Roku launches in-ad purchasing with Walmart partnership

Streaming device and platform maker Roku has announced a US partnership with Walmart to enable e-commerce in TV ads.

Walmart will serve as the exclusive retailer for users to purchase featured products directly on their smart TV or CTV device. 

When presented with a shoppable ad, users can press ‘ok’ on their remote to proceed to checkout with their payment details already populated from Roku’s payments platform Roku Pay. A further confirmation on the Walmart checkout page places the order, and the consumer is subsequently emailed with a purchase confirmation message.

Roku said that its purpose-built advertising tech stack will bring all the benefits of streaming TV advertising to the commerce partnership, with this being the first pilot programme.

Peter Hamilton, head of TV Commerce, Roku, said: “We’re making shopping on TV as easy as it is on social. For years, streamers have purchased new Roku devices and signed up for millions of subscriptions with their Roku remote. Streaming commerce brings that same ease and convenience to marketers and shoppers.”

William White, chief marketing officer, Walmart, said: “We’re working to connect with customers where they are already spending time, shortening the distance from discovery and inspiration to purchase. No one has cracked the code around video shoppability. 

“By working with Roku, we’re the first to market retailer to bring customers a new shoppable experience and seamless checkout on the largest screen in their homes – their TV.”