Walmart is working to bring livestream and premium shoppable video content to its omnichannel media business, Walmart Connect. The company is working with video e-commerce specialist Firework, and is aiming at short-form, social-media style videos aimed at its digital customers while also making them available to advertisers.

Earlier in September, Walmart Connect launched together with Firework a live shopping experience to support of Walmart’s Mega Beauty Event with partners J&J, L’Oreal, P&G and Unilever. The event included four livestreams that took place from September 13th through 16th and leveraged replays and shoppable videos for featured products.

“Video and livestream commerce truly works when you put the customer at the centre 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.”

“Walmart Connect has created an omnichannel ecosystem based on customer centricity and we couldn’t be more excited to partner with them to power livestream and premium shoppable video experiences on their site,” said Firework Chief Business Office Jason Holland. “We’ll not only make shoppable and livestream video more deeply embedded in their omnichannel approach, we’ll also provide a commerce media experience for their customers in-store and across the web.”

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.