Walmart has signed a deal with Firework to launch Walmart Connect, the Big Box retailer’s closed loop omnichannel media business of Walmart in order to bring livestream and premium shoppable video content to the retailer’s ecommerce offering.
Walmart Connect is looking to bring its customers short-form, shoppable videos while also making them available for digital advertisers.
“Video and livestream commerce truly works when you put the customer at the centre of the experience, and that’s what we’re doing here,” Walmart Connect senior vice president Rich Lehrfeld.
“Our partnership with Firework further underscores how Walmart Connect is committed to evolving our business and expanding our offerings to actively stay ahead of what advertisers need.
“We’re proud to be able to serve Walmart customers with engaging experiences in the places they already love to shop.”
The livestream shopping experience launched initially in support of Walmart’s Mega Beauty Event with partners J&J, L’Oreal, P&G and Unilever.
The event featured four livestreams, which took place from 13th-16th September, and continues to leverage replays and shoppable videos for featured products.
Firework chief business officer Jason Holland added: “Walmart Connect has created an omnichannel ecosystem based on customer centricity and we couldn’t be more excited to partner with them to power livestream and premium shoppable video experiences on their site.
“We’ll not only make shoppable and livestream video more deeply embedded in their omnichannel approach, we’ll also provide a commerce media experience for their customers in-store and across the web.”