Best Buy, Costco, and the Rise of New Marketplaces: How Shopify Brands Can Ride the Wave

For years, the DTC playbook was simple:

1. Run Facebook and Google ads.

2. Drive traffic to your Shopify site.

3. Hope the numbers worked.

But ad costs have tripled, iOS privacy gutted attribution, and customer acquisition has never been harder.

The next growth wave for Shopify brands isn’t about scaling ads—it’s about new distribution.

And the biggest shift happening right now? Retailers are quietly building marketplaces.

Best Buy’s Bold Move

Best Buy just launched a U.S. marketplace that goes way beyond electronics. You can now find toys, musical instruments, small kitchen appliances—even bedding.

Why this matters: Best Buy isn’t just opening shelf space. They’re opening access to millions of loyal, high-spending customers who trust the Best Buy brand.

Costco’s Digital Shelf

Costco has always been the holy grail for CPG brands. Get into a warehouse, and you’re printing money.

But Costco is now expanding online, testing more third-party sellers and curated digital-only offerings. Their members spend more per trip and per year than nearly any other retailer. Imagine tapping into that base with a bundled version of your product.

Other Key Players

• Target Plus – selective but growing quickly, with strong omnichannel reach.

• Walmart Marketplace – massive scale and improving fulfillment.

• Ulta Beauty – ideal for skincare, wellness, and personal care brands.

• Nordstrom Marketplace – prestige positioning, brand elevation.

These aren’t just retail shelves—they’re becoming digital ecosystems where Shopify brands can get discovered without burning cash on ads.

Actionable Takeaways for Shopify Brands

1. Start with Category Fit
   Every marketplace is curated differently. Best Buy wants electronics-adjacent, home, and lifestyle products. Ulta wants beauty and wellness. Target is heavy on family-friendly categories.
   → Audit your product line and decide which channel you have the strongest natural fit in.

2. Apply Early
   Marketplaces are like SEO. Being early gets you discoverability before competition floods in. Apply to Best Buy Marketplace now—even if it’s just to test.

3. Bundle & Price Strategically
   Costco loves bundles and bulk. Target and Best Buy lean into giftable SKUs.
   → Don’t just copy/paste your Shopify SKU. Create marketplace-specific packs or bundles.

4. Leverage Their Paid Media
   Just like Amazon, these marketplaces are building sponsored ad units. Early adopters typically see lower CPCs and higher ROI.
   → Allocate a small paid budget to test in-app ads once listed.

5. Think Hybrid, Not Either/Or
   Marketplaces should layer on top of your Shopify DTC business—not replace it. Use them as customer acquisition engines, then bring shoppers back to your owned store for LTV.

The Big Picture

DTC has always been about controlling your customer relationship. That’s still true. But today’s smartest brands are also asking:

Where else are my customers shopping? And how can I show up there first?

Quick commerce (DoorDash, Uber Eats, Instacart) is the speed layer.

Marketplaces (Best Buy, Costco, Target) are the distribution layer.

Email/SMS/community are the retention layer.

Play all three, and you’re not just surviving 2025—you’re building a brand that can scale long-term.

See you on Costco.com 

-Parker Burr