Walmart tests livestream video shopping on TikTok

TikTok and Walmart announced Dec. 17, 2020, that they will jointly conduct the first pilot test of a new shopping experience on the video platform.

TikTok partnering up with Walmart to test Live Shopping function in app.

Just a few months ago, Walmart was traded as a possible investor in TikTok to circumvent the announced ban on the US market by the Trump administration. But the social network’s rights eventually went to Oracle. But Walmart’s interest in the video platform has not died. That’s because the retailer sees huge potential to appeal to younger online consumers through video, and livestreaming video in particular.

Young users are being targeted by videos and livestreaming videos

During a livestream from Walmart, TikTok users will be able to shop for fashion items from Walmart without leaving the app. This is said to be a pilot to test a new shopping feature of the video platform.
The fashion items themselves will be featured in content from 10 TikTok creators, led by host Michael Le, whose dances have earned him over 43 million fans. Other creators will be more up-and-coming stars, such as Devan Anderson, Taylor Hage and Zahra Hashimee.

All will participate in a special event on TikTok, the “Holiday Shop-Along Spectacular,” which will take place on Friday, Dec. 18 at 8 p.m. on Walmart’s profile.

Inluencers will show off their favorite products on TikTok

During this event, influencers will showcase their favorite Walmart items. For some, this will mean giving fans a peek into their closet. Others will turn their living room into a catwalk or do a creative TikTok dance.

Influencer promote favorite pieces of Walmart and users are able to shop directly within the app.
  • While the products are shown on the screen, pins appear that users can tap to add the item to their cart. They are then directed to a mobile checkout.
  • Alternatively, at the end of the event, customers can tap on a shopping cart pin to view all the featured items and select what they would like to purchase.

For those who miss the event, they can still purchase the items through Walmart’s profile once the Shop Along event is over. This isn’t TikTok’s first foray into the world of shoppable videos. The company has been exploring this space for some time, including:

  • Last year’s launch of Hashtag Challenge Plus, which added a shoppable component to a hashtag and directed viewers to shop on a website within the app.
  • This year, brands like Levi’s used TikTok’s “Shop Now” buttons, which allowed consumers to store through posts.
  • This fall, TikTok partnered with Shopify to enable Shopify merchants to create, execute and optimize their marketing campaigns directly from the Shopify dashboard.

Livestreaming shopping is also a fast-growing and lucrative market as younger users turn to influencers and online videos to be entertained and shop.

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All the major tech companies have invested in this space to varying degrees, including not only Facebook (with an aggressive push through Facebook and Instagram), but also Google through YouTube, Amazon through Amazon Live, Alibaba through AliExpress, and many more.

Source: TechCrunch

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