Twitter taps Walmart to go holiday shopping

The Future. Twitter is collaborating with Walmart for its first-ever live shopping experience. The 30-minute livestream will kick off the launch of Twitter’s updated Shop module, which will roll out to additional U.S. merchants in the upcoming weeks.

New ways to do Black Friday
This year, social platform shopping experiences will be more influential during Black Friday and Cyber Monday than ever before.

• According to a recent TikTok study, 54% more users plan to shop for Black Friday offers via sponsored social media posts compared to other platforms.
• 47% of consumers say they plan to use Instagram for Black Friday and holiday shopping.
• YouTube is hosting a holiday stream and shop series.
• Platforms like NTWRK and Popshop Live are increasingly popular for limited-release gift drops.

Twitter first released its Shop feature in July as a way for business accounts to showcase their product offerings. Their first livestream collaboration will create a more vibrant in-platform shopping experience to compete with the pre-holiday social platform chatter.

Social shoppers
Walmart’s livestream content will be hosted by Jason Derulo and live across all of the brand’s social media channels to kick off Cyber Week. Walmart has a track record of being the first retailer to use a social media platform’s livestream shopping capabilities.

The brand piloted TikTok’s livestream shopping in December 2020. Walmart worked with its influencer network for live shopping content on YouTube and even launched Walmart Live earlier this year.