By partnering with Firework, Walmart Connect aims to bring shoppable, short-form, social-media-style videos to its own digital properties while also making them available to advertisers, creating a premium video commerce experience, the company said in a press release.

Firework, a video e-commerce solution, has signed a partnership agreement with US’ Walmart Connect, a closed loop omnichannel media business of Walmart, to bring livestream shoppable video content to Walmart’s experience. By bringing product discovery and final transactions together, Walmart Connect is supporting the entire customer continuum.

Walmart Connect is a retail media platform that connects advertisers with Walmart customers regardless of where they are in the shopping journey, whether that be onsite, offsite or in-store, with clear visibility into campaign performance on in-store and online sales. By combining Firework’s rich live and short-form video experience—as well as its capacity for organic community growth outside of social networks—with Walmart Connect’s closed loop systems offering holistic customer views, the partnership will create an end-to-end experiential and insight-rich environment from discovery to purchase. 

“Video and livestream commerce truly works when you put the customer at the centre of the experience—and that’s what we’re doing here. Our partnership with Firework further underscores how Walmart Connect is committed to evolving our business and expanding our offerings to actively stay ahead of what advertisers need. We’re proud to be able to serve Walmart customers with engaging experiences in the places they already love to shop,” Rich Lehrfeld, Walmart Connect’s SVP and GM, said.

“Walmart Connect has created an omnichannel ecosystem based on customer centricity and we couldn’t be more excited to partner with them to power livestream and premium shoppable video experiences on their site. We’ll not only make shoppable and livestream video more deeply embedded in their omnichannel approach, we’ll also provide a commerce media experience for their customers in-store and across the web,” Firework chief business officer, Jason Holland, said.

Fibre2Fashion News Desk (GK)