Walmart explores matchmaker marketplace for social media influencers

FILE PHOTO: A man talks on his mobile phone in front of a Walmart store in Sao Paulo

By Arriana McLymore

NEW YORK (Reuters) – Walmart may launch a platform that will use social media influencers to help the retailer and its 100,000 third-party sellers promote their goods and services online, according to trademark filings.

Walmart filed trademarks for “Walmart Creator” and “Walmart Creator Collective,” which would provide social media consulting and “the promotion of goods and services of others through influencers,” according to the July 27 documents seen by Reuters.

Walmart currently works with influencers to promote its groceries and apparel, as well as its Walmart+ loyalty program. Influencers often have large followings on Instagram, YouTube and TikTok and recommend products by posting affiliate links. They earn a commission when a customer uses the link to make a purchase.

Influencer marketing is expected to grow into a $16.4 billion industry in 2022, according to media company Influencer Marketing Hub. Rivals Shopify and Amazon.com each have own social-media influencer services.

Companies file trademarks for many reasons and filings do not always lead to a company launching a new product or service.

Walmart declined to comment on its plans for Walmart Creator and Walmart Creator Collective.

Walmart’s third-party sellers can currently purchase ads from Walmart Connect, the retailer’s digital advertising business. Walmart Connect raked in $2 billion in revenue for its ad business last fiscal year, the company said during its February earnings call.

Growing its e-commerce business, including its delivery- subscription service Walmart Plus, has been a priority for Walmart, with plans to launch new services for sellers, the company said during its fourth-quarter earnings call in February. Walmart currently has nearly 240 million items online by the end of 2022 and said on Tuesday that its second-quarter U.S. e-commerce sales jumped 12% since last year.

“The relationship between digital growth, marketplace growth, advertising is something that we’re trying to take advantage of,” Walmart CEO Doug McMillon said on the second-quarter earnings call on Tuesday.

Walmart’s global advertising business, comprised of Walmart Connect and its India-based e-commerce company Flipkart’s ads, grew nearly 30% year-over-year. The company said Tuesday on its earnings call that the number of active advertisers has increased 121% since last year.

Since 2017, Amazon has offered social-media influencers the chance to create their own online pages for certain recommended products sold on Amazon.com’s marketplace. The influencers earn commissions for every product purchased from their page.

Matt Gilbert, chief executive of business partnerships software firm Partnerize, said Walmart wants to capitalize on advertisers’ moves to spend more of their budgets on “the creator economy.”

Many influencers depend on Walmart for revenue through “affiliate dollars,” said Danielle Wiley, chief executive of influencer marketing agency Sway Group. “Any way that the company could make this easier for influencer and facilitate content creation is going to benefit both sides.”

(Reporting by Arriana McLymore; Editing by Lisa Shumaker)

NEWS RELATED

« Arpenter la nuit » : Entre rêves et prostitution, Leila Mottley signe un premier roman brûlant

« Arpenter la nuit » de Leila Mottley est paru en août 2022 chez Albin Michel Arpenter la nuit RENTREE LITTERAIRE – « Arpenter la nuit » de Leila Mottley est paru en août 2022 chez Albin Michel Musemanias Books, contributrice du groupe de lecture 20 Minutes Livres, vous recommande ...

View more: « Arpenter la nuit » : Entre rêves et prostitution, Leila Mottley signe un premier roman brûlant

Ontario teenager dies after motorcycle-vehicle crash: police

Police say a teenager has died in a motorcycle crash in Uxbridge, Ont. Durham Regional Police Service says the fatal collision happened early Monday afternoon, when the motorcycle rear-ended another vehicle. Police arrived at the scene and found a 16-year-old male seriously injured. The boy later died in hospital. Police ...

View more: Ontario teenager dies after motorcycle-vehicle crash: police

Video Tour of 'Singapore Airlines' A380 Suites' Has Our Jaws on the Floor

It’s even nicer than Air Force One. The words “flying” and “luxury” don’t often go hand in hand for most of us — it’s a far more common experience to know what it’s like to be stuck in the tiny middle seat and count down the minutes until the ...

View more: Video Tour of 'Singapore Airlines' A380 Suites' Has Our Jaws on the Floor

‘We raided Penneys for costumes for our low-budget IRA film – then we brought them back when we were finished’

A former windscreen repairman from Dublin has landed his debut film a spot at the prestigious Newport Beach Film Festival in California. Apart from replacing car windscreens, Luke Hanlon eventually became the face of Autoglass TV ads, and has now written, directed, and produced his own film set during the ...

View more: ‘We raided Penneys for costumes for our low-budget IRA film – then we brought them back when we were finished’

NFL player Tua Tagovailoa's concussion might have been prevented with rugby's stricter protocols

Miami Dolphins quarterback Tua Tagovailoa runs onto the field before the team’s NFL football game against the Cincinnati Bengals on Sept. 29, despite a head injury during a game a few days earlier. Few moments in sport are more gut-wrenching than a player lying on the field, limp from ...

View more: NFL player Tua Tagovailoa's concussion might have been prevented with rugby's stricter protocols

Hollywood-Star Penélope Cruz will auch Regie führen

Hollywood-Star Penélope Cruz will auch Regie führen Hollywood-Star Penélope Cruz will sich irgendwann einmal auch als Regisseurin versuchen. “Das ist etwas, das ich wirklich tun möchte. Seit ich 16 bin, denke ich jeden Tag daran”, erzählte die Oscar-Gewinnerin (“Vicky Cristina Barcelona”) aus Spanien im Interview des spanischen Fernsehsenders RTVE. ...

View more: Hollywood-Star Penélope Cruz will auch Regie führen

Should You Buy Stocks Now or Wait? Here’s What Buffett Says

sad concerned deep in thought Warren Buffett has been more active in 2022 than during the coronavirus breakout. In 2020, the legendary value investor sold stocks of companies affected by government-mandated lockdowns and social-distancing measures. His conglomerate Berkshire Hathaway ditched its entire stakes in four largest airlines for fear ...

View more: Should You Buy Stocks Now or Wait? Here’s What Buffett Says

The BOAC Comet Made The 1st Commercial Transatlantic Jet Flight 64 Years Ago

The BOAC Comet Made The 1st Commercial Transatlantic Jet Flight 64 Years Ago On October 4th, 1958, a British Overseas Aircraft Corporation (BOAC) de Havilland DH.106 Comet conducted the first-ever regularly scheduled commercial jetliner transatlantic crossing. The event would open up new opportunities for the aviation industry, leaving a ...

View more: The BOAC Comet Made The 1st Commercial Transatlantic Jet Flight 64 Years Ago

Human rights prof cancelled over N-word chat with students

David Rosenberg: Equities are generally not pricing in a recession yet, but one asset class is

3 No-Brainer Warren Buffett Stocks to Buy Right Now

Montreal police investigate suspicious death involving vehicle fire

Tunnel bus service to Detroit resumes Nov. 20

RBC acquires medical billing firm MDBilling.ca, financial terms not disclosed

3D-Drucker bei ALDI ausverkauft - so gut sind diese Alternativen

Más historias en la Tierra Media: Los Anillos de Poder inicia el rodaje de su segunda temporada

Der große PS5-Restock bei Amazon: So sicherst du dir die Konsole heute

Deals: AirPods 2 With Wired Charging Case Hit Low Price of $79 ($50 Off)

LILLEY: CBC is the major threat that other Canadian media outlets don't want to talk about

Amazon Prime Day tech deals 2022: Dates and best offers to expect on tablets, laptops, speakers and more

OTHER NEWS

Breaking thailand news, thai news, thailand news Verified News Story Network