Best Buy to Launch on TikTok Shop With Nearly 10,000 Products

Best Buy will launch on TikTok Shop in late October with nearly 10,000 products, the retailer announced Sept. 29. The assortment spans brands including Microsoft, Dyson, Bose and Oura.

Customers will buy directly inside the social commerce app without leaving it. Best Buy fulfills the orders, and eligible purchases can be returned in stores or mailed back. The retailer's content creator program participants can promote the assortment and steer customers to its TikTok Shop page, while Best Buy's advertisers can build shoppable content with affiliate links.

Why does the channel matter to marketers?

A TikTok Shop presence gives Best Buy a new consumer touchpoint and a data-collection pathway. Brands running TikTok campaigns can use affiliate links and shoppable content to track which creators, content and products drive engagement and sales, the company said.

"Social media isn't just influencing what people buy anymore. It's shaping how they discover products, with creators playing an increasingly important role in what people notice, consider and want to try," Jonathan Greer, vice president of e-commerce at Best Buy, said in a statement. "Launching on TikTok Shop lets us meet customers at that exact moment of discovery and make it easy to shop."

How does the move fit Best Buy's strategy?

The debut lands mid-transformation. Jason Bonfig, chief customer, product and fulfillment officer, becomes CEO in November. He framed the shift bluntly this spring: "We're not just a retailer anymore." His vision includes building Best Buy into a retail media, advertising and technology company — businesses where creator-driven, attributable commerce data is core currency.

The financial backdrop is modest growth. Best Buy's latest quarterly revenue rose 1.6% year over year to $9.4 billion, with comparable sales up 1.1% in Q2.

Who else is betting on TikTok Shop?

The platform keeps adding major retailers:

• Ulta Beauty launched on TikTok Shop earlier this year with a curated assortment.
• Sephora began featuring exclusive monthly product releases, dubbed Sephora Drop Shop, on TikTok Shop in the U.S. this month.
• Crocs CEO Andrew Rees said in February the company had become the top shoe brand on TikTok Shop among U.S. customers.
• Pacsun and Tarte Cosmetics touted their TikTok Shop success at the National Retail Federation's Big Show in January.

How big is the opportunity?

TikTok Shop comprised nearly a fifth of social commerce in 2025, according to an Emarketer report released in December. The platform is expected to generate more than $20 billion in sales this year and could exceed $30 billion by 2028, per that forecast. For Best Buy, the late-October launch positions the retailer to capture creator-driven discovery ahead of the holiday quarter.