Grocery

Albertsons is bringing shopping via livestream to its website

The grocery chain has partnered with short-form video platform Firework to introduce live, shoppable cooking videos.
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Albertstons

· less than 3 min read

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Move over, Instagram shopping: Albertsons will soon let customers buy groceries via live-streaming on its website.

The details: The new initiative is in partnership with short-form video platform Firework, and will roll out starting October 15.

  • Phase one will add short cooking content, while phase two will make the videos shoppable and enable live-streaming.
  • Phase three (set for January 2022) will introduce a “retail media component,” allowing other brands to put their social media videos onto the grocery giant’s websites and tap into the technology.

Make it fun: This is Firework’s first-of-its-kind partnership with a grocery retailer, but the platform said it is in talks with other grocery stores (plus fashion and beauty brands) across the US to introduce similar initiatives.

“The retail space is doing a tremendous amount with livestream right now,” Jason Holland, Firework’s president of global business, told Retail Brew. “When we were introduced to Albertsons, they leaned forward super progressively and said, ‘We want to completely reinvent the entire digital consumer experience to be entertainment.’”

Zoom out: Albertsons Companies isn’t the first US grocer to dabble with livestream shoppable content; both Kroger and Walmart have introduced shoppable how-to recipe videos.

Most retailers have tried to make social media platforms like TikTok and Instagram work for them (no surprise, that’s where audiences are), but Firework’s pitch is to “decentralize” the livestream shopping realm. 

  • “It’s not being powered into a social app,” Holland noted of the Albertsons’ partnership. “It’s not being powered into a walled garden.”

+1: Albertsons is also piloting DoorDash’s DoubleDash service, which allows customers to add items from multiple merchants for no extra fee.—JS

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