collection of seasonal decor, musical instruments, and toys, including twice as many Funko collectibles as before [1].
- Movies and Music: Best Buy is bringing back movies in various formats, including Blu-Ray, DVD, and 4K SteelBook [1].

In addition to the expanded product range, Best Buy stores will play a crucial role in the new marketplace by providing in-store support and return services for products purchased through marketplace sellers. The Blue Shirts, Best Buy’s in-store customer service team, will assist customers in discovering and pairing products across the wide assortment both in-store and online [1].

The launch of the digital marketplace is expected to enhance Best Buy’s competitive position and provide investors with a potential upside, as the company continues to diversify its product offerings and improve customer satisfaction [2].

References:
[1] https://corporate.bestbuy.com/2025/marketplace/
[2] https://www.morningstar.com/news/business-wire/20250819865705/best-buy-launches-digital-marketplace-more-than-doubling-number-of-products-available-online