Walmart has not disclosed a subscriber count. Roughly 70% of its online shoppers are members, according to estimates by the firm. That translates to about 25% of Walmart's online shoppers.Īmazon Prime, which debuted in 2005, counts an estimated 168 million members in the U.S. The membership count for Walmart+ has hovered around 11 million to 11.5 million in the past three quarters, according to estimates by market researcher Consumer Intelligence Research Partners based on quarterly consumer surveys and industry research.
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It already included grocery benefits, such as free home delivery for orders of $35 or more.Įven before inflation pressured wallets, some market research firms pointed to Walmart+'s slow membership gains, especially compared with competitor Amazon Prime. Then, in September, members began getting free access to Paramount+. In August, it added Walmart Rewards, a program exclusive to Walmart+ members that allows them to save money on items and apply those savings toward future purchases. Those include steeper gas discounts and new digital coupons, which skew Walmart+ toward the club category. The big-box retailer is leaning into value-oriented perks as inflation is at near four-decade highs.
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The company believes Walmart+ is more like a club membership, which shoppers use to stock up on essential items, than a streaming service that subscribers may drop after a favorite show's season ends and then renew when the series returns.Ĭracchiolo, an American Express veteran, said Walmart+ is positioned to grow even in a time when Americans have tighter budgets and weigh the risk of a recession. Sam's Club does not disclose its membership count. Costco has continued to draw new members, and Walmart-owned Sam's Club has reported record-high membership. At the same time, club memberships have gained momentum. Netflix and personal styling service Stitch Fix are among the companies that have lost customers. Some subscription services are struggling to retain customers.
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