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Walmart and NBCUniversal will collaborate for livestream shopping offerings on E!, beginning with "LivE! Deals for the Holiday Season," which will be seen on E! Online this Thursday.  During the program, viewers will be able to shop online.

Brand Innovators writes that "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 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,” Sarah Henry, Walmart's Head of Content, Influencer and Commerce, said 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.” 

KC's View:

To be honest, I don't have a real sense about the sustainability of livestream shopping, but in this case that doesn't really mean anything.  Walmart clearly feels that there is a lot of potential there, and that some percentage of shoppers will respond to an experience that they perceive to be more robust.  In an era where differentiation is at a premium, it is hard to argue.  (Plus, teaming with NBCUniversal, which has access to an enormous amount of content, seems like a savvy move.)