Walmart will be the first retailer to test Twitter’s new livestream shopping platform

Twitter's ecommerce initiatives now include livestreaming shopping. Walmart will be the first retailer that tests the new platform. Walmart has been investing in live shopping over the past year by hosting events on social media platforms such as YouTube and TikTok. Soon, it will launch Twitter's first shoppable livestream. Walmart will launch a Cyber Deals Live Event on Twitter on November 28. Users will be able watch the live broadcast, shop featured products, and participate in the discussion by tweeting.

The livestream will start at 7 PM ET on November 28th, 2021. It will allow Walmart customers access to their Twitter accounts and a variety of other platforms including Walmart.com/live and Walmart's Facebook, Instagram and TikTok accounts. Musician-turned-creator Jason Derulo will host the livestream, where he'll introduce the audience to deals in electronics, home goods, apparel, seasonal decor and more during a 30-minute variety show. Walmart also promises surprise guests.

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Walmart is expanding its support for livestream shopping through 2021. It hosted its first livestream shoppable last December, when it partnered with TikTok for its Holiday Shop-Along Spectacular Event, shortly before its planned investment in TikTok's video app failed. After Trump's executive orders that would have required TikTok to sell its U.S. operations, Walmart was interested. The courts blocked Trump's order.

Walmart stated that the first TikTok live event was a success, with 7x more viewers than expected. The event also saw Walmart increase its TikTok followers by 25%. Although the retailer did not provide details about the event's sales revenue, it held a second TikTok livestream shopping event a few months later.

Walmart's bid to TikTok was a signal of its interest in social, live e-commerce. However, the retailer also saw potential beyond TikTok. Walmart has expanded livestream shopping testing to other platforms over the past year. Walmart hosted over 15 livestream events on five platforms to date, including its website.

These live commerce initiatives now include Twitter. Today, Twitter revealed its new livestreaming shopping platform to public.

This platform builds on Twitter's existing shopping products as well as livestream capabilities.

The live stream will be shown at the top of the Live Event page. It will then be followed by a Shoppable Banner, and Shop Tab in which the products featured in the livestream are highlighted. While previewing the products, Twitter users can toggle between the "Latest” tab and "Shop" tabs during the event. Consumers can click on the link to purchase from the retailer's website using an in-app browser. The livestream will still be broadcast. Twitter claims that this ensures that users don't miss any information during checkout.

The bottom of the Live Event page has a text box that allows consumers to tweet about the livestream using a suggested hashtag.

We are proud to welcome Walmart to the Live Shopping Event on Twitter. Walmart is known for giving customers a full view of their products. We are thrilled to share this experience on Twitter with them, while also helping them achieve their business objectives," Sarah Personette, chief customer officer at Twitter said in a statement. She said, "This is only the first of many Live Shopping events brands hope to be able to offer to market, we can't wait to see, chat and shop -- all via Twitter."

This livestream shopping platform is based on the earlier testing of a Shop Module that was launched in July. It allowed brands, businesses, and retailers to display their products directly on Twitter. It was intended to assess whether there is demand for shopping on Twitter. The pilot partners included GameStop as well as travel brand ArdenCove.

Walmart stated that it is interested in testing Twitter’s new capabilities. It consistently sees high returns on top- and mid-of-funnel Twitter content, making it an obvious next step for Walmart's explorations of social commerce.

This new Twitter livestream event marks the beginning of a larger push to live shopping during the 2021 holiday season. According to the company, it has more than 30 livestreams that can be purchased across eight social media platforms including Facebook, BuzzFeed and Twitter. Walmart said it was working with TikTok to create shoppable livestreams.

"Twitter continues its importance for Walmart's business, and our customers," stated William White, chief market officer at Walmart U.S. We are meeting customers right where they live and making it easy to find amazing deals and inspiration through interactive, dynamic experiences. He said that he looks forward to providing engaging experiences for customers that enable them to shop seamlessly and entertain."

Twitter has announced that it will begin testing a new interface, called the "Twitter Shopping Manager," to simplify the process of shopping on Twitter. In the coming weeks, it plans to make the Shopping Module more accessible to retailers.

TechCrunch was told by Twitter that it does not take a cut from the e-commerce revenue generated through Live Shopping and brands are not paying to be included. Live shopping on Twitter might encourage more people to sign up for the platform, which has struggled historically with increasing consumer adoption.

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Created on Nov 27th 2021 00:40. Viewed 488 times.

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