Walmart Partners With E! For Holiday Shopping Livestream

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NBCUniversal and Walmart have teamed up to offer livestream shopping on E!, as the retail brand celebrates two years of selling via livestreams.

NBCUniversal and Walmart have teamed up to offer livestream shopping on E!, as the retail brand celebrates two years of selling via livestreams.

The NBCUniversal livestream partnership will debut with “LivE! Deals for the Holiday Season” on E! Online on Thursday, December 8 at 9pm ET. Hosted by E! News’ Erin Lim Rhodes and Francesca Amiker, consumers will be able to shop during the half hour live party event.

“The future of livestream shopping is bright, and we are continuously innovating to meet the evolving needs of our customers in new dynamic and immersive environments,” said Sarah Henry, Head of Content, Influencer and Commerce, Walmart, in a statement. “This season, we know our customers are seeking holiday inspiration at affordable prices, which is why we’re thrilled to partner with NBCUniversal to create an engaging and seamless shopping experience featuring some of our most popular products at prices that are sure to put viewers in the holiday spirit.” 

The E! shopping event will feature guests including a celebrity chef, a mother and self-care enthusiast. Together with the hosts, the guests will share affordable shopping tips. Viewers will be able to interact with the panel and ask questions about the products in real time. If they want to shop, viewers can purchase the gifts by clicking on the livestream, which will direct them to a checkout page on Walmart’s website. Products include: cookware, toys and self-care products.

Walmart launched its first shoppable livestream in December 2020 working with TikTok for a Holiday Shop-Along Spectacular. Since then, the retailer has supported 350 shoppable livestreams including programs featuring Rachael Ray, Drew Barrymore, Ree Drummond and IGN to sell its products within a livestream environment.  

After the E! livestream event airs, it will be available on-demand to stream through Peacock’s Holiday Hub beginning on December 10th. Subscribers will have access to the show and its shopping functionality through December 22nd.

The livestream functionality is part of NBCUniversal’s One Platform Commerce capabilities. TRESemmé, Lashaholics, Literie Candles and Verishop brands recently participated in shoppable experiences at BravoCon, also hosted through the platform.

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