Social e-commerce is on the rise, and the US grocery giant launches live video function

Albertsons, one of the largest grocery store brands in the United States, has added short video and live streaming features to its e-commerce channels .

The company said in a statement that it is working with Firework to entice shoppers to buy by showing them videos of products and services . It is understood that Firework specializes in providing video and live broadcast services for retailers' websites . Customers include retailers, fast-moving consumer goods companies, D2C brands, publishers and media agencies.

With the rise of social commerce, more and more companies are using social media platforms to interact with consumers and provide live Q&A and product demonstrations. The partnership with Firework allows Albertsons to provide similar services to consumers on its own website and provide an immersive short video experience similar to TikTok .

“This collaboration is an important step in Albertsons’ digital transformation journey to redefine customer engagement in grocery retail. It’s not just about creating new ways to showcase our products , it’s also about bringing fun and inspiration to digital shopping , making the experience of shopping online as fun as discovering new products in a physical store , ” said Chris Rupp, Chief Customer and Digital Officer at Albertsons .

“The Firework platform enables brands to connect with consumers in their own space and on their own terms using the most in-demand, modern and effective video formats ,” said Vincent Yang, Firework co -founder and CEO. “Firework is redefining the video-first internet era through distributed, decentralized hosting and is here to empower every business to reclaim ownership of their brand, community, and growth opportunities. ”

Firework’s research shows that shoppers who spend nine minutes more on vertical video sites are four times more likely to buy something. In addition to providing video and live streaming services, it also helps companies collect relevant customer data and use that data to create videos for them based on their purchasing habits .

Firework, which has raised more than $100 million in funding and is backed by IDG Capital, Lightspeed Venture Partners and GSR Ventures, said it is in talks with five of the 10 largest retailers in the U.S. about potential partnerships.

Some industry insiders believe that with the rise of social e-commerce, video will be an important traffic area for e-commerce.

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