Walmart to Test Twitter Livestream Shopping

Twitter and Walmart Pioneer Livestream Shopping

Twitter is venturing into the realm of e-commerce with the introduction of livestream shopping, and Walmart will be the inaugural retailer to utilize this new functionality. Throughout the past year, Walmart has actively invested in live shopping experiences, hosting events on platforms such as TikTok and YouTube. Now, they are poised to launch Twitter’s very first shoppable livestream.

Cyber Deals Livestream Event

A Cyber Deals live event is scheduled to commence on Twitter on November 28th. During this event, users will have the opportunity to view a live broadcast, purchase featured products, and participate in discussions surrounding the event via Twitter posts.

The livestream is set to begin at 7 PM ET on November 28, 2021. Customers will be able to shop directly from Twitter, as well as through Walmart.com/live, and the retailer’s presences on Facebook, Instagram, TikTok, and YouTube.

Event Host and Product Showcase

Jason Derulo, a musician and content creator, will host the livestream. He will present deals on a variety of products, including electronics, home goods, apparel, and seasonal decorations, within a 30-minute variety show format. Walmart also indicates that surprise guest appearances are planned.

Walmart’s Expanding Livestream Strategy

Walmart has been actively expanding its support for livestream shopping throughout 2021. Their initial shoppable livestream took place last December in collaboration with TikTok’s Holiday Shop-Along Spectacular event. This occurred despite previous plans for a direct investment in TikTok being unsuccessful.

The initial TikTok event exceeded expectations, delivering seven times more views than projected. It also contributed to a 25% increase in Walmart’s TikTok follower count. While specific sales figures weren’t disclosed, a second TikTok livestream shopping event was held shortly after.

Beyond TikTok: A Multi-Platform Approach

While initially exploring a partnership with TikTok, Walmart recognized the potential of live, social e-commerce on other platforms. Over the last year, the retailer has conducted livestream shopping tests across five different platforms, including its own website, hosting over 15 events to date.

Twitter’s New Livestream Shopping Platform

These initiatives will now encompass Twitter, which is currently unveiling its new livestream shopping platform. The Walmart Cyber Deals livestream will serve as the initial trial of Live Shopping on Twitter within the United States.

This new platform builds upon Twitter’s existing shopping features and livestreaming capabilities. It features a live broadcast displayed prominently on a Live Event page, accompanied by a Shoppable Banner and a Shop Tab showcasing the products featured in the livestream.

Users can easily switch between the “Latest” and “Shop” tabs during the event to preview products. Purchases direct consumers to the retailer’s website within an in-app browser, ensuring the livestream remains visible during checkout.

A text box at the bottom of the Live Event page allows viewers to share their thoughts about the livestream using a designated hashtag.

Statements from Twitter and Walmart

“We are honored to have Walmart onboard as the first-ever brand to host a Live Shopping event on Twitter,” stated Sarah Personette, chief customer officer at Twitter. “We are excited to bring this experience onto Twitter and help them achieve their business objectives.” She added, “We look forward to people watching, chatting, and shopping — all through Twitter.”

Evolution from Shop Module Testing

The livestream shopping platform is an evolution of Twitter’s earlier tests with a Shop Module, launched in July. This module allowed brands and retailers to display their products directly on their Twitter profiles, gauging consumer interest in shopping on the platform. Pilot partners included GameStop and Arden Cove.

Strategic Alignment with Twitter’s Strengths

Walmart expressed interest in testing Twitter’s new features due to the consistently strong performance of their top- and middle-funnel content on the platform, making it a logical extension of their social commerce explorations.

Holiday Season Push and Future Plans

This Twitter livestream event marks the beginning of a larger push into live shopping during the 2021 holiday season for Walmart. The company plans to host over 30 shoppable livestream events across eight platforms, including BuyWith, BuzzFeed, Facebook, IGN, TalkShopLive, Tasty, Twitter, and YouTube. Collaboration with TikTok is also ongoing.

“Twitter continues to be an important platform for Walmart’s business and our customers,” said William White, chief marketing officer at Walmart U.S. “We’re meeting customers where they are and making it easier to shop incredible deals.”

Twitter Shopping Manager and Future Accessibility

Following the initial test with Walmart, Twitter will introduce the “Twitter Shopping Manager,” a new interface for merchant onboarding and product catalog management. This will streamline the process of starting to shop on Twitter. The Shop Module will also be made available to a wider range of retailers in the coming weeks.

Monetization and User Growth

Twitter has confirmed that it will not take a commission on e-commerce revenues generated through Live Shopping, nor will brands be charged for participation. However, offering live shopping could attract more users to the platform, which has historically faced challenges in expanding its consumer base.

Availability

The live event will be accessible on Twitter for iOS and desktop users in the U.S., beginning on November 28th at 7 PM ET/4 PM PT.