Roku Stock Jumps on Walmart E-Commerce Partnership – The Hollywood Reporter

Roku is jumping into the e-commerce space with Walmart.

Shares of Roku surged on Thursday after the company unveiled a partnership with Walmart to make TV streaming the next frontier of online shopping by tying entertainment tightly to an e-commerce store. Beyond the QR code, viewers will be able to use their remote device during a purchasable TV ad to select a product and proceed directly to checkout using Roku Pay, Roku’s payment platform.

Walmart will be the exclusive retailer for streamers to shorten the time from inspiration to purchase, as products are shipped from Walmart directly to Roku’s streaming platform. By pressing “OK” on the Walmart checkout page, the order will be instantly completed and emailed details will follow with shipping, return and support information.

“No one has cracked the code when it comes to buying videos. Working with Roku, we’re the first retailer to bring customers a new shopping experience and seamless checkout on the biggest screen in their home – their TV. said William White, chief marketing officer at Walmart, in a statement.

This first pilot program that merges entertainment and transactional commerce is underway. Shares of Roku rose $3.35, or just over 4%, to $81.93 after hours trading on Thursday.

“For years, streamers have bought new Roku devices and signed up for millions of subscriptions with their Roku remote. Streaming commerce brings the same ease and convenience to marketers and shoppers,” said Peter Hamilton, head of Roku’s TV business, in his own statement.

OneView, Roku’s ad buying platform for TV streaming, will have the exclusive ability to activate and measure buyable TV ads. And marketers will use Roku Brand Studio to design creative and branded content designed for TV streaming and shopping.

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