US retail giant Walmart has announced a new partnership with Tasty, the online recipe platform from Buzzfeed, which will allow customers to buy the tools they need to create dishes.
From last week, when users open the Tasty app to watch one of its recipe videos, they will see direct links to the kitchen tools that are needed to create that particular dish, allowing them to easily purchase these goods from Walmart or Jet.com.
Walmart says that, from next year, it will also integrate groceries into this service.
Sumaiya Balbale, VP of e-commerce, mobile and digital marketing at Walmart, described this partnership as a “natural fit”.
“By introducing the ability to shop for products directly from the Tasty app, this partnership combines content and commerce, to create a convenient and fun experience for users,” Balbale said.
Walmart has been expanding its online services in the past few years, in a bid to compete with e-commerce giant Amazon.
This push has led to online sales growth of at least 50% in the US over the past three quarters.
Meanwhile, Tasty has over 2,000 recipe videos that have attracted more than 65 billion views, and the platform has amassed over 90 million followers on Facebook, opening up a large market of potential customers to Walmart.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.