Firework provides live shopping capabilities for Walmart! Launch of Walmart Connect!

Walmart has signed a deal with Firework to launch Walmart Connect, the Big Box retailer’s closed-loop omnichannel media business designed to bring live streaming and premium shoppable video content to Walmart’s e-commerce offerings.

Walmart Connect is looking to provide short, shoppable videos to its customers while also making them available to digital advertisers.

Rich Lehrfeld, senior vice president of Walmart Connect, said: “Video and live commerce truly work when you put the customer at the center of the experience, which is what we’re doing here. This partnership with Firework further highlights how Walmart Connect is committed to growing our business and expanding our offerings to proactively stay ahead of advertisers’ needs.”

The livestream shopping experience was initially launched to support Walmart’s major beauty event in partnership with Johnson & Johnson, L’Oréal, Procter & Gamble, and Unilever. The event ran four livestreams from September 13 to 16 and continued to utilize replays and shoppable videos to showcase featured products.

Jason Holland, Chief Business Officer at Firework, added: “Walmart Connect has created an omnichannel ecosystem that is customer-centric, and we are very excited to be working with them to deliver live streaming and premium shoppable video experiences on their website. Not only will this embed shoppable and live video more deeply into Walmart’s omnichannel approach, it will also provide a great live shopping experience for Walmart’s online and offline shoppers.”

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