Retail giant Walmart’s omnichannel media business, Walmart Connect, is launching a livestream and premium shoppable video content offering. Walmart has partnered with video eCommerce firm Firework for the service, which will bring shoppable, short-form, social-media-style videos to its own digital properties while also making them available to advertisers.

“Video and livestream commerce truly works when you put the customer at the center of the experience, and that’s what we’re doing here,” said Rich Lehrfeld, Walmart Connect’s SVP and GM. “Our partnership with Firework further underscores how Walmart Connect is committed to evolving our business and expanding our offerings to actively stay ahead of what advertisers need. We’re proud to be able to serve Walmart customers with engaging experiences in the places they already love to shop.”

Firework partnered with Walmart Connect to launch a live shopping experience in support of Walmart’s Mega Beauty Event, with partners J&J, L’Oreal, P&G and Unilever. The event includes four livestreams, which took place from 13 –16  September, and continues to leverage replays and shoppable videos for featured products.

Walmart Connect is a retail media platform that connects advertisers with Walmart customers regardless of where they are in the shopping journey, whether that be onsite, offsite or in store, with clear visibility into campaign performance on in-store and online sales.