Best Buy Goes to TikTok Shop 📦

Best Buy will launch on TikTok Shop later this month, offering nearly 10,000 products from brands including Microsoft, Dyson, Bose, and Oura across categories such as headphones, cameras, small appliances, laptops, and accessories.

Consumers will be able to browse and buy products through shoppable creator videos, Best Buy’s Shop page, the TikTok Shop tab, and in-app product pages. Orders will be fulfilled by Best Buy, while eligible TikTok Shop purchases can be returned in store or by mail.

Best Buy Is Bringing an Extensive Catalog

Best Buy is one of the first big-box retailers to launch on TikTok Shop, extending its creator strategy, including the Best Buy Creator program. The program, launched in 2025, enables creators of all sizes to create digital storefronts and share products. Now, creators can drive discovery and direct purchases natively within TikTok, collapsing discovery, consideration, and checkout into one experience.

Major Brands Are Continuing to Move to TikTok Shop

Best Buy joins other household names that have recently entered TikTok Shop, including Ralph Lauren, Ulta Beauty, and Sephora, but it’s doing so in a different way. While many brands have entered through curated category selections, limited drops, or hero-product offers, Best Buy is bringing a substantially broader catalog to the platform.

That approach could become more common as TikTok Shop matures, both in perception and infrastructure. The platform is expanding beyond its early association with low-cost, viral impulse purchases while building the fulfillment, returns, and seller tools that larger merchants need.

It recently launched a new partnership with UPS-owned Happy Returns that lets customers return eligible purchases at participating locations without a shipping box or printed label, helping address one of the biggest friction points in online retail: returns.

TikTok Shop Is Becoming Hard to Ignore

More importantly, TikTok Shop is becoming a larger part of the commerce landscape. The platform is forecast to reach $23.41 billion in U.S. retail ecommerce sales in 2026, up 48% year over year. By 2030, it’s expected to hit $30 billion. All of this will make it harder for brands to ignore TikTok Shop.

Yet, they can’t treat it like every other e-commerce experience, whether that’s Amazon or their own. They need to build a specific strategy for the platform. And while that strategy might shift as TikTok Shop evolves, one thing isn’t changing: creators remain at the center.

It’s estimated that affiliate creator content drives roughly 42% of U.S. TikTok Shop GMV. And with 48% of brands now integrating creator-driven commerce into their marketing or revenue strategy, TikTok Shop stands to benefit as more brands look to connect creator content with commerce.

If your favorite brand isn’t on TikTok Shop today, there’s a good chance it will be soon.

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Meta launched the Meta Creator Marketing Hub globally and is rolling out new features, including new creator discovery filters, one-click ad creation for Partnership Ads, and integrated Partnership Messaging.

Instagram is rolling out Edits Assistant, a conversational AI tool that uses creators’ Instagram data to surface insights and brainstorm video concepts, hooks, captions, and scripts.

Instagram highlighted how creators can use Muse, its personal AI agent, for tasks like building trackers to organize brand deals and supporting planning, such as refreshing a playbook.

Facebook added new features to Forum, its dedicated app for Facebook Groups, including recognition badges, Ask for finding answers, and topic labels.

Threads is rolling out new Live Chat features, including Raise Hand and Live Reactions, with Live Chats also coming soon to the web.

Threads is testing new creative tools, including the ability to overlay Threads post on photos and videos.

Edits is testing the ability to edit Carousels in-app. Through a canvas-based editor, creators can use images and videos, along with layouts, cutouts, text, and backgrounds.

TikTok introduced One Pay, allowing brands to pay creators directly through its TikTok One while TikTok handles invoicing and payments. Creators keep 100% of their earnings and can be paid within 30 days.

LinkedIn is experimenting with a new feed design that adds a Network tab for posts from people users have connected with or chosen to follow.

LinkedIn is testing a new Creator Discovery experience in Creator Marketplace, with filters for content type, industry, job function, audience demographics, and Top Voices.

Snapchat launched Spend Smarter, a campaign for B2B marketers featuring marketing creators such as Joel Marlinarson and Annie-Mai Hodge, who will share content highlighting success stories from brands and agencies using its advertising products.

Twitch is testing an AI Stream Coach that will provide streamers with feedback after every stream, such as what’s working, where viewers are engaged, and what to try next.

The Jed Foundation (JED) and Creators 4 Mental Health (C4MH) are launching Check In, a monthly virtual space for creators to discuss the realities and mental health pressures of their work.

Toys “R” Us announced that it will open 120 new U.S. stores ahead of the holiday season, with select locations featuring Creator Studios where creators and toy brands can create content, launch products, and host events.

56% of consumers prefer AI-generated shopping recommendations that incorporate creator or influencer perspectives, rising to 65% among Gen Z and Millennials. This is notable as creator content is increasingly cited by LLMs and further highlights how creators’ influence is omnichannel. (IAB)

63% of brands increased the number of people who touch creator marketing year over year, with an average of 36 people contributing to creator marketing at a brand and 41 at agencies. The increase in involvement reflects the growing role of creators and their content beyond organic social, extending into paid media, commerce, experimental, and much more. (CreatorIQ)

88% of podcast fans consume both audio and video, up 10 points from last year. While video podcasts have been the craze in recent years, the original audio format remains important, with 63% of listeners saying they start an episode in one format and finish it in another. (Acast)

I’ve had the pleasure of chatting with several publications over the past few weeks for a few different stories. You can give them a read below, and thank you to the journalists!

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