To Walmart checkout
Shoppable TODAY Food recipes
Innovation across live and on-demand content
NBCUniversal wanted to connect the inspiration generated by one of the world’s most-watched morning shows with real shopping behavior.
The goal:
Create a frictionless bridge between on-air cooking segments and e-commerce, enabling viewers to shop ingredients instantly whether watching live, online, or on-demand.
To do this, NBCU needed a scalable, intuitive way to make TODAY Food recipes fully shoppable with Walmart while maintaining the show’s smooth editorial experience.
Smart Cart | QR-to-Cart Flow
Northfork integrated directly with TODAY Food’s recipe library to make 1,000+ recipes instantly shoppable via Walmart.
Viewers can:
Scan an on-screen QR code during live broadcasts
Jump directly to the recipe page on TODAY.com
Add all ingredients to a Walmart cart in one click
Complete checkout at Walmart with curbside pickup or delivery
The experience works seamlessly across TV, digital, and mobile creating a new format for shoppable broadcasting.
METRIC | RESULT | IMPACT |
CTR | 25% | TODAY.com → Walmart cart |
Cart Completion | 85% | High intent and low friction |
Recipe Coverage | 1,000+ | Fully shoppable TODAY Food recipes |
A true blend of storytelling and shoppability.
Head of Digital Commerce, NBCU.
TODAY Food Recipes
