# eCommerce Grocery Partnerships Walmart and Buzzfeed Have Partnered to Target Millennials By Ell Smith | Published 2017-12-11 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/walmart-and-buzzfeed References: [businessinsider](http://www.businessinsider.com/walmart-partners-with-buzzfeeds-tasty-2017-12) & [tasty.co](https://tasty.co/) [Walmart](https://www.trendhunter.com/trends/roku-shopping) and [Buzzfeed](https://www.trendhunter.com/trends/shopsense-ai) have joined forces, creating an unlikely partnership that's aimed at targeting the [Millennial](https://www.trendhunter.com/trends/minted-and-doordash) consumer. The superstore giant is collaborating with Buzzfeed's Tasty app, and will sell its kitchen tools, appliances and groceries through Tasty's platform, which creates easy-to-make instructional cooking videos for an audience of millions. Beginning Thursday, Tasty's short instructional videos will feature links to Walmart's products, informing and enabling a consumer to buy the tools that were used in the cooking tutorials. This partnership hopes to expand Walmart's consumer base, while encouraging the growth of the brand's e-Commerce grocery market. When asked to discuss her thoughts on the new partnership, Walmart's vice president of e-commerce, mobile, and digital marketing, Sumaiya Balbale, told Busisness Insider that "Content and commerce are coming together in more seamless and impactful ways." ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 57% | Activity: 81% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [New Ventures](https://www.trendhunter.com/newventures) ## Key Themes ### Key Themes Behind This Trend - **Content-commerce Partnership:** Companies are partnering to combine content and commerce, creating opportunities for brands to expand their consumer base. - **Millennial Targeting:** Companies are targeting millennials through partnerships with popular digital media platforms, creating opportunities for brands to tap into this demographic. - **E-commerce Grocery Market:** The growth of the e-commerce grocery market is driving partnerships between retailers and content creators, creating opportunities for brands to expand their online presence. ### Where This Applies - **Retail:** Retailers are partnering with digital media platforms to drive online sales and expand their consumer base, creating opportunities for disruptive innovation in online retail. - **Digital Media:** Digital media platforms are partnering with retailers to monetize their content and provide a seamless e-commerce experience, creating opportunities for disruptive innovation in online content and commerce. - **Grocery:** The growth of the e-commerce grocery market is driving partnerships between retailers and digital media platforms, creating opportunities for disruptive innovation in online grocery shopping. ## Related on Trend Hunter - [TV-Streaming Commerce Partnerships](https://www.trendhunter.com/trends/roku-shopping.md) - [Article Product Suggestions](https://www.trendhunter.com/trends/shopsense-ai.md) - [Retail QSR Dining Partnerships](https://www.trendhunter.com/trends/walmart-and-burger-king.md) - [Exclusive Outdoor Retail Partnerships](https://www.trendhunter.com/trends/getaway-and-walmart.md) - [Speedy Retailer Delivery Partnerships](https://www.trendhunter.com/trends/walmart-and-doordash.md) - [Grocer-Connected Kitchen Appliances](https://www.trendhunter.com/trends/kroger-and-ge-appliances.md) - [Senior Grocery Delivery Initiatives](https://www.trendhunter.com/trends/walmart-and-avanlee-care.md) - [Influencer-Led Virtual Shops](https://www.trendhunter.com/trends/walmart-realm-1.md) - [Digital Celeb Shopping Experiences](https://www.trendhunter.com/trends/digital-shopping-experience.md)