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June 17, 2022

Walmart, Roku Enter Streaming TV Commerce Partnership

Walmart and Roku have entered a first-of-its-kind partnership in a move to make streaming TV the next critical e-commerce shopping destination, Roku announced.

Walmart will become the exclusive retailer streaming on Roku, allowing consumers to purchase featured products fulfilled by Walmart. The new experience will offer product discovery with a seamless checkout experience, according to Roku.

Walmart will employ its ability to evaluate customer behaviors then scale product offerings to customers where and how they want to shop, while Roku’s purpose-built advertising tech stack will provide streaming TV ads, using targeting, optimization, and measurement, the companies reported. This pilot program fuses entertainment and transaction opportunities, Roku noted.

“We’re making shopping on TV as easy as it is on social,” said Peter Hamilton, head of TV commerce, Roku. “For years, streamers have purchased new Roku devices and signed up for millions of subscriptions with their Roku remote. Streaming commerce brings that same ease and convenience to marketers and shoppers.”

William White, chief marketing officer, Walmart, added. “We’re working to connect with customers where they are already spending time, shortening the distance from discovery and inspiration to purchase. No one has cracked the code around video shoppability. By working with Roku, we’re the first to market retailer to bring customers a new shoppable experience and seamless checkout on the largest screen in their homes, their TV.”

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