The Impact of Walmart+ on Retail Competition

The Impact of Walmart+ on Retail Competition

In September 2020, Walmart announced Walmart+, a membership service aimed to compete directly with Amazon Prime. Walmart+, priced at $98 annually or $12.95 monthly, offers benefits such as unlimited free delivery, fuel discounts, and scan-and-go purchasing options. The launch of Walmart+ is a significant strategic step in the retail sector, especially considering Walmart’s position as the largest retailer in the United States. This essay investigates the impact of Walmart+ on retail competition, concentrating on market dynamics, consumer behavior, and the responses from other retailers.

The Impact of Walmart+ on Retail Competition

Market Dynamics

Competitive Landscape

The retail market in the United States is very competitive, with significant competitors like Amazon, Walmart, Target, and Costco. Amazon Prime has long been a major force in online retail, offering a number of benefits such as free two-day shipping, streaming services, and special bargains. Walmart+, with its focus on delivery and in-store perks, attempts to harness Walmart’s large physical footprint and logistics capabilities to create a holistic shopping experience.

Walmart’s foray into the subscription service industry drives other businesses to innovate and offer similar or better offerings to retain customers. The program's emphasis on free delivery, for example, drives other shops to strengthen their logistics and delivery networks to satisfy the increased consumer expectations for speedy and cost-effective delivery.

Market Share and Pricing Strategies

Walmart+ possibly affects market share dynamics by luring customers who seek convenience and cost savings. The pricing plan of Walmart+, being slightly cheaper than Amazon Prime, is aimed to appeal to budget-conscious shoppers. This approach compels competitors to reassess their pricing and service offerings to remain competitive.

Moreover, Walmart’s existing customer base, which includes a major chunk of middle- and lower-income households, would find Walmart+ particularly intriguing. This might lead to enhanced customer loyalty and higher average expenditure per client, hence boosting Walmart’s market position.

Consumer Behavior

Shift in Shopping Habits

The advent of Walmart+ is likely to alter customer buying behavior. Members of subscription services tend to increase their spending and frequency of purchases due to the perceived value of the membership. This tendency is clear with Amazon Prime, where subscribers spend much more annually compared to non-members. Walmart+ might similarly generate increased spending among its members, particularly in categories like food, household items, and everyday essentials.

Additionally, the convenience of free delivery and the option to use scan-and-go shopping can drive more regular use of Walmart’s services, both online and in-store. This hybrid shopping experience, merging online and physical purchasing, appeals to consumers’ growing appetite for omnichannel retail solutions.

The Impact of Walmart+ on Retail Competition

Value Perception and Brand Loyalty

Walmart+ boosts the value perception of Walmart by grouping multiple advantages into a single membership. This can promote brand loyalty, as consumers sense better value and convenience. The incorporation of fuel discounts, for example, ties the membership advantages to everyday activities, boosting the usability of the program.

The strategic positioning of Walmart+ also appeals to consumers who are not heavy users of streaming services, which are a major component of Amazon Prime. By focusing on practical perks like delivery and fuel savings, Walmart+ targets a different sector of the market, perhaps luring customers from competitors who may not find sufficient value in their existing memberships.

Retailer Responses

Innovation and Service Enhancement

The launch of Walmart+ has spurred other businesses to innovate and enhance their services. For example, Target expanded its same-day delivery services through Shipt and enhanced its curbside pickup choices. Similarly, Kroger has invested in its online grocery capabilities and delivery infrastructure to compete more effectively.

Retailers are also pursuing strategic collaborations and acquisitions to bolster their competitive advantages. Amazon, for instance, continues to spend in logistics and last-mile delivery systems to keep its edge. Costco, recognized for its membership model, might explore supplementing its services with new delivery alternatives or more membership advantages to fight Walmart+.

Strategic Partnerships

Retailers are increasingly entering strategic collaborations to compete with Walmart+. For example, Google cooperated with multiple shops to increase shopping capabilities through its platforms. Such agreements let retailers harness technology and data analytics to improve consumer experiences and manage operations.

Partnerships with third-party delivery services, like Instacart and DoorDash, can enable businesses to grow their delivery networks without large infrastructure costs. These alliances enable merchants offer competitive delivery alternatives and boost customer happiness.

FAQ's about The Impact of Walmart+ on Retail Competition

1. What is Walmart+ and how does it compare to Amazon Prime?

Walmart+ is a membership program created by Walmart that offers benefits like unlimited free delivery, fuel discounts, and scan-and-go shopping options for $98 annually or $12.95 monthly. Amazon Prime, in comparison, costs $139 annually or $14.99 monthly and offers features like free two-day shipping, Prime Video, Prime Music, and more. Walmart+ focuses more on real everyday discounts, while Amazon Prime offers a broader choice of digital services.

2. How does Walmart+ effect consumer behavior?

Walmart+ fosters higher spending and shopping frequency by giving members with convenience and cost savings. The program’s benefits, such as free delivery and gasoline discounts, boost the value perception of Walmart, leading to higher consumer loyalty and more frequent usage of both online and in-store services.

3. What are the strategic advantages of Walmart+ for Walmart?

Walmart+ leverages Walmart’s large physical footprint and logistics skills to offer a competitive membership service. The program strengthens client loyalty, recruits budget-conscious consumers, and raises average expenditure per customer. Additionally, it boosts Walmart’s market position by appealing to a different part of the market compared to Amazon Prime.

4. How are other stores responding to Walmart+?

Other retailers are responding by inventing and enhancing their services. For example, Target has increased same-day delivery through Shipt, and Kroger has invested in online grocery capabilities. Retailers are increasingly forging strategic collaborations with technology businesses and third-party delivery providers to boost their competitive advantages.

5. What is the relevance of Walmart+ for the retail market?

Walmart+ implies a major strategic step in the retail business, intensifying rivalry among key competitors. It pressures competitors to innovate, boosts customer value perception, and affects market share dynamics. The program’s emphasis on practical benefits like delivery and fuel savings caters to a broad consumer base, potentially altering consumer preferences and buying behaviors.


Walmart+ is a significant advance in the retail business, with the ability to influence market dynamics and consumer behavior. By utilizing its physical location and logistics capabilities, Walmart has built a membership program that challenges incumbent market leaders and pressures competitors to innovate. The impact of Walmart+ extends beyond immediate competition, impacting broader retail tactics and consumer expectations. As the retail landscape continues to evolve, Walmart+ will play a critical role in influencing the future of retail competition.
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