Walmart, which recently acquired Jet.com, is partnering up with Buzzfeed's Tasty app to promote food products and tools.
In Tasty's wildly popular step-by-step recipe videos, products will be tagged and linked to Walmart or Jet.com's website.
The Tasty app has over 2,000 viral video recipes with more than 65 billion views. Tasty has over 90 million followers on Facebook.
This is a clever move on Walmart's part to compete with Amazon in the online grocery space by targeting a foodie segment of the population.
It also makes it easier for viewers to recreate the recipe. They no longer have to hunt for the equipment, bakeware or tools being used in the video.
By next year, Walmart plans to also integrate it's grocery products and then company's online grocery pickup service.
"Consumers today are shopping very differently," said Sumaiya Balbale, Walmart's vice president of e-commerce, mobile, and digital marketing, to "Business Insider." "Content and commerce are coming together in more seamless and impactful ways."
Walmart has been impressed by Tasty and Balbale even said the company is "redefining how people find recipes."
The retail giant sees the partnership as a "natural fit."
"By introducing the ability to shop for products directly from the Tasty app, this partnership combines content and commerce to create a convenient and fun experience for users," said Balbale.
Balbale has a point. These types of videos are changing the way people consume recipes. They are short and sweet, usually under a minute or less, and break the recipe down in the simpliest manner.
Walmart is already gaining on Amazon. Its online sales have grown by 50% and it is aggressively expanding its online grocery pickup service.
Although the retail giant is targeting the grocery business, it’s making a major push into the apparel space. This move is in response to Amazon encroaching on the food sector.
"Our goal is to create a premium fashion destination on Walmart.com," said Denise Incandela, head of fashion for Walmart U.S. eCommerce, in a press release from November. "We see customers on our site searching for higher-end items, and we are expanding our business online to focus on adding specialized and premium shopping experiences."
Do you think Walmart's move is bound to pay off? Read more from "Business Insider."