Half of frequent ecommerce buyers are likely to join Walmart+, the Amazon Prime competitor launched 3 months ago. The more frequently consumers buy online, the more interested they are in the service.
(As a quick refresher: For $98/year, Walmart+ members get unlimited free delivery*, a 5c/gallon gas discount at Walmart and Sam’s Club, plus the ability to scan items instore and pay with the app, skipping the checkout line.)
- Two weeks after the service launched 11% of frequent online shoppers had subscribed.
- Among initial members, 45% also have Amazon Prime, 36% do not have a shopping subscription, and 19% abandoned Amazon Prime for Walmart.
- Consumers are most intrigued by Walmart+ unlimited free deliveries and same day delivery in a 1-hour window.
- Access to Walmart’s instore selection and the gas discount are most likely to tempt Prime members to switch.
- The most common reason shoppers are not interested in Walmart+ is because they already have Amazon Prime and do not want to pay for a second subscription.
Walmart+ is rapidly getting traction. However, it’s important to remember that experts estimate the service will have 10 million members within 12 months, while Amazon Prime has over 110 million in the US alone.
Sources: CNN 2020, Digital Commerce 360 2020, Piplsay 2020, Power Retail 2020, Sourcing Journal 2020, Supermarket News 2020
* Grocery deliveries are free for orders over $35.
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