Dive Brief:

• Expanding its reach into social commerce, Walmart on Tuesday announced the beta release of its Walmart Creator platform, according to a press release.
• The portal allows content creators to make a commission — with no limit — on Walmart product links shared on any social media platform. Walmart Creator provides users with performance data as well as product recommendations based on their interests, per the release.
• Creators can apply for beta access ahead of the holiday season, and the retailer plans to fully launch Walmart Creator in 2023. The platform also allows creators to apply to be a part of upcoming brand campaigns.

Dive Insight:

Walmart continues to invest in social commerce by further building out its reach to customers across platforms.

“We know our customers are inspired by the content and stories they see from their favorite influencers in their social feeds every day,” William White, chief marketing officer at Walmart U.S., said 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.”

In February, Walmart expanded its livestreaming partnership with Talkshoplive. The company also stepped its foot into virtual worlds with its Roblox space in September, and launched its Innovation Partners ad program that helps brands connect with Gen Z on TikTok and Snapchat.

Walmart has also expanded further into shoppable recipes through updated site integrations, livestreaming and interactive videos. Partnerships with Whisk, Allrecipes and Tasty give users the option to shop ingredients found in recipes on Walmart’s site. 

The grocery industry has continued making efforts to break into the online world in part to satisfy Gen Z consumers who rely heavily on social media platforms. At Groceryshop in September, Kristin Patterson, head of big box, department and grocery retail at TikTok, said grocers should partner with creators and their already established platforms to reach young shoppers. 

How impactful social media will be on shopping habits this holiday season is up in the air. Social media has the potential to play a role in Gen Z shopping according to some data. Fifty-six percent of Gen Z consumers indicated they plan to buy holiday gifts through social media this year, according to a Bluedot report last week. That said, few respondents in a Gartner survey last month indicated they would look to social media platforms for gift inspiration, with only 7% of those surveyed planning to use Instagram and YouTube for that purpose.