Table of Contents
NEW YORK – Walmart is continuing to revolutionize the online shopping experience by expanding its partnership with Eko, an AI-driven e-commerce company specializing in interactive video technology. The retail giant has been an early adopter of Eko’s technology, integrating interactive media into its online product pages over the past 18 months.
The results have been significant, driving increased engagement, higher conversion rates, and lower return rates. Encouraged by these outcomes, Walmart plans to expand Eko’s interactive content across its entire online catalog in 2025.
For nearly 30 years, product detail pages (PDPs) have remained essentially unchanged, offering static images and basic descriptions. However, Walmart’s integration of Eko’s interactive features is transforming the traditional online shopping format. Instead of scrolling through static product galleries, customers can now engage with products through interactive videos, gaining a better understanding of how items function in real-world scenarios. This allows them to make more confident purchasing decisions, reducing return rates and increasing conversion rates.
Walmart first partnered with Eko six years ago and has since seen significant improvements in customer engagement and sales. Eko’s technology has proven particularly effective in high-consideration categories such as electronics, home goods, toys, and baby products, where shoppers often need additional information before making a purchase. By providing a more immersive experience, Eko has contributed to increased add-to-cart rates and higher overall sales.
Walmart has now committed to expanding this technology across its entire digital ecosystem, including Walmart.com, SamsClub.com, and mobile applications. By the end of 2025, Eko-powered PDPs will be available for hundreds of thousands of products, making Walmart the first major retailer to implement video-based product pages at such a scale.
“We’re a technology company but we’re not selling technology, we’re trying to reimagine the shopping experience,” founder Yoni Bloch said. “We’re coming with a big appetite. We feel this world of ecommerce hasn’t changed and hasn’t evolved. People are taking the same experience and making little iterations, but nobody’s reimagined it.”
Eko’s AI-driven insights allow for a highly personalized experience. The platform can detect whether a customer is visiting a product page for the first time or returning multiple times and adjust the content accordingly. First-time visitors might see essential product specifications, while returning shoppers are shown customer reviews, demonstration videos, and social proof.
Walmart has always been at the forefront of retail innovation, and this expansion underscores its commitment to using technology to improve customer experiences. Doug McMillon, Walmart's President and CEO, emphasized the company’s focus on convenience and value.
“It’s inspiring to see how our associates are leveraging Eko’s technology to make shopping with us more enjoyable and convenient,” said McMillon. “Around the world Walmart’s goal is simple: We’re focused on saving our customers and members both money and time. We’ll continue to leverage great tech to give them the best possible experience.”
The expansion of Eko’s technology at Walmart highlights a broader transformation in the retail landscape. Traditional product pages, with static images and bulleted specifications, are no longer enough to meet consumer demands. Instead, interactive content is becoming the norm, allowing customers to make informed decisions more confidently.
As Eko continues to scale, it is poised to help other retailers adopt similar innovations. The company is actively hiring and expanding its capabilities to accommodate the growing demand for its technology. “It’s a huge scale, a really big deal for us,” Bloch said. “We’re hiring hundreds of people and creating this huge capability. It really combines the incredible scale of the millions of items that Walmart brings and our capability which makes sure that each item is incredibly cinematic and engaging and exciting.”
As shoppers increasingly demand more interactive and informative experiences, the shift towards video-based and AI-driven commerce is likely to become the industry standard.
