Walmart is taking its social commerce efforts beyond TikTok, preparing a livestream with Pioneer Woman Ree Drummond for Facebook Live and its own website next week following two shoppable live events on TikTok since December.
The move to Facebook Live comes from a combination of wanting to try more platforms and the reality that the Pioneer Woman’s following is more easily found on Facebook than TikTok, says Walmart U.S. Chief Marketing Officer William White. But it all signals that Walmart likes what it’s seen so far from live social commerce.
“This builds on previous events we’ve done,” White says. “We did one around the holidays that exceeded our expectations in a number of ways and came back in March with another that exceeded our expectations. We’re encouraged that our customers find these entertaining and a unique way to shop.”