Best Buy is coming to TikTok Shop . With nearly 10,000 products, from headphones
By Kait Margraf Stephens · October 8, 2026 · Curated by George's Blog
Best Buy is coming to TikTok Shop.
With nearly 10,000 products, from headphones and cameras to laptops, appliances, Oura Rings, and more.
And I think this says something much bigger about where TikTok Shop is headed.
SEPHORA recently launched on TikTok Shop with exclusive beauty drops.
Beauty makes intuitive sense for social commerce. It's visual. Discovery-driven. Deeply embedded in creator culture. Someone demos a lip gloss, you want the lip gloss, you buy the lip gloss. 💄
Best Buy products are often higher-consideration purchases. More research. More comparison. Longer purchase cycles.
And now they're being sold in the exact same place: the feed.
TikTok Shop is expanding the definition of what people will buy through social, and established retailers are increasingly willing to meet customers there.
Best Buy's approach is especially interesting because TikTok isn't replacing the retailer's infrastructure.
TikTok drives discovery and checkout. Best Buy handles fulfillment. Eligible purchases can even be returned at Best Buy stores.
This feels like a much more interesting definition of omnichannel than simply "being everywhere."
The store is wherever the customer is ready to buy.
But there's another side to this shift that I think brands need to be thinking about.
The easier it becomes to transact inside someone else's platform, the more important it becomes to figure out what happens after that transaction.
TikTok can find the customer and close the sale without that person ever visiting your website.
Great for conversion, complicated for knowing your customer.
Who owns that relationship?
What customer data and signals do you actually get?
How do you turn someone who bought from you on TikTok Shop into a customer you actually know?
For years, social created the want and brands or retailers captured the transaction.
Now platforms like TikTok increasingly want to own both.
Today it's lipstick AND laptops. The boundaries of what belongs on TikTok Shop are expanding pretty quickly. 👀
What category do you think is next?