Tomorrow, Walmart will hold its first “shoppable” U.S. livestream on TikTok in a move that gives the giant retailer—which has a pending deal to acquire a piece of the platform—at least a temporary edge over competitors in e-commerce integration.
The one-hour “Holiday Shop-a-Long Spectacular” will be a variety show with 10 TikTok creators, led by Michael Le (@justmaiko) and his 43 million followers. They’ll showcase Walmart apparel brands, including Kendall + Kylie, Free Assembly and Sofia (Vergara) jeans in a major social commerce play. While Walmart has done plenty of shoppable advertising on social platforms, this is the first time it’s done a shoppable livestream, says U.S. Chief Marketing Officer William White in an interview.
While Walmart appears to be the first major U.S. retailer to do a shoppable livestream on TikTok, the platform did do a shoppable livestream with Gen Z-focused home shopping network Ntwrk in August.
The TikTok show will include peeks inside influencers’ closets, a living room runway show and fashion-themed dance-offs, during which people can buy featured items without leaving TikTok. Clickable “pins” will show up during that let people put items in their Walmart shopping carts either for immediate or later checkout without leaving the show, White says.
“We know our customers increasingly are on TikTok,” says White, who notes it’s Walmart’s fastest-growing social platform. “We want to shorten the distance from inspiration to purchase.”