Overview

• The U.S. marketplace went live Aug. 19 on Best Buy’s site and app, expanding into categories such as cookware, seasonal décor, musical instruments, automotive tech, and more.
• Launch brands include Martha Stewart, Crock-Pot, Fanatics, Yamaha, and World Wide Stereo, adding hundreds of labels not previously sold by the retailer.
• About 500 approved sellers are onboard from more than 1,500 applicants, with required policy alignment, in-store returns for marketplace items, and no ship-to-store pickup at this time.
• The platform runs on Mirakl, mirroring Best Buy’s Canadian model where third-party sellers account for roughly a quarter of shipped orders, and is designed to scale quickly without carrying inventory.
• Best Buy frames the move as both an assortment fix and a boost for Best Buy Ads through sponsored placements and commissions, as analysts flag risks around seller quality, fulfillment, and site relevance.