Best Buy will launch on TikTok Shop in late October with nearly 10,000 products, according to a company press release. The assortment spans brands including Microsoft, Dyson, Bose and Oura.

Consumers will buy directly inside the TikTok app without leaving it, and Best Buy will fulfill the orders. Eligible purchases can be returned in stores or mailed back to the retailer.

The move gives Best Buy two things: another sales channel and a stream of platform data. 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."

What does the launch include?

Beyond the storefront itself, Best Buy is wiring the program into its creator and advertising infrastructure:

• Participants in the company's content creator program can promote Best Buy's assortment and direct customers to its TikTok Shop page.
• Best Buy's advertisers can create shoppable content and attach affiliate links.
• Returns are handled through the retailer's existing store network and mail-in process.

Why is Best Buy betting on social commerce now?

The TikTok debut fits into a broader transformation at the retailer. "We're not just a retailer anymore," Chief Customer, Product and Fulfillment Officer Jason Bonfig said this spring. Bonfig takes over as CEO in November and wants to build Best Buy into a retail media, advertising and technology company.

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

How crowded is TikTok Shop already?

Best Buy joins a fast-growing roster of retailers on the platform. Ulta Beauty launched on TikTok Shop earlier this year with a curated assortment. This month, Sephora began featuring exclusive monthly product releases, dubbed Sephora Drop Shop, on TikTok Shop in the U.S.

The playbook has already worked for Crocs. CEO Andrew Rees said in February that Crocs had become the top shoe brand on TikTok Shop among U.S. customers. Pacsun and Tarte Cosmetics also touted their TikTok Shop success at the National Retail Federation's Big Show in January.

How big could the channel get?

The growth projections are large. TikTok Shop comprised nearly a fifth of social commerce in 2025, according to an Emarketer report released in December. That forecast projects more than $20 billion in TikTok Shop sales this year and sales exceeding $30 billion by 2028.

For Best Buy, the late-October launch positions the retailer to capture discovery-driven electronics purchases ahead of the holiday quarter — and to feed its ambitions as an advertising and data business as Bonfig takes the top job.