Reside from TikTok, it’s Walmart! – RetailWire
March 10, 2021
Walmart’s interest in TikTok continues. The retailer worked with the video platform in December, and the test went so well that it saw a return performance for a one-hour livestream event titled “Spring Shop-Along: Beauty Edition. “
The latest collaboration between the two parties will take place tomorrow at 9:00 p.m. EST on Walmart’s TikTok channel. TikTok developers and influencers are introduced, including Gabby Morrison (@ GabbyMorr), which has more than 3.5 million followers on the video streaming service.
The TikTok celebrities on the livestream will reveal and demonstrate their favorite beauty products from Walmart. Livestream viewers can shop directly from the website by tapping product pins from a range of national, private, and black-owned brands. Those who add items to their shopping carts can check out anytime during or after the livestream.
William White, Chief Marketing Officer of Walmart US, did not reveal how the company’s TikTok event affected sales in his blog post, but did provide some metrics that explain why the retailer is making another attempt. Walmart saw seven times more views than expected the first time and increased the number of TikTok followers by 25 percent.
“We’ll be adding more shopping experiences to TikTok in the coming months by working with developers to highlight different products in different formats,” White wrote. “We look forward to testing, learning, and repeating what’s best for users as we innovate and break new ground in social commerce.”
Walmart’s interest in TikTok was evident last summer when the retailer partnered with Microsoft to make an offer to acquire the video site’s business in the United States, Canada, Australia and New Zealand. When that deal failed, Walmart joined Oracle to apply for a stake in TikTok’s US business. The retailer wanted to acquire a 7.5 percent stake in the operation and add Doug McMillon, CEO of Walmart, to its board of directors.
The deal is currently pending approval as the Biden administration scrutinizes the details and security issues surrounding TikTok’s operation in the United States Wall Street Journal Report in February. National security experts have raised questions about the data collection of American citizens by the China-based company.
DISCUSSION QUESTIONS: How do you rate the relationship Walmart has built with TikTok? Do you see streamed in-app shopping events becoming widespread among retailers and consumer direct brands?
“How do you rate the relationship Walmart has built with TikTok?”