Overview
Best Buy is the largest specialty retailer of consumer electronics in the United States, selling through more than 900 US stores and bestbuy.com. In August 2025 it opened Best Buy Marketplace, which lets selected third-party sellers list products on its website and app. For a brand in electronics, tech accessories, smart home or a growing range of adjacent categories, Best Buy is now reachable both as a vendor and as a marketplace seller.
Who is behind Best Buy
Best Buy was founded in 1966 in Minnesota and is listed on the New York Stock Exchange (ticker BBY). In fiscal 2026, which ended on 31.01.2026, revenue was USD 41.69 billion. At that date Best Buy operated 1,068 stores: 926 in the United States, including 886 Best Buy stores, and 142 in Canada. About a third of US sales are online, and in the holiday quarter online made up 39% of domestic revenue. Best Buy plans to open new US stores in fiscal 2027, its first domestic store growth in more than a decade.
Best Buy Marketplace
Best Buy launched its US marketplace in August 2025 on Mirakl, the same technology behind Best Buy Canada's marketplace, which has run since 2016. At launch the marketplace had around 500 vetted sellers, and it more than doubled the number of products available on bestbuy.com. Best Buy chose sellers who can deliver a high-quality customer experience and match its return policy.
The marketplace is not limited to electronics. It added categories such as seasonal décor, automotive tech, office and home, movies and music. In the fourth quarter of fiscal 2026, its gross merchandise value was about USD 300 million.
Advertising with Best Buy Ads
Best Buy runs its own retail media business, Best Buy Ads. The number of advertising partners almost doubled in fiscal 2026 to around 750, helped by marketplace sellers that started advertising after the launch.
How brands can sell through Best Buy
- As a marketplace seller. Brands apply through the Best Buy Marketplace application on Best Buy's website. Once approved, they set up their store and manage offers, orders and stock through Mirakl.
- As a vendor. Best Buy buys products and sells them in stores and online, which typically means working with Best Buy's merchant teams and its vendor requirements.
A brand considering the marketplace should be ready with:
- US fulfilment, with stock in the United States and delivery times that meet shopper expectations.
- A return policy that matches Best Buy's own, which Best Buy has made a condition for sellers.
- Strong product content and data, including specifications that tech shoppers use to compare products.
- A Mirakl connection, directly or through a multichannel tool, for offers, stock and orders.
- Customer service capacity for US shoppers.
Why Best Buy matters for brands
Best Buy's marketplace is still young and curated, which means fewer sellers per category than on the largest US marketplaces. Brands sell under a retailer that US shoppers already trust for technology, and they can also reach those shoppers through Best Buy Ads. For a brand already selling on Amazon or Walmart in the US, Best Buy is a natural next channel to test.
How eBrands looks at Best Buy
eBrands works with brands on marketplaces and retail channels across Europe and North America. If you are thinking about US expansion and want to see how Best Buy Marketplace could sit alongside the channels you already use, we are happy to talk it through.
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