Best Buy has introduced a new platform enabling content creators to build branded digital storefronts on the retailer’s website, the company announced. The Best Buy Creator program allows influencers of all sizes to partner directly with the electronics retailer and earn commissions on sales with no cap.

Partnership Model

The program features customized storefronts where customers can shop products recommended by their favorite tech influencers. Creators can curate collections of tech featured in their content, allowing viewers to purchase items they see in social media posts and videos.

“We know shoppers love to be inspired and discover innovative tech from their favorite content creators,” Jennie Weber, Chief Marketing Officer at Best Buy, stated in the announcement. “We’re excited to empower creators to turn their passion and authenticity into a shoppable retail experience.”

Several prominent tech influencers join the program at launch, including Linus Sebastian of Linus Tech Tips with over 16 million YouTube subscribers, tech reviewer Judner Aura (UrAvgConsumer), and tech and lifestyle creator Jenna Ezarik.

Positioning in the Market

Best Buy follows Amazon and Walmart in establishing creator commerce initiatives, as CEO Corie Barry previously announced during the company’s Q4 earnings call.

Marketing professionals previously told Modern Retail that Best Buy’s specialized consumer base may provide advantages compared to broader retailers. The program targets technology reviewers, gaming influencers, and musicians who recommend products like smart-home devices, monitors, headphones, and computers.

Consumer Purchasing Behavior

The launch aligns with recent research findings on creator influence. According to Stripe Theory, 73% of consumers now turn to creators for purchase decisions, with product quality, price, and authenticity ranking as top factors across all age groups.

A 2024 NeoReach report reveals that 90.14% of surveyed creator fans say creators have impacted their purchases, while 55.53% find sponsored content from creators convincing when buying products.

The Best Buy Creator program plans to expand offerings over time, including curated campaign opportunities and featured storefronts on the Best Buy app and website. The company partners with impact.com to power the program’s affiliate, influencer, and referral marketing platform.