Walmart May Be Launching Amazon Prime's Next Rival: Walmart+

Daniel Sugarman


April 23, 2020

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Update (July 7, 2020): Walmart will be launching Walmart+ by the end of July 2020, according to Recode. It will cost $98 a year and include various perks (see below). Walmart declines to comment.

There have been whispers of a new Amazon Prime competitor recently. 

Walmart is rumored to be launching a paid membership program called Walmart+, which was confirmed by a Walmart spokesperson in late February, according to Vox’s Recode. The program has reportedly been in the works for over 18 months and could launch as early as this year.

Much has yet to be seen in terms of how, exactly, Walmart+ will work. However, industry insiders have their theories about what it will offer. 

What is clear is that the long-running rivalry between Walmart and Amazon is about to heat up. The largest retailer in the world is (yet again) going head to head against the largest eTailer in the U.S. in this heavyweight battle for hearts and wallets.

What Walmart Plus (Walmart+) is Rumored to Include

Walmart is expected to flex its biggest competitive advantage: a network of stores so vast that 90% of Americans live within 10 miles of one. Walmart can use those stores as a warehouse network, pushing products closer to consumers to accelerate deliveries and reduce fulfillment costs. 

Walmart+ is already expected to include free grocery deliveries from its physical stores. Recode describes it as “a rebrand of Walmart’s existing Delivery Unlimited service, which charges customers $98 a year for unlimited, same-day delivery of fresh groceries from one of the 1,600-plus Walmart stores in the US where the program is available.” At this price point, Walmart+ would fall well below Prime’s $119-per-year subscription fee. 

Walmart+ is said to include free deliveries for non-grocery products, too, whether a buyer purchases from a store or online through the Walmart Marketplace.

Other benefits that Walmart is thought to be considering include: 

  • Order by text message
  • A new scan-and-go service that allows members to bypass the check-out lines at Walmart stores
  • Prescription discounts at Walmart pharmacies (note: Amazon doesn’t have brick-and-mortar pharmacies)
  • Fuel discounts at Walmart gas stations (note: Amazon doesn’t have gas stations)

With these possible perks, Walmart may be trying to avoid a direct duplication of Amazon Prime. Some observers praise the move, saying that Walmart+ could offer a “powerful combination of convenience and value for a busy household on the move."

Others think Walmart’s efforts to differentiate won’t be enough, predicting that Walmart+ may be overshadowed by Prime’s on-demand video and music. There are also varying guesses as to whether the retailer will be able to keep up with delivery logistics. 

One analyst suggests Walmart should focus on offering a meaningful program for its current customers, build it up over time and not worry about competing with Prime, even if spectators continue to compare the two. That approach would allow the program to succeed on its own terms and build momentum towards attracting new customers in the long run. 

Punches and Counterpunches in Ecommerce 

Walmart+ is the latest example of the company’s commitment to growing its commerce business. To date, that’s meant countering every significant Amazon initiative with a competitive move of its own. 

Walmart first got serious about competing with Prime in January 2017 (a year after its $3.3 billion acquisition of Amazon’s subscription service had long offered free two-day shipping to its members. Walmart flaunted a subscription-free model that offered free shipping on all orders over $35 (no membership fee required). This marked the permanent extension of a program they’ve seemingly been testing for years before then—note this cheeky tweet from 2015.    

Walmart's tweet about free shipping in 2015

In 2018, Walmart also flexed its vast store network: the company introduced free pick-up of online orders via new vending machine-like pickup towers at 700 Walmart locations.

Amazon raised the stakes in April 2019 by pursuing free one-day shipping for Prime members. Just over two weeks later, Walmart rolled out one-day shipping in 40 top U.S. metropolitan areas—and kept it free for orders over $35.

Walmart's tweet on one-day free shipping

But the impact and adoption of Walmart’s initiatives have always been dwarfed by the success of Amazon Prime, which got all the attention and—based on Amazon’s extraordinary Q4 results for 2019—the favor of 150 million buyers. (More people joined Prime in those last three months of 2019 than in any quarter ever, according to Amazon.)

Walmart attracts a whopping 265 million customers each week at its stores across the globe, with its greatest US success being in groceries. But so far the company has not been able to fully tap into that huge customer base for online shopping. While Amazon accounts for nearly 38% of online retail in the US, Walmart only accounts for 4.7 percent–and just last year, Walmart projected losses of more than $1 billion for its US ecommerce division.  

The companies have also traded jabs in the battle to attract third-party sellers. Walmart ecommerce U.S. CEO Marc Lore recently said that “fulfillment by Walmart is one of the areas we’re actively looking at right now,” with the potential for aggressive investments to improve delivery and fulfillment times and lift Net Promoter Scores for sellers and customers. 

Update (May 1, 2020): Walmart unveiled a 2-hour delivery service called Express Delivery, rivaling Amazon's Prime Now. "Walmart has accelerated the development of the service in the wake of the coronavirus pandemic, piloting Express Delivery in 100 stores since mid-April," read a press release. "The service will expand to nearly 1,000 stores in early May and will be available in nearly 2,000 total stores in the following weeks." Talk about a flex.

What Walmart+ Means to Sellers

Here’s what we’re thinking so far. If Walmart+ does ratchet up competition for Amazon and attract more customers (and sellers) to the Walmart Marketplace, it could lead to better, more competitive services and fees for sellers on both Amazon and Walmart. 

Case in point: Amazon lowered its fees for Multi-Channel Fulfillment (MCF) in Spring 2020, shortly after Walmart announced Walmart Fulfillment Services (WFS)—a service “built with sellers, for sellers.” Is this mere coincidence? (Probably not.)

Read Also: The Risks of Relying on Amazon MCF

Walmart+ could also mean more opportunities for marketplace sellers to reach a broader pool of customers. Depending on the perks Walmart+ offers, we predict that many consumers will be willing to give the program a shot, even if they have a Prime membership already.

Today, more than half of Walmart’s top-spending families are Prime members, reports Vox’s Recode—but that could change once Walmart launches new perks in addition to its superior, lower-cost grocery offers. 

For sellers, having a presence in an additional marketplace like Walmart generally means exposure to different cohorts of customers. It also means the backing of a highly reputed retailer, whose shoppers already trust the products sold through its site. Other advantages include higher search-ability online, greater brand visibility and more opportunities to gain reviews on your products. 

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The impact of the COVID-19 outbreak also underscores the importance of diversifying your sales channels. One policy change, glitch or black hat attack on a marketplace can jeopardize your sales—you never want to be without any channel to continue driving customers to. 

Get Started Early

Sometimes our instinct is to wait and see how things play out, but in this case, you’ll want to get set up on Walmart early if it makes sense for your business.

Already, Walmart’s marketplace is notorious for being more exclusive and difficult to launch to. Every seller is required to send in an application and meet strict criteria, such as: 

  • Experience selling on other online channels
  • Positive ratings and proof of good customer service
  • Proof of business (business address, tax forms and other documentation)
  • The right stuff in your catalog (a “unique” or “compelling” assortment of products)
  • The right prices
  • Proof of fast, reliable fulfillment capabilities

Approval may take anywhere between several days or weeks, and getting product data formatted correctly for Walmart can be tedious. Walmart also works on a first-come-first-served basis like Amazon. So, if you’re not the first to list a product to the marketplace, then you have less control over the listing and disputes involving other resellers. 

Get started now, and tap a partner like Zentail who can help in all areas of launch. As a preferred partner by Walmart, the Zentail platform can help you get up and running in record time. Instead of manually creating every listing, simply enable Zentail’s AI-powered multichannel listing tools to instantly upload your catalog and format product data to Walmart’s requirements. 

Get additional inventory and forecasting tools that are built for multichannel use, plus a Walmart repricer to keep your profits up. 

Once set up, you can rest easy knowing that when Walmart+ launches, you’re ready to seize the moment. 

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written by:

Daniel Sugarman

CEO and Co-Founder

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