Walmart launches Winter Olympics themed shoppable livestream event with Procter & Gamble

Walmart has partnered with Procter & Gamble for its latest shoppable livestream event. This went live yesterday on Walmart Live, Facebook, and YouTube and was made available on-demand afterwards.

In a LinkedIn post, Walmart’s Justin Breton said: “In today’s attention economy, entertainment and content have become the new storefront. The brands that win aren’t just showing products... They’re creating moments people actually want to spend time with. That’s exactly what we’re leaning into with our next shoppable livestream with Procter & Gamble.”

The pair went live from the Olympic Village in Milan with a Make Her Day Easy livestream event.

“Hosted by US Olympic Gold Medalist Laurie Hernandez, this experience brings customers inside a cultural moment most people never get access to, while making it instantly shoppable. Because increasingly, commerce works best when it feels less like shopping and more like access,” said Breton.

“During the live, Laurie spotlighted her everyday essentials, from Tampax to Crest to Venus, that help her stay confident, focused, and ready to perform at the highest level across three segments designed to feel human, authentic, and connected to real life. The livestream also featured Tampax’s newest brand ambassador, Tami, in one of the segments.”

Breton concluded: “What excites me most about moments like this is the ability to bring customers closer to something special. Sports, culture, content, and commerce are increasingly converging and livestream events continues to be one of the most powerful ways to meet customers where attention already lives.”

2026 RTIH Innovation Awards

Shoppable livestreams will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.