Walmart has launched a new platform to help creators develop and monetize shoppable social content featuring its products.
The Walmart Creator portal will give creators access to tens of thousands of products around which they can make content. In exchange creators will earn commissions on sales, with no cap on their earnings. The ultimate aim, according to Walmart, is to “democratize the tools and resources” needed to become a creator.
“We know our customers are inspired by the content and stories they see from their favorite influencers in their social feeds every day,” said William White, Chief Marketing Officer at Walmart U.S. in a statement. “This next step in our strategy will help fuel inspiration for our customers by connecting their favorite creators directly with our brand and the brands they love at Walmart.”
Through the new platform, creators will have the ability to share product links to any social platform or group of their choice, receive product recommendations based on their interests and affinities, and track and view performance in an analytics dashboard in order to understand how customers engaged with products they have featured. Creators can also apply to be part of upcoming brand campaigns.
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Interested creators can apply to be part of the platform’s beta launch; Walmart Creator is scheduled to launch fully next year. Walmart also said it plans to “rapidly evolve and iterate” the platform over time in order to build features and experiences that make it easy for creators to create and publish content, and for customers to shop through Walmart.
Over the last few years Walmart has been steadily building out its shoppable content machine:
- In September 2022, the retailer announced a series of new integrations within its retail media network to enable advertisers to develop shoppable content, including partnerships with livestreaming platforms Firework and TalkShopLive;
- A retail media deal built on a previous partnership with TalkShopLive that enabled the retailer to create its own shoppable content; and
- In 2021, Walmart launched a series of partnerships with content producers, including So Yummy and magazine publisher Meredith, as well as hosting Twitter’s first-ever shoppable livestream.
