We’ve been paying close attention to Walmart’s experiments with shoppable technology over the last number of years. In 2018, Walmart teamed up with interactive video company Eko on a festive play experience for kids called Toylab. In 2019, this progressed one step further with the release of four original interactive video series co-produced with Eko.

In 2020 Walmart partnered with Sidechef and Tastemade on shoppable recipes, and launched a one day-only live shopping event on TikTok.

This year Walmart acquired virtual fitting room startup Zeekitteamed up with Netflix on its retail hub, and with Mashable on a shoppable virtual home. It has also partnered with Pinterest and Facebook on its ‘Joy.Fully’ campaign for this year’s holiday season.

So it was with great interest that we read about Walmart’s plans to partner with Twitter on the first ever shoppable livestream on the Twitter platform, which takes place this weekend. Walmart will broadcast a 30min shoppable show from musician Jason Derulo’s home.

The magic, as we know well at Axonista, will be in the implementation, the delightfulness of the user experience, and how authentically this sits within the context of the Twitter platform.

And kudos, Walmart. Fortune favors the brave.

First published in Rerun, our weekly newsletter about the future of interactive video – sign up here.