Walmart+, the company’s subscription-based service, accounted for nearly half of total spending across its website and app in the US during the most recent fiscal year. The membership program has become a key driver of growth, with customers who belong to it shopping twice as much and spending nearly three times as much as non-subscribers.
This comes at a time when Walmart faces uncertainty due to rising tariffs, which have sparked concerns about a potential global recession. However, the company’s loyalty play, Walmart+, is expected to provide some stability. With its free shipping, same-day grocery delivery, gas discounts, and Paramount+ subscription perks, it has become an attractive option for customers.
Walmart’s Chief Growth Officer Seth Dallaire described the program as a “frequency driver,” citing strong growth in sign-ups through Walmart+ Assist, which offers discounted membership to eligible customers. The program is expected to drive higher profits, allowing Walmart to keep grocery prices low and invest in other areas to remain competitive.
The company will provide updates on its retail business and alternative revenue streams, including the membership program and advertising, at an investor event in Dallas this week. Analysts believe that new moneymakers like Walmart+ could help insulate the company from tariff-related challenges, providing a stickier customer base and greater profitability.
Source: https://www.cnbc.com/2025/04/08/walmart-memberships-boost-sales-amid-trump-tariffs-recession-fears.html