Walmart Turns Social Commerce Videos Into One-Click Checkout

If there’s one thing consumers and merchants both hate, it’s friction. Anything that slows, interrupts or in any way impedes the natural flow of commerce is a nasty no-no that must be dealt with.

Likewise, anything that can hasten the path to purchasing is coveted and treated as the equivalent of retail gold.

For Walmart, the pursuit of that gold can be seen in its year-long effort to build up the digital side of its business, in part via its newfound love of social commerce and hosted live-streamed shows, such as Jason Derulo’s Black Friday special or Drew Barrymore’s upcoming episode of All Things Beautiful.

See also: Walmart Announces Second Live Shopping Event With TikTok

But with a deal announced on Tuesday (Dec. 14) that Walmart and TalkShopLive describe as a “hassle-free retail and content distribution agreement,” fans and shoppers alike can buy what’s appearing on-screen, without being redirected to another page and having to miss out on the show.

“You click and you purchase right from the video player,” TalkShopLive CEO and Co-founder Bryan Moore told PYMNTS. “There’s no click-through [to another site or page]; you’re not driving back to Walmart.com to buy it. There’s no click out. You literally buy it right then and there within the video player, so that’s why we convert more sales,” he added of the company’s patent-pending technology. 

In fact, Moore said, the company he launched with his sister Tina in 2018 has rapidly scaled and attracted backers who are eager to get a piece of something that is growing exponentially — or, as he puts it, to own a business that turns everywhere a video is shared into a point of sale.

Easier to Shop

For its part, the Arkansas-based retail giant agrees that there is still plenty of upside — or gold, if you will — left in the live-streamed video segment.

“Walmart continues to be focused on meeting customers where they are while making it easier to shop,” Walmart’s VP of Brand Casey Schlaybaugh said in the companies’ joint press release. “Powering our commerce API with TalkShopLive will provide customers with a seamless checkout experience anywhere online while being entertained.”

Schlaybaugh also noted the retailer’s intention to bring more engaging, interactive experiences to its customers via a growing catalog of shoppable live-streamed events being presented on TikTok, and over half a dozen other social media platforms, including its recent foray on Twitter.

More details: Walmart Plans First Social Commerce Livestream on TikTok

And: Walmart Hosting Shoppable Livestream Nov. 28 on Twitter

Moore says the Walmart pact is the latest, but not the last, in a string of partnerships booked this year with a mix of entrepreneurs, celebrities, retailers and other media and content creators, including Oprah Winfrey, Rachael Ray, Conde Nast, GQ, Hearst, Meredith, IGN and more — all of whom like the intimate and uninterrupted video selling platform.

“We were up nearly 500% this year and we’re looking at a really strong year next year too,” Moore predicted. “But on a fundamental level, TalkShopLive has set the framework for incredible growth year next year.”

2022, he said, will be all about maximizing the customer experience by seamlessly bundling content, distribution and fulfillment within a single live show that makes shopping and watching synonymous.