The world’s largest supermarket chain is testing a radically new shopping mechanism for itself in collaboration with TikTok. Live broadcasts will be kept within the Walmart account on this social network with the show of items (mainly youth fashion brands) with the option to order them directly in the viewing mode. The business follows in the footsteps of its main rival, Amazon, which has a similarly accessible Live service: celebrities, bloggers and only customers with a large audience perform shopping streams on the subject of style, beauty and exercise classes. This path is still short, but one of the most vibrant.
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Accessing the TikTok site is a pretty bold step for Walmart. Family individuals who make transactions for a week and not young people at all are the main audience of the retail network’s digital services. The company, however, already has good experience in promoting fashion items. Walmart collaborated with ThredUp in May to sell exclusive second-hand clothes, shoes and accessories jointly (the retailer was responsible for shipping). The business also has direct deals with hundreds of brands, including brand names and those targeted at a young audience. From Walmart’s main website and app to the public on TikTok, their sales can be reoriented.
We consider the trajectory of streaming sales to be highly promising in itself. This market is currently approaching $100 billion, despite the fact that the sector only retains less than $2 billion inside the U.S. China’s experience, especially with Alibaba and JD.com, shows that streaming sales over the next decade will become the key retail innovation. Payment and cross-platform convergence innovations have achieved such a degree that, without being interrupted by entering information, going to the shopping cart and other operations, the consumer can purchase and watch content at the same time. Since this year, Facebook has made the sale of items inside streaming videos one of the key directions in the growth of its Instagram.
Compared to daily online sales, high growth in streaming sales could cause a new price rally in Walmart shares next year. Now the shares of the retailer are trading below their fair values. These shares have the potential to rise to $160 a piece in the coming months, or around 10 percent of the current price.
