Best Buy has announced its new marketplace that will offer 2x the product assortment. The electronics seller will now have a larger selection of computer products, licensed sports merchandise (a Fanatics fan shop), and small appliances. musical instruments, and indoor and outdoor furniture. Why will this work now?
Best Buy started an online marketplace in 2011, and in 2016, it was forced to close its third-party marketplace because it only contributed 1% of group revenue and created returns.
Yet, in 2025, Mirakl convinced Best Buy that it needed a curated marketplace. I wrote in 2016 that the marketplace business model is not for everyone.





