Best Buy

Best Buy is playing retail media on both sides of the table — joining TikTok Shop's push to become a mainstream marketplace via a new TikTok storefront with creator and advertiser links, while simultaneously pushing Best Buy Ads further into commerce media and CTV. That dual trajectory signals a retailer that sees distribution and media as intertwined: monetizing its own first-party data and CTV footprint while borrowing reach and creator-driven demand from TikTok's marketplace flywheel.