Walmart and Roku, Inc. announced a first-of-its-kind partnership to make TV streaming the next e-commerce shopping destination. Walmart will be the exclusive retailer to enable streamers to purchase featured products fulfilled by Walmart directly on Roku, America's #1 TV streaming platform. This unique partnership evolves shopping beyond the QR code and will change the way customers interact and shop TV and video content.

The new experience offers product discovery with a seamless checkout experience, enabling purchase directly at the time of inspiration. Walmart is unmatched in the ability to evaluate customer behaviors and then scale commerce offerings to customers where and how they want to shop, including during moments of entertainment. Roku's purpose-built advertising tech stack will bring all the benefits of streaming TV advertising – targeting, optimization, and measurement – to the commerce partnership.

This first pilot program fuses entertainment with the transactional world of commerce, unlocking an innovative and inspiring in-platform buying experience for customers that will continue to evolve. Viewers simply press “OK” with the remote on a shoppable ad and proceed to checkout with their payment details easily pre-populated from Roku Pay, Roku's payments platform. From there, tapping “OK” on the Walmart checkout page places the order.

A Walmart purchase confirmation is then emailed with shipping, return, and support information. OneView, Roku's ad-buying platform for TV streaming, will have the exclusive capability to activate and measure these shoppable ads. Additionally, marketers will be able to use Roku Brand Studio to design custom creative and branded content built for TV streaming and shopping.

Future iterations of this pilot will look for opportunities to build deeper commerce experiences that meet customers where they are.