Comparing with Amazon Prime Day! Walmart launches Walmart+ membership promotion

It is learned that Walmart recently announced the launch of a three-week exclusive sales event for its Walmart+ members, with the aim of increasing the number and amount of members' purchases to further boost its e-commerce business and better compete with Amazon.

Walmart's event borrowed from Amazon's Prime Day sales strategy, but on a smaller scale. The event will last for three weeks, with discounts up to 40%. Members can not only enjoy big discounts, but also get exclusive channels to buy popular products.

It's clear that Walmart sees Walmart+ as a lever to boost its online sales and increase customer loyalty to compete with Amazon in the e-commerce market. However, Walmart+ has shared few details about the program, including its user numbers, since its debut in 2020.

Market research firm Consumer Intelligence Research Partners estimates based on its quarterly consumer surveys and industry research that as of January 31, there were 11.5 million Walmart+ members. In comparison, Amazon Prime has 172 million members in the United States. It is estimated that about 25% of Walmart consumers are Walmart+ members.

Walmart hired American Express Co. veteran Chris Cracchiolo last summer to lead the membership program and has added automation to dozens of stores to improve its ability to fulfill online grocery orders, one of the program’s main benefits.

Mike Levin, partner and co-founder of CIRP, said Walmart's reason for pushing the Walmart+ service is also obvious: to get members to buy more and more frequently on its platform.

According to CIRP, Walmart+ members spent an average of $79 per visit to the website during the holiday season. They also reported making an average of 29 purchases per year on the retailer's website. Non-Walmart+ members spent an average of about $62 per visit and made an average of 18 Walmart purchases per year.

In addition, the Walmart+ membership model has created another source of revenue for Walmart. Walmart's e-commerce sales in the United States grew 11% in the fiscal year ended January 31, surging 90% on a two-year basis. Online sales account for about a third of all Walmart's sales in the United States, according to the company's financial documents.

Editor ✎ Xiao Zhu/

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