Last December, Walmart became the first retailer to launch a shoppable livestream on TikTok. Now the retailer plans to make livestreaming history again with the first shoppable livestream on Twitter, featuring singer/songwriter Jason Derulo.
On Nov. 28 the partners will kick off Cyber Week with a beta test of Twitter’s new shoppable livestream function, which allows users to shop products directly from the platform. Twitter is a bit late to the live shopping party — TikTok, Facebook, Instagram, Pinterest and YouTube all have rolled out a range of video commerce capabilities — but they are certainly starting with a bang, and with a social commerce veteran at that. In the year since its first shoppable livestream on TikTok, Walmart has hosted 15 shoppable livestream events across five platforms, launched its own livestream platform and debuted shoppable content partnerships with media company Meredith, among others.
“We are honored to have Walmart onboard as the first-ever brand to host a live shopping event on Twitter,” said Sarah Personette, Chief Customer Officer at Twitter in a statement. “Walmart is renowned for bringing customers an immersive look into their products and we are excited to bring this experience onto Twitter with them, while helping them reach their business objectives. This is just the first of many live shopping events we hope brands will be able to bring to market, and we can’t wait for people to watch, chat and shop, all through Twitter.”
Starting at 7 p.m. ET on Nov. 28, customers can watch and shop the livestream with Derulo not just on Twitter but also on the Walmart website, YouTube, Facebook, Instagram and TikTok. Derulo will host a 30-minute variety show highlighting electronics, home goods, apparel, seasonal décor and surprise special guests.
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“We believe the future of retail lies in social commerce, which is why we’re focusing on innovating in the space as we continue to offer our customers ways to live better — whether online or in-store, the future of holiday shopping remains bright at Walmart,” said William White, Chief Marketing Officer at Walmart U.S. in a blog post announcing the Twitter livestream.
Fitting then that the Derulo event will be just the beginning of Walmart’s holiday livestream plans, which include more than 30 shoppable online events across eight social and media platforms including BuyWith, BuzzFeed, Facebook, IGN, TalkShopLive, Tasty, Twitter and YouTube. “Discovery and inspiration can happen anywhere, and we want to make sure we are meeting our customers where they are,” said White. “The success of these livestream events and growth of our business are telling us that we’re headed down the right path. We will continue to curate special experiences for our customers who live in dynamic, immersive environments and allow customers to shop seamlessly while also being entertained.”
