Smart TV technology and streaming services resource Roku and giant discount store chain Walmart announced Thursday that they continue to build on their business relationship by forming a partnership on live, interactive TV-commerce shopping.

Under the new arrangement, Walmart will become “the exclusive retailer” to sell and directly fulfill orders made by streamers directly through interactive Roku smart TV platform.

The companies announced the new experience will offer “product discovery with a seamless checkout experience, enabling purchases directly at the time of inspiration.”

“We’re working to connect with customers where they are already spending time, shortening the distance from discovery and inspiration to purchase,” William White, Walmart chief marketing officer, said through a statement announcing the deal. “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.”

Samsung 2022 QD OLED Now On Sale

Shop Wireless Speakers and Speaker Systems at

Save up to an additional 10% on eligible LG Appliance Packages during Abt’s Savings Event!

Receive an Extra 10% Back When You Purchase 3 or More Eligible Samsung Appliances

See What Your 4K UHD TV Can Really Do With The Spears & Munsil 4K UHD Blu-ray Disc, $39.95.

Portrait Displays Calman Display Calibration Software Available Here

Amazon’s Best Selling 4K Ultra HDTVs

Amazon’s Camera, Photo & Video Deals

Amazon Fire TV Cube Media Adapter with Alexa

Amazon Fire TV Stick 4K Max with Alexa Voice Remote

Amazon Echo Smart Speaker with Premium Sound, Alexa Voice Control

Amazon Echo Show 15 Alexa Voice Controlled Smart Screen

Amazon Echo Dot with Clock Voice Controlled Speaker

Amazon Echo Studio 3D Audio Alexia Smart Speaker

Best Selling Soundbars and 5.1 Surround Systems

Best Selling Blu-ray Players

Roku said its advertising tech stack will bring all the benefits of streaming TV advertising – targeting, optimization, and measurement – to the TV-based e-commerce partnership.

This first pilot program is planned to meld streaming entertainment with retail transactions through a new in-platform buying experience for Roku-user customers. The arrangement “will continue to evolve” as it progresses, the companies said.

Through the new interactive transactional features, viewers will be able press ‘OK’ with their Roku remote when a shoppable ad appears and proceed to checkout with their payment details pre-populated from Roku Pay, Roku’s payments platform, Roku’s statement said.

From there, tapping ‘OK’ on the Walmart checkout page lets the viewer place an order. Walmart will email the registered Roku user a purchase confirmation including shipping, return, and support information.

“We’re making shopping on TV as easy as it is on social,” stated Peter Hamilton, Roku TV Commerce head. “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.”

Roku said its OneView ad-buying platform for TV streaming will have the exclusive capability to activate and measure these shoppable ads.

Additionally, marketers will be able to use Roku Brand Studio to design custom creative and branded content built for TV streaming and shopping.

Online purchases made using links provided on this site might generate a small commission for HD We thank you for your support!

By Greg Tarr

Have a question for the HD Guru? HD GURU|Email

Copyright ©2022 HD Guru Inc. All rights reserved. HD GURU is a registered trademark.