Best Buy Co., Inc. has added a new partner to its marketplace platform, integrating the global commerce‑solutions provider Rithum. The move allows U.S. merchants to list, price, and fulfill products directly on Best Buy’s site through Rithum’s end‑to‑end platform, streamlining onboarding and content management for sellers.
Rithum, formerly CommerceHub, powers more than $50 billion in annual gross merchandise volume for over 40,000 brands, suppliers and retailers worldwide. By connecting its marketplace to Rithum’s network, Best Buy can tap into a proven seller‑onboarding engine and a broad catalog of products that extend beyond the company’s core electronics focus.
The partnership is a key element of Best Buy’s platform‑transformation strategy. It expands the retailer’s third‑party assortment, which was launched in August 2025 on a Mirakl‑powered platform, and it creates additional inventory for the company’s growing Best Buy Ads retail‑media business. More sellers and a wider product mix translate into higher marketplace sales, which in turn generate high‑margin advertising revenue from targeted product placements and search ads.
Management has highlighted the strategic fit. CEO Corie Barry said the integration “strengthens our marketplace and amplifies the advertising upside by bringing more sellers and inventory to our trusted brand.” Chief Marketplace Officer Frank Bedo added that the new channel “lets us offer customers a broader range of products while maintaining the curated, in‑store return experience that sets Best Buy apart from other marketplaces.”
Best Buy’s marketplace launch in August 2025 was a milestone that added a significant assortment of non‑tech items. The Rithum integration builds on that foundation, positioning the retailer to compete more directly with Walmart and Amazon in the marketplace and retail‑media arenas. U.S. retail‑media spending is projected to exceed $100 billion by 2027, and Best Buy’s focus on curated, trusted inventory gives it a competitive edge in attracting advertisers who value brand safety and customer trust.
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