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.
advertisement
advertisement
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.