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Walmart+ took off soon after its 2020 debut, and it seems to be picking up speed again. Today, a new report from Consumer Intelligence Research Partners (CIRP) shows Walmart’s Amazon Prime rival is making up for more and more of its business.
- It estimates that Walmart+ represents a little over a quarter of Walmart.com customers in the US—totaling 11.5 million members—by the end of January 2022.
That loyalty pays: A Walmart+ shopper spends roughly $79 on average per online visit, compared to about $62 spent by a non-member, according to CIRP.
- Walmart+ customers shopped 11 more times per year on average (29 visits) versus non-member Walmart.com shoppers (18).
+1: Grocery is a key driver. (Walmart is the leading grocer in the US, after all.) And people buy food more frequently and in larger quantities than, say, electronics or apparel, leading to larger transaction sizes and number of visits to Walmart.com.
+2: Timing is everything. Walmart+ added more than 1 million members in the most recent quarter, likely due to holiday shopping, out of the roughly 3.5 million members added in the past year, the report noted.
A quick Google search of “Walmart plus” leads to dozens of articles comparing the service with Amazon Prime, asking the reader, “Should you switch?” Prime currently goes for $119 per year, while Walmart+ will cost you $98 annually. And given Prime’s impending price hike to $139, more consumers might consider the opportunity to ditch Amazon.—JG