Walmart launches shoppable ‘Romcommerce’ series

Walmart has tapped into perhaps the ultimate holiday pairing: the holiday rom-com, and shopping. 

The retailer is launching a new 23-part shoppable series, which it’s deeming “Romcommerce.” The series, “Add to Heart,” will be released on TikTok, Roku and YouTube starting Dec. 2, with the remainder dropping Dec. 5 and Dec. 8. This is also TikTok’s first fully shoppable holiday series. 

The plot of “Add to Heart” reads like many a Hallmark holiday movie that has come before it. The series follows New York designer Jessica as she returns to her hometown for the holidays. After losing her luggage on her travels, she visits her local Walmart, where she bumps into an old flame. Viewers can tune in to find out if Jessica finds romance, with the added benefit of being able to shop over 330 Walmart products, including furniture, fashion, and, of course, holiday décor.

According to Walmart, “nearly 60% of Americans say they are looking to make a purchase via social media this year.” 

“The holidays are such a special season. We know gifting and curling up to watch a favorite Christmas movie are part of so many families’ traditions. So, what better time to launch an innovative, first-of-its-kind shoppable series?” said William White, chief marketing officer, Walmart U.S. 

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Viewers can shop using TikTok’s Video Shopping Ads, as well as Roku’s “Ok to Text” feature. Roku users will be able to access the series through Walmart’s first shoppable branded entertainment playlist and a marquee ad on the Roku home screen.