Walmart Holds Shoppable Livestream at Winter Olympics in Milan

Why It Matters

This demonstrates Walmart’s commitment to turning cultural moments into direct sales channels, accelerating the adoption of live and social commerce in the U.S. market and strengthening its partnership with major brands like P&G.

Key Takeaways

• 16,400 views in first three days
• Hosted by Olympic champion Laurie Hernandez
• Featured P&G travel essentials, purchasable live
• Part of Walmart’s multi‑year shoppable video rollout
• Live commerce market projected $2.47 trillion by 2033

Pulse Analysis

Walmart’s recent ‘Her Day Made Easy’ livestream illustrates how the retailer is weaving shoppable video into its omnichannel playbook. By situating the 25‑minute broadcast inside the Milan Olympic Village and enlisting gold‑medalist Laurie Hernandez as host, Walmart turned a high‑profile sporting event into a real‑time retail experience. The partnership with Procter & Gamble allowed the brand to showcase travel‑ready personal‑care items—Tampax, Crest toothpaste, Gillette Venus—while viewers clicked purchase links on Walmart Live, Facebook and YouTube. The on‑demand archive ensures the content continues to generate traffic and sales long after the Games.

Live and social commerce is moving from niche experiments to a mainstream revenue engine. Grand View Research values the global market at $128.4 billion in 2024 and forecasts a surge to $2.47 trillion by 2033, driven largely by Asian adoption and accelerating U.S. participation. In 2025, roughly 49 million Americans engaged in live shopping, a figure expected to top 60 million within three years. Platforms such as TikTok Shop, Facebook Marketplace and YouTube are competing for the same attention span, while retailers like Target and Costco are testing their own shoppable streams to capture Gen Z shoppers who discover products primarily on social media.

For Walmart, the Olympics stream is less about immediate checkout volume and more about building a habit of appointment‑viewing content. By aligning commerce with culturally resonant moments, the retailer deepens brand affinity and gathers first‑party data on product interest. Analysts predict that retailers who consistently invest in high‑production live formats will see higher customer‑lifetime value and stronger cross‑sell opportunities. As the live‑shopping ecosystem matures, we can expect Walmart to expand its weekly “Collector’s Night” model, integrate AI‑driven product recommendations, and leverage its marketplace position to attract additional CPG partners seeking a live‑first sales channel.