Category: In the News

This article was first published by Digiday sibling Modern Retail.

Best Buy this past Tuesday launched its new third-party marketplace on its website and app, which the company said will more than double the number of products it offers in the largest expansion of its product assortment to date.

It broadens Best Buy’s lineup of technology products, adding custom controllers, gaming chairs and desks, keyboards and mice, monitors and headsets. It will triple the mobile accessories assortment with more options for cases, screen protectors, chargers and more, the company says. In addition to consumer electronics, the marketplace will offer products in new or expanding categories such as seasonal decor, automotive tech, office and home. Plus, Blu-rays and DVDs are coming back; the retailer stopped selling them at its stores in 2023.

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Although the chance of a TikTok shutdown has a minority of marketers worried about their time and cash investments there, it’s still a key vehicle for organic social, particularly for brands pursuing trend-setting Gen Z audiences. 

That status is an important asset to the platform, given brands which devote more time to their organic activities on a platform will likely increase their paid ad budgets there in kind (if not in perfect tandem). As more marketers explore what other platforms – such as Reddit, Pinterest and YouTube – can do for them, TikTok’s been working to bolster its behind-the-scenes brand toolbox over the summer. 

Its nascent Market Scope tool, which brings together paid and organic monitoring tools into a single dashboard, is chief among those efforts. It’s intended to grant brands a “view of how customers are moving through the funnel … to be able to better target their efforts, whether they’re organic or paid,” according to Rema Vasan, head of North America marketing at TikTok.

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