Best Buy is joining the likes of Walmart and Amazon in launching a third-party marketplace, more than doubling the number of products available and adding entirely new brands, categories and products that can serve more customers’ needs than ever before. Best Buy Marketplace, powered by Mirakl, marks the largest expansion ever of Best Buy’s product assortment, while seamlessly integrating the new products from sellers across all digital experiences. Customers can now explore and shop from hundreds of new brands and added categories like seasonal décor, automotive tech, office and home, and movies and music. Best Buy will also soon introduce licensed sports merchandise to its product lineup. Best Buy Chief Customer, Product and Fulfillment Officer Jason Bonfig said the company had seen gaps in its product line up the marketplace can help close. For example, Best Buy can now do things like offer furniture to complement a new large-screen TV. He added that the marketplace can help smaller vendors sell their products even if they aren’t established enough to sell those items in stores. Alex Hase, general manager of the Americas at Mirakl, said that this model enhances the shopping experience while maintaining a curated selection that aligns with the retailer’s brand promise, and providing sellers with access to new channels and consumers.