Walmart builds a platform to connect creators, content and social commerce

The creator economy market is estimated to be worth $104.2 billion, and the number of creators continues to grow drastically. This surge of user-generated content (UGC) is causing retailers to rethink how they leverage and manage social commerce, content, and creators. While many generally available digital exchanges connect creators and influencers with brands, Walmart is beta-testing its own exchange to bring together content, creators, and commerce. Walmart Creator, a commerce platform for monetizing shoppable products, is the next evolution of the retailer’s social media strategy and digital presence. Sarah Henry, VP, Content, influencer, and commerce at Walmart, said the retailer intends to “shorten (the) distance between content and purchase” during a recent fireside chat - “From Inspiration to Purchase: Walmart’s Approach to Content, Creators and Social Commerce” - at eTail West Palm Springs 2023. The Walmart Creator platform is designed to nurture relationships with creators (anyone with the ability to tell stories who has an audience) to:

• Reach customers where they spend time
• Create moments of discovery and inspiration
• Save steps along the path to purchase

The platform allows content creators to share stories and product recommendations that drive on-site and in-store traffic. Creators generate content for their own following, building their brand presence while earning commissions via Walmart’s Affiliates programs. Walmart aims to improve the product discovery process through partnerships with creators who have highly-engaged communities that can increase the visibility of under-shopped categories and demonstrate ways to think about Walmart differently. The retailer is implementing technology to reduce steps during the shopping experience via shoppable recipes, live streaming, partnerships and “buy from” ads. Walmart takes a full-funnel approach, incorporating many channels into its campaign mix. The "real power of the strategy is the always-on storytelling capabilities," said Ms. Henry, who shared that the retailer held 350 livestream events in 2022 and works with 10,000+ influencers, affiliates, advocates and content creators. The surge of UGC and the changes in the digital landscape mean retailers and brands must change their social media and digital strategies to better connect with shoppers and creators. Walmart is doing a smart thing by developing its platform and owning the intersection of social commerce, content, and creators.