Walmart is marking one year of livestream shopping by bringing the real-time video event to Twitter for the first time. This capability will also be a first for Twitter, which launched its Live Shopping capability to feature the Walmart livestream.
The retail giant first launched livestream events in December last year on TikTok, with its “Holiday Shop-Along Spectacular” driving seven times more views than it anticipated and growing the company’s TikTok followers by 25 percent.
For the 2021 iteration on Twitter, pop star Jason Derulo will host Walmart’s “Cyber Deals” at 7 p.m. ET on Nov. 28, where users can watch the live broadcast, shop the featured products and join the conversation around the event by posting their own tweets.
The “Acapulco” singer will host a 30-minute variety show highlighting some of Walmart’s biggest holiday deals on products including electronics, home goods, apparel and seasonal décor, alongside surprise special guests.
“Discovery and inspiration can happen anywhere, and we want to make sure we are meeting our customers where they are,” William White, chief marketing officer for Walmart U.S., wrote in a blog post. “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.”
Walmart ran a second TikTok livestream shopping event in March dubbed “Spring Shop-Along: Beauty Edition,” with that event presenting skincare, makeup and hair routine demos from a lineup of content creators such as TikTok personality Gabby Morrison.
Overall, the retailer has held more than 15 live shopping events across five platforms, including TikTok, YouTube, Facebook, Instagram and its own website, working with more than 20 creators and hosts. For this holiday season, Walmart will host more than 30 shoppable livestream events, spanning across eight social and digital media platforms including BuyWith, BuzzFeed, Facebook, IGN, TalkShopLive, Tasty, Twitter and YouTube.
News of the event comes as livestreaming continues to see significant growth in the U.S., with projections from Coresight Research stating that the channel can drive as much as $25 billion in sales by 2023.
“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,” White said.
Twitter is a platform where “we consistently see high return across top- and middle-of-funnel content,” pushing the company further in this direction, White said.
The event will launch through Twitter’s recently unveiled Live Shopping platform, and marks the feature’s initial test in the U.S.
“We are honored to have Walmart onboard as the first-ever brand to host a Live Shopping event on Twitter. 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,” said Sarah Personette, chief customer officer at Twitter. “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.”
While watching a Live Shopping stream on Twitter, consumers can check out a Shoppable Banner and Shop Tab on the Live event’s page, or toggle back and forth between the Latest Tab and the Shop Tab throughout the livestream. This gives them the opportunity to be a part of the conversation as they check out products.
Users can continue to watch the livestream on the merchant’s website within an in-app browser, so they don’t miss any part of the event while making a purchase.
Twitter has sought to crack the social commerce code for years now, first as it experimented with buy buttons. Since July, the social network has been testing its Shop Module, a dedicated space at the top of a business’ Twitter profile that offers a scrollable carousel of products, each of which can be bought in an in-app browser. The company had been working with travel, backpack and accessories brand Arden Cove, GameStop and various other brands in the pilot, but indicated that it will launch the feature with more U.S. merchants in the coming weeks.
And Twitter will also start testing Shopping Manager, what it calls “a new way to house merchant onboarding and product catalog management tools.” Ultimately, the feature gives merchants a one-stop-shop for managing how they show up on Twitter.
Twitter isn’t the only social media platform looking to bolster its e-commerce partnerships via livestreaming. Earlier this month, Pinterest unveiled Pinterest TV, a series of live, original and shoppable episodes featuring creators that use the social media platform.
On Pinterest TV, creators can showcase and tag products so Pinners can shop and purchase on the retailer’s site. Hosts will have a shopping toolbox to enable live shopping experiences including a product drawer with prices and product details, product drops and brand collaborations, a display of how much is left and a limited-time-offer module to offer discounts.