Study: 11% of U.S. Shoppers have Signed up for Walmart+

Updated: Oct 7


Retail Dive | October 2, 2020


Walmart+ seems to have caught the attention of millions of U.S. shoppers. Walmart has put considerable promotional muscle behind the new program, particularly as competitor Amazon is gearing up for Prime Day. Walmart has convinced many shoppers to quickly shell out $98 for its new service during widespread economic uncertainty.


11% of Americans subscribed to the new Walmart+ service within the first two weeks of its launch, according to national survey of more than 20,000 responses. More than half of those surveyed (53%) have heard of the service, and 27% may subscribe soon. 45% of Walmart+ subscribers also have Prime subscriptions, according to the survey, and 19% said they migrated to Walmart+ from Prime.


Walmart+ covers both grocery and non-grocery items. Survey respondents look forward to unlimited free delivery on orders over $35, one-hour and same-day delivery windows and mobile scan-and-go. The benefits to shoppers could widen Walmart's lead in online grocery.


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