Walmart sees success with live-stream shopping events on TikTok

Anne Freer | March 11, 2021

App Business

Walmart plans to partner once again with TikTok to host a second live-streamed shopping event, following the success of an earlier trial in the US.

The upcoming livestream will feature creators and influencers for the “Spring Shop-Along: Beauty Edition”. The event is scheduled for March 11 at 9pm EST on the Walmart TikTok channel.

Although Walmart did not disclose sales after the first TikTok live-stream, it said that the event saw 7x more views and grew the retailer’s TikTok fan base by 25%.

Among the influencers that will join Walmart for its spring campaign is Gabby Morrison who as 3.5 million followers on the app.

She’ll be helping to demo the her skin and haircare routine using Walmart products and brands like NYX and Maybelline.

Viewers can get beauty tips and shop for the featured products directly within the app via pins.

Walmart has long seen value in TikTok and was one of the companies interested in investing when the app faced a regulatory ban in the US.

Meanwhile live-stream shopping has really taken off in part due to COVID lockdowns and a greater number of mobile shoppers.

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