NBCUniversal and Walmart have formed a livestreamed shopping partnership being kicked off with a holiday season event on E!Online.
The event, set for Dec. 8 at 9 pm ET, will promote products offered by Walmart, enabling live questions and real-time purchases.
The half-hour ecommerce show, dubbed “LivE! Deals for the Holiday Season,” is presented as “party” given by E! hosts Erin Lim Rhodes and Francesca Amiker, with guests including a celebrity chef, a “self-care enthusiast” and a “mom,” all eager to share holiday celebration and gift suggestions.
After it streams on E!Online, the half hour program will be available on-demand on the “holiday hub” of NBCU’s Peacock streaming platform Dec. 10 – Dec. 22.
Both NBCU and Walmart have been ramping up their ecommerce capabilities and partnerships.
NBCU has used its cross-platform One Platform, Shoppable TV and NBCUniversal Checkout technology to offer ecommerce-driven Peacock show “Love Island USA,” and more recently to offer its second annual Bravo Bazaar shopping event during Bravocon. NBCU says the latter’s sales quadrupled this year.
NBCU said it will use One Platform to market the E!Online shopping event broadly.
Walmart launched its first shoppable livestream in 2020, and has since experimented with social commerce across formats, platforms and partners.
According to Walmart, it has supported more than 350 shoppable livestreams this year alone—a 600% increase from last year.