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If TikTok wants to fully maximize its opportunity, and truly compete with the big players in the social space, eCommerce will be a key pathway, providing more options for creators to monetize their content, while also moving it into line with the next big shift within the sector.
Today, TikTok s taken another step in that direction, with the announcement of a new deal with Walmart that will see the retailer showcase buyable products during a TikTok live-stream, a first of its kind for the platform.
As explained by TechCrunch: During a Walmart livestream, TikTok users will be able to shop from Walmart’s fashion items without having to leave the TikTok app, in a pilot of TikTok’s new “shoppable product.” The fashion items themselves will be featured in content from ten TikTok creators, led by host Michael Le, whose TikTok dances have earned him 43+ million fans. Other creators will be more up-and-coming stars, like Devan Anderson, Taylor Hage, and Zahra Hashim
Walmart to pilot test livestreamed video shopping on TikTok
Walmart and TikTok announced this morning they will be partnering on the first pilot test of a new shoppable product experience on TikTok’s social video app. Walmart, as you may recall, had planned to invest in TikTok when the app was being threatened with a ban from the U.S. market unless it sold its U.S. operations to an American company, per a Trump administration executive order a ban that’s now on pause after multiple legal challenges. Walmart’s interest in TikTok, however, has not waned. The retailer, though seemingly an odd fit for a social network, had seen the potential to attract a younger online consumer through video and, in particular, livestreamed video.