Walmart Returns to TikTok for Second Livestream Shopping Event

Walmart and TikTok initiated a collaborative pilot program in December, introducing a novel livestream shopping experience to U.S. users. The initial test proved successful, prompting Walmart to announce a return to the platform with another livestream shopping event.

“Spring Shop-Along: Beauty Edition” Details

The upcoming event, titled “Spring Shop-Along: Beauty Edition,” is scheduled for this Thursday, March 11, at 9 p.m. EST. It will be broadcast on Walmart’s official TikTok channel and will span one hour.

This livestream will showcase TikTok creators and influencers discussing and demonstrating beauty products. Gabby Morrison (@GabbyMorr), a creator with over 3.5 million followers, has already been confirmed as a participant.

Positive Results from the Initial Pilot

While specific sales figures from the first TikTok live shopping event weren’t disclosed, Walmart reported exceeding expectations. The event garnered seven times more views than projected and resulted in a 25% increase in TikTok followers.

These encouraging results motivated Walmart to pursue further collaborations with TikTok, shifting the focus from apparel – the theme of the holiday livestream – to beauty products.

How the Livestream Shopping Works

During the 60-minute event, creators will share their skincare, makeup, and hair routines, highlighting the Walmart beauty products they utilize.

Featured brands will include NYX, Maybelline, The Lip Bar, Bliss, Kim Kimble, and fragrances from Marc Jacobs.

Viewers can purchase featured items directly within the TikTok app by tapping on product “pins.” This allows for seamless addition to their cart and checkout, either during or after the livestream.

TikTok’s Perspective on Shoppable Livestreams

Blake Chandlee, President of TikTok Global Business Solutions, commented on the partnership. He stated that TikTok provides a unique platform for brands to connect with their community and inspire engagement.

Chandlee emphasized the excitement surrounding the shoppable livestream experience and TikTok’s commitment to innovating the path from product discovery to purchase.

Walmart’s Prior Interest in TikTok

Walmart had previously expressed interest in investing in TikTok when the app faced potential bans under the previous administration. The company considered a joint venture with Oracle to acquire TikTok’s U.S. operations.

However, this potential sale is currently on hold while the Biden administration reviews the actions taken by the prior administration.

The Growing Trend of Livestream Shopping

Livestreamed shopping is gaining traction in the U.S., attracting investment from startups like NTWRK, Bambuser, and Popshop Live.

Major tech companies are also participating, with Google integrating its Shoploop project into search, Facebook investing in live shopping across its platforms, and Amazon offering live shopping through Amazon Live.

Furthermore, platforms like Alibaba, JD.com, Pinduoduo, WeChat, and Douyin (TikTok’s Chinese counterpart) all support mobile video shopping.

Walmart’s Ongoing TikTok Strategy

Walmart clarified that its partnership with TikTok on livestream shopping is independent of the previous deal discussions. The retailer has been actively engaged on TikTok for over a year.

Walmart has encouraged its employees to create TikTok videos and maintains its own official TikTok channel.

Future Plans

Following this week’s event, Walmart intends to continue bringing more shopping experiences to TikTok. They plan to collaborate with creators to showcase various products through diverse formats.

The retailer reported being satisfied with the results of the initial pilot, noting the significant increase in views and follower growth, as well as a smooth checkout process.