Live online 'shop-along' will focus on beauty

BENTONVILLE, Ark. — As part of its ongoing effort to reach consumers wherever they want to shop, Walmart is hosting a spring shopping event on TikTok.

Scheduled for 9 p.m. EST, the “Spring Shop-Along: Beauty Edition” will be held on the Walmart TikTok channel, giving the TikTok community the chance to shop live directly in the app, without having to leave the platform.

Walmart previously partnered with TikTok in December, creating its first shoppable live stream experience for U.S. TikTok users, allowing users of the popular social media platform to shop while engaging with their favorite TikTok stars.

“During the event, we netted seven times more views than anticipated and grew our TikTok followers by 25%,” Walmart chief marketing officer William White explained in a blog post, adding that the “Spring Shop-Along: Beauty Edition” live stream shopping event will be an all-new experience featuring new creators and shoppable items. One of those creators is Gabby Morrison (@GabbyMorr) who has more than 3.5 million followers on TikTok.

“The creators will reveal their favorite Walmart beauty picks and demo their skincare, makeup and hair routines using the items,” White said. “During the 60-minute interactive tutorial, viewers will be able to shop from an amazing assortment of national, private and Black-owned beauty brands such as NYX, Maybelline, The Lip Bar, Bliss, Kim Kimble and Marc Jacobs fragrances. Viewers will get beauty tips, as well as tutorials on popular trends.

“Beyond the entertainment and education, viewers will also find a seamless shopping experience. With the tap on any product pin, viewers can add items to their carts where they can check out during or after the event.

“We will continue to bring more shopping experiences to TikTok in the coming months by partnering with creators to highlight different products via different formats. We are excited to test, learn and iterate on what’s best for users as we innovate and chart new territory in social commerce.