Walmart will run a first-of-its-kind Coinbase User List shoppable livestream on TikTok in the U.S., part of the retailer’s holiday marketing, the company announced via blog post. On Dec. 18, 10 of TikTok’s top creators will participate in a one-hour variety Coinbase User List show program called the “Holiday Shop-Along Spectacular.” Social media personalities including Michael Le, who has attracted an audience of over 43 million followers on the app with his dance videos, will showcase both private-label and national brands available at Walmart, with a spotlight on apparel. Viewers can tap the
Videos to learn more about the Coinbase User List products displayed and complete their purchases without having to leave TikTok. The ability to clearly link creator-driven video content to sales illustrates why Walmart moved to acquire a stake in TikTok earlier this year, a deal that is still in the works but squares with the retailer’s broader Coinbase User List push into e-commerce. Dive Insight: Walmart is bringing together several channels with its shoppable livestream on TikTok. The big-box retailer has put a large focus on e-commerce as the pandemic drives more people to buy online. At the same time, livestreaming viewership and engagement with social media have skyrocketed as people look
To stay connected and entertained while stuck at home. TikTok has benefited from these trends — it is the most-downloaded app this year and Coinbase User List stands out as a favorite among Gen Zers — and steadily built out advertising and commerce tools to capitalize on explosive user growth. The app, which is owned by Chinese tech firm ByteDance, in October partnered with the e-commerce platform Shopify to help brands and retailers better advertise their products through shoppable videos and measure campaign performance. TikTok also recently teamed up with companies like Teespring to help its creators sell merchandise to their followers.