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Jason Derulo at Hard Rock Stadium in June in Miami Gardens, Fla. Photo: John Parra/Getty Images

Singer Jason Derulo is set to host a prime-time live shopping show on Twitter on Sunday, just ahead of Cyber Monday and Cyber Week, featuring products from Walmart.

Why it matters: Shoppable video formats sit at the intersection of entertainment, e-commerce and social media — a combination that retailers and tech platforms find hard to resist given how hot each category has grown during the pandemic.

What’s new: The show will be Twitter’s first test of its Live Shopping format, the company announced today.

  • Viewers will be able to watch the livestream while browsing or buying the products mentioned and tweeting.

The holiday ramp-up: Walmart has been actively testing live shopping formats for about a year — with 15 "shoppable" livestreams since last December on its own website and other platforms including TikTok.

  • Macy’s, in addition to regular live shopping shows launched earlier this year, is planning Black Friday-focused livestreams starting this Tuesday.

The big picture: Interactive video ads in the form of shopping shows are seen as a way to hook people for longer periods of time and generate more sales.

  • Twitter now joins YouTube and Facebook in pushing the format of live shopping.

Details: The show starts at 7pm ET Sunday and runs for 30 minutes.

Go deeper

Updated Nov 26, 2021 - Economy & Business

America's treat-yourself shopping season

Illustration: Shoshana Gordon/Axios

Inflation is driving prices up, but that's not keeping people out of stores.

What's happening: Retail sales climbed for the third straight month in October — and industry experts say holiday shopping could come roaring back this year after a pandemic-induced slump last year.

Updated 12 hours ago - Technology

From Malcolm X to "Free Britney," new media shapes the justice system

Illustration: Shoshana Gordon/Axios

True crime documentaries, podcasts and social media campaigns are bringing new attention to real-world legal proceedings — and are often affecting the outcome.

Why it matters: New media platforms can instantly put a national spotlight on cases that have long been forgotten or buried under red tape.

Updated 14 hours ago - Health

The next big bottleneck in the global vaccination effort

Illustration: Rae Cook/Axios

The world still needs more coronavirus vaccines, but an additional bottleneck has emerged in many low-income countries: They need help getting shots in arms.

Why it matters: Increasing vaccination rates across the world is both a humanitarian necessity and the best way to prevent dangerous new variants from emerging, but it increasingly requires complex problem-solving.