With interactive video company Eko, Walmart introduced Walmart Cookshop, a new interactive cooking video series that lets viewers purchase products and ingredients as they watch. The site shares 22 how-to cooking videos featuring the faces of chefs and celebrity hosts like Sofia Vergara and her son, Manolo, Jamie Oliver and Patti LaBelle.
Unlike televised cooking shows or standard video recipes shared online, these ones incorporate a choose-your-own-adventure element, as viewers can make customizations as they go. In one video for veggie quesadillas starring Jamie Oliver, viewers can choose to add scallions, bell peppers, or enhance the recipe with both.
The shoppable videos give people the ability to select their nearest Walmart location and arrange for pickup or delivery.