US-based consumer electronics retailer Best Buy has formally launched its digital marketplace, powered by Mirakl, offering an expanded range of online products.

This launch more than doubles the number of products available on BestBuy.com and the Best Buy app.

The marketplace introduces hundreds of new brands and adds categories such as seasonal décor, automotive tech, office and home, movies and music.

Best Buy is also set to introduce licensed sports merchandise from Fanatics.

Customers can explore tech options from top brands such as Samsung, Microsoft, LG, Lenovo and HP, with an expanded assortment across categories.

There is a wider selection of products for gaming enthusiasts from brands such as Razer, MSI, and GT Player, andn the mobile accessories range has also tripled.

Consumer electronics sellers, including Beach Camera, World Wide Stereo and Antonline, are also joining the Best Buy assortment.

Best Buy has also enhanced its furniture assortment, small appliances and kitchen essentials.

The retailer is also introducing musical instruments, a broader range of toys and an increased selection of Funko collectibles.

Best Buy stores support the marketplace launch by offering in-store returns for products purchased from marketplace sellers.

Blue Shirts app is available to help customers discover and recommend products for a seamless shopping experience both in-store and online.

In 2024, the retailer collaborated with Google Cloud and Accenture for generative AI to personalise and streamline customer experience.