Best Buy ecommerce sales made up about a third of total sales in its fiscal Q2 2027, as the retailer added an artificial intelligence (AI) tool to its site and expanded its online marketplace sales.
In Corie Barry’s last earnings call as Best Buy’s CEO, she credited the retailer’s advertising business and online marketplace with growing sales during Q2. Jason Bonfig, chief customer, product and fulfillment officer, will be taking over as CEO on Oct. 31, the company announced in April.
Best Buy total revenue reached about $9.78 billion. That was a 3.6% year-over-year increase from about $9.44 billion.
Of that total, Best Buy’s U.S. business accounted for 92.7% of revenue. Best Buy U.S. revenue in Q2 increased to $9.07 billion, up 4.3% from about $8.7 billion.
Meanwhile, Best Buy international revenue fell to $709 million in Q2, from $740 million the prior year. That represented a 4.2% decrease.
“Consistent with the past several quarters, we see a customer who is still spending, but is value-focused and attracted to sales moments,” Barry said. “Importantly, while customers continue to be thoughtful about big-ticket purchases, they are willing to spend on high-price-point products when they need to or when there is technology innovation.”
Best Buy is No. 8 in the Top 1000 Database. The market research tool tracks North America’s largest online retailers by their annual ecommerce sales.
Best Buy online sales in fiscal Q2 2027
In its fiscal Q2 2027, Best Buy online sales increased 5.1% year over year in the U.S., reaching $3.0 billion.
As a percentage of total domestic revenue, Best Buy ecommerce represented 33.1% of sales in Q2. That was a slight increase from 32.8% penetration in the prior year’s Q2.
In its fiscal first half of 2027, Best Buy online sales increased 3.4% year over year. That was a slightly slower growth rate than the year before, when they had increased 3.7%.
Overall, Best Buy sales increased 4.1% year over year in Q2. In the U.S. specifically, Best Buy total sales increased 4.5%, while international sales decreased 1.8%.
Bonfig highlighted Best Buy’s omnichannel strengths. He noted that Best Buy offered next-day availability in “almost all” metro delivery locations in Q2. That compared to less than half of those locations in Q1.
“We also see significant opportunity to further enhance our digital experience around appliances in this quarter,” Bonfig said. “By simplifying how customers view delivery availability, understand pricing and schedule service, we are making it easier and more convenient to complete these complex purchases.”
Growth of the Best Buy online marketplace
A week before Best Buy announced its fiscal Q2 2027 results, it marked one year since it launched its online marketplace in the U.S.
“We are pleased with how it’s expanding our reach with new SKUs and categories,” Bonfig said. “Key experience indicators like 5-star customer rating and return rates are in line with our first-party business, and we are vetting and adding new sellers constantly.”
The Best Buy online marketplace’s gross merchandise volume (GMV) reached about $300 million in Q2. Bonfig said he expects the marketplace to reach $1.3 billion in GMV for the full year.
“We will begin adding international sellers later this quarter, which opens us up to a materially new group of sellers as previously all sellers needed to have a U.S. physical presence,” he added.
Best Buy expands AI technology in Q2
Bonfig announced Best Buy’s launch of Ask Blue, its conversational AI shopping and support assistant. He said Ask Blue combines product knowledge, support, resources, customer reviews, availability and pricing. That helps customers to make informed decisions.
“Ask Blue will help customers figure out what tech is right for them,” Bonfig said. “For example, it can quickly compare products, find important differences between them, check fit or compatibility and get support for common questions. Depending on the need, Ask Blue can guide a customer to self-service resources or connect them to a live support specialist.”
The retailer has begun rolling out the AI technology in phases, according to Bonfig. He also shared that Best Buy is continuing to partner with AI companies including OpenAI “to make sure we are showing up in the places where our customers look for technology and advice.”
Best Buy recently completed its commerce integration with OpenAI, he added.
“Customers can now discover products, receive recommendations and complete purchases for Best Buy directly within ChatGPT,” Bonfig said. “We view this as an important step in expanding our digital ecosystem and positioning Best Buy at the forefront of emerging AI-enabled commerce experiences.”
Percentages may not align due to rounding. Check back for more earnings reports. See our previous article on Best Buy online sales.
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