Best Buy plans to launch a program this spring enabling influencers and content creators to build branded digital storefronts on the retailer’s website, CEO Corie Barry announced during the company’s Q4 earnings call. The initiative aims to drive traffic, engagement, and sales.

Joining Competitors in Creator Commerce

The electronics retailer follows Amazon and Walmart, both of which already operate programs offering commissions to influencers who create storefronts featuring products sold on their platforms. 

The move comes as influencer marketing continues to grow, with the Influencer Marketing Hub projecting the industry to exceed $32 billion in value by late 2025.

Best Buy previously ventured into influencer partnerships, collaborating with tech content creator Marques Brownlee in late 2021. That arrangement featured Brownlee selecting tech products for display on a dedicated Best Buy webpage and cross-promotional content. The company also maintains an affiliate program for web publishers.

Industry Response and Strategic Considerations

Marketing experts spoke to Modern Retail about the potential in Best Buy’s more specialized consumer base compared to broader retailers. 

“Best Buy is creating a direct path between social engagement and e-commerce, which has the potential to drive traffic and conversions in a highly authentic way,” said Nicole Penn, President and CEO of The EGC Group.

Industry professionals believe the program could appeal to technology reviewers, gaming influencers, and musicians who recommend products like smart-home devices, monitors, headphones, and computers. However, they note that creator fatigue presents a challenge as more retailers launch similar initiatives.

“Best Buy is pretty verticalized compared to a more lifestyle or generic Walmart or TikTok Shop or Amazon,” said Nicla Bartoli, VP of Sales for The Influencer Marketing Factory. “It’s even more important for them to have a solid strategy.”