Best Buy is expanding access to its online marketplace through a new integration with commerce technology provider Rithum.

The integration allows U.S. merchants to list, manage and fulfill products on Best Buy Marketplace using Rithum’s platform. It provides sellers with a streamlined path into Best Buy’s curated marketplace. The marketplace, which Best Buy launched in August, focuses on consumer electronics, appliances and adjacent categories. It also extends an existing relationship between the two companies that previously centered on drop-ship programs.

Under the new arrangement, merchants can manage product onboarding, pricing, content and fulfillment for Best Buy Marketplace through a single system, alongside other retail channels. Rithum said it designed the integration to reduce the operational complexity of selling on Best Buy. That complexity has historically limited third-party seller participation compared with broader marketplaces such as Amazon and Walmart.

Best Buy is No. 8 in the Top 2000. The Top 2000 database is Digital Commerce 360’s ranking of the largest North American online retailers. Best Buy falls under the Consumer Electronics category. Digital Commerce 360 projects Best Buy ecommerce sales in 2025 to grow 2.7% to $13.47 billion.

How Rithum is integrating into the Best Buy Marketplace

The move allows Best Buy to expand its third-party assortment while maintaining a selective marketplace model. For brands, the integration offers access to Best Buy’s established base of high-intent shoppers without requiring custom integrations or standalone marketplace technology.

“Best Buy Marketplace represents an important opportunity for merchants looking to reach engaged consumers through a trusted retail brand,” said Lou Keyes, chief executive officer of Rithum, in a statement.

Rithum said the launch responds to merchant demand and addresses a gap in marketplace connectivity, as relatively few commerce platforms currently offer direct access to Best Buy Marketplace. For sellers already using Rithum, the integration adds Best Buy as an incremental sales channel that can be managed alongside existing marketplace relationships.

Best Buy Marketplace now joins Rithum’s network of supported retail platforms, which includes Amazon, Walmart, Target Plus, TikTok Shop and Temu. Rithum provides commerce infrastructure spanning marketplace connectivity, drop ship, order management, and performance optimization.

Rithum was formed through the combination of CommerceHub and ChannelAdvisor and supports brands and retailers globally, with operations across North America, Europe, and Australia. The Best Buy Marketplace integration is available to U.S. merchants effective immediately.

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