Commerce media is expanding in two interesting directions.
Walmart Connect is bringing its shopper audiences and measurement capabilities into more television and audio environments.
Meanwhile, TikTok is introducing new ways for consumers to discover products, ask questions and complete purchases without leaving its app.
In Episode 13 of Commerce Media Minute, Shaun explores both developments and what they could mean for brands, agencies and the future of commerce media.
Walmart Connect expands across television and audio
At its October 6 Partner Connect event, Walmart Connect announced new and expanded partnerships with Spotify, Yahoo DSP and Warner Bros. Discovery.
These partnerships are designed to connect Walmart’s shopper audiences and measurement capabilities with additional media environments.
Spotify
Through Walmart DSP, advertisers can access Walmart audiences across Spotify’s audio, video and display advertising.
Walmart says advertisers can also use its closed-loop measurement capabilities to better understand how campaigns connect with sales.
Yahoo DSP and Magnite
Walmart is expanding its connected TV capabilities through Yahoo DSP and Magnite.
According to Walmart’s announcement, the initiative is moving into an alpha phase and expanding beyond VIZIO to additional connected TV publishers.
Walmart also shared a Hidden Valley Ranch campaign example illustrating how these capabilities can help advertisers reach additional audiences.
Warner Bros. Discovery
Walmart Connect is also bringing shopper audiences and measurement into select live linear television inventory.
This includes programming across networks such as TBS, TLC, truTV, HLN and Food Network.
Why it matters
For brands and agencies, the opportunity goes beyond having additional places to advertise.
It’s about understanding how advertising across audio, streaming and television contributes to shopping outcomes.
TikTok introduces AI shopping and direct brand checkout
TikTok is approaching the connection between media and commerce differently.
According to ADWEEK’s reporting, TikTok is introducing two shopping capabilities:
Buy Direct and an AI-powered shopping assistant.
Buy Direct is designed to allow participating brands to complete purchases within TikTok while maintaining their merchant relationships.
The experience is separate from TikTok Shop.
ADWEEK also reports that TikTok is working with commerce and payment technology partners, including Salesforce, Shopify, Shoplazza and Stripe.
The AI shopping assistant is designed to help consumers with product-related questions as they move toward a purchase.
Why it matters
Consumers often discover products while watching videos or engaging with content.
TikTok’s approach could reduce the number of steps between discovering a product and purchasing it.
For brands, that raises questions about product information, customer experience and how commerce operates inside entertainment platforms.
Two approaches to connecting media and commerce
Walmart Connect and TikTok are approaching commerce media from different directions.
Walmart is expanding how advertising can connect with shopping outcomes across multiple media environments.
TikTok is introducing capabilities that bring more shopping activity into the environment where consumers discover products.
One approach connects commerce signals to media.
The other brings commerce closer to media consumption.
Both demonstrate how the relationship between advertising and shopping continues to evolve.
The takeaway
Commerce media isn’t just about where an ad appears. It’s also about how advertising connects to the shopping journey, whether that journey happens across multiple platforms or within a single experience.
Commerce Media Minute is an independent production by Shaun Ayala.
Find more at ShaunAyala.com.
SOURCES & FURTHER READING
Walmart Connect — Partner Connect (October 6, 2026)