Walmart hits two hot trends with livestream TikTok shopping event

Date : 17 December 2020

Stewart Samuel

Program Director - Canada

Walmart is partnering with some of TikTok’s most popular creators to offer a livestream shopping experience.

Shopping directly from the TikTok platform

Through this partnership the TikTok community will be able to purchase fashion items featured in content from the creators. They will be able to do this without leaving the TikTok platform. This will be the first shoppable livestream event on TikTok in the US. The TikTok community will be able to tap on a product they wish to purchase to add the item to their cart and check out.

Source: IGD Research

Showcasing national brands and private label ranges

Walmart is working with 10 TikTok creators for the one-hour “Holiday Shop-Along Spectacular.” The idea is to create a fun and unique event to showcase fashion looks that can be purchased at Walmart. The event will feature national brands such as Champion, Jordache, Kendall + Kylie, along with its private label ranges, Free Assembly, Scoop and Sofia Jeans.

Innovating to meet its customers where they are

This initiative reflects the innovative approach which Walmart has adopted to meet its customers where they are. Since the start of the pandemic it has launched several virtual programmes and created new store-based events which have enabled its customers to celebrate key seasonal events while maintaining social-distancing protocols. Earlier this year, Walmart was part of a joint-bid to invest in the social media platform following a mandate by the US government for the platform to be sold to a US company. The proposed ban on TikTok is currently on-hold.

Taking learnings from Asia

While not a new format, livestream shopping events have gained significant momentum in Asia since the start of the pandemic. Last month, JD.com partnered with Kuaishou, a Chinese video-sharing platform, to launch a 200-hour livestream during this year’s Singles Day Shopping Festival. One of the interesting features of this event is that it featured fresh foods alongside health and beauty, household and digital products. While Walmart will take learnings from this event before extending it to other categories, it highlights the growing importance of influencers and video-based content in the online selling process. These are added considerations for suppliers, especially those targeting younger shoppers.

Livestream shopping was also an important component of Alibaba’s 11.11 Global Shopping Festival , with several brands hosting their own events. Other retailers have also sought to optimise the platform, including Lidl Germany which launched the #movelikelidl challenge, while UK-based Superdrug has partnered with e.l.f. Cosmetics to launch TikTok inspired displays in stores.

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