Livestream shopping is now part of Twitter’s e-commerce plans, and Walmart will be the first store to test the new platform. Walmart has engaged in live shopping over the last year by sponsoring events on social platforms such as TikTok and YouTube, and it will shortly unveil Twitter’s first-ever shoppable livestream.
On November 28, Walmart will launch a Cyber Deals live event on Twitter, where viewers can watch a live broadcast, browse featured goods, and participate in the conversation by tweeting.
The livestream will begin at 7 p.m. ET on November 28, 2021, and will allow Walmart consumers to purchase via Twitter as well as Walmart.com/live, as well as the retailer’s Facebook, Instagram, TikTok, and YouTube pages. During a 30-minute variety presentation, Jason Derulo, a musician-turned-creator, will expose the audience to offers in electronics, home goods, fashion, seasonal décor, and more. According to Walmart, there will also be surprise special guests.
Throughout 2021, Walmart has been increasing its support for livestream shopping. When it collaborated with TikTok on its Holiday Shop-Along Spectacular event in December, just after its proposed investment in the video app fell through, it staged its first shoppable livestream.
(Walmart was interested in a TikTok transaction because of Trump’s executive order, which would have caused TikTok’s U.S. operations to sell.) The courts, though, have stopped Trump’s order.)
Walmart reported at the time that the inaugural TikTok live event was a success, with seven more views than expected. It also helped Walmart increase their TikTok following by 25%. Despite not disclosing the amount of sales income generated by the event, the merchant held a second TikTok livestream shopping event just a few months later.
Walmart’s purchase of TikTok highlighted the retailer’s interest in live, social e-commerce, but it also recognized possibilities outside of TikTok. Walmart has expanded its livestream shopping testing to include additional platforms during the last year. Walmart has held over 15 livestream events on five platforms, including its own website, too far.
Twitter, which today unveiled its new livestream-shopping platform to the public, will now be part of such live commerce activities. According to Twitter, the Walmart Cyber Deals livestream will be the first test of Live Shopping on Twitter in the United States.
This new platform complements Twitter’s current purchasing and livestreaming services. It will have a live broadcast that will run at the top of a Live Event page, as well as a Shoppable Banner and Shop Tab that will display the items presented in the livestream. During the event, Twitter users will be able to switch between the “Latest” page and the “Shop” tab to preview the items.
When customers wish to buy something, they go to the retailer’s website using an in-app browser, where the livestream continues to play. Users will not miss anything during checkout, according to Twitter. There is also a text box at the bottom of the Live Event page where viewers may tweet about the webcast using a recommended hashtag. “We’re thrilled to have Walmart on board as the first company to organize a Twitter Live Shopping event.
Walmart is known for providing consumers with an immersive view inside their products, and we’re delighted to bring this experience to Twitter with them, while also assisting them in meeting their business goals,” said Sarah Personette, Twitter’s chief customer officer, in a statement. “We hope businesses will be able to bring many more Live Shopping events to market in the future, and we can’t wait for consumers to watch, comment, and purchase – all through Twitter,” she said.
