Walmart and BuzzFeed’s Tasty, which bills itself as “the world’s largest social food network,” are expanding their existing partnership with mobile app-based shoppable recipes. Users will be able to add an entire list of ingredients from Tasty’s cache of 4,000 videos directly to their Walmart online grocery carts, which can be ordered for pickup from more than 2,500 stores nationwide. The recipe ingredients can also be delivered directly to consumers' homes from more than 1,100 stores across the country. Customers can also swap items within the Tasty app based on their preference of price, brand, quantity and other dietary needs.
Total Retail's Take: This is the latest initiative in the Walmart-BuzzFeed partnership, which began in 2018 and includes a Tasty kitchenware line featuring cookware, bakeware, kitchen gadgets and accessories. Making content shoppable is a growing trend for retailers and brands, providing consumers a convenient way to shop while engaging with branded content, often within social media apps. Making the purchase journey seamless between the app, Tasty in this case, and the retailer (Walmart) will be ultimate determinant of success for this initiative. If it's a seamless, one-click experience, as is being promised, the potential for success seems great.