Roku, Walmart Partner for E-Commerce Transactions

Roku and Walmart June 16 announced a groundbreaking partnership to make TV streaming the next e-commerce shopping destination. Walmart will be the exclusive retailer to enable streamers to purchase featured products fulfilled by Walmart directly on Roku

This pact is designed to evolve shopping beyond the QR code. The new platform aims to offer product discovery with a checkout experience, enabling purchase directly at the time of inspiration.

“We’re working to connect with customers where they are already spending time, shortening the distance from discovery and inspiration to purchase,” William White, chief marketing officer for Walmart, said in a statement.

White claims there have been few, if any, breakthroughs affording consumers the ability to purchase products via video shopping.

“By working with Roku, we’re the first to market retailer to bring customers a new [shopping] experience and seamless checkout on the largest screen in their homes — their TV,” White said.

Viewers simply press “OK” with the remote on a shoppable ad and proceed to checkout with their payment details easily pre-populated from Roku Pay, Roku’s payments platform. From there, tapping “OK” on the Walmart checkout page places the order. A Walmart purchase confirmation is then emailed with shipping, return, and support information.

“We’re making shopping on TV as easy as it is on social,” said Peter Hamilton, head of TV commerce at 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.”

OneView, Roku’s ad-buying platform for TV streaming, will have the capability to activate and measure the shopping ads. Additionally, marketers will be able to use Roku Brand Studio to design custom creative and branded content built for TV streaming and shopping.

Future iterations of the pilot program will look for opportunities to build deeper commerce experiences that meet customers where they are.

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