Walmart+ Slows After Fast Start; Members Shopping More Frequently: CIRP

Walmart+, the retailer’s answer to Amazon Prime, “grew quickly” after launching in September 2020 but “slowed considerably since then,” said Consumer Intelligence Research Partners Thursday. Walmart+ emphasized grocery as the leading shopping category, which boosts average transaction size and visits to Walmart.com, reflecting higher shopping frequency for groceries than other departments, it said. Customer growth slowed through 2021 as COVID-19 shutdowns relaxed and Walmart.com shoppers returned to in-store shopping, it said. Walmart+ members spend somewhat more per visit and visit Walmart.com “significantly more frequently” vs. all Walmart.com customers, it said. In the October quarter, the average Walmart.com customer spent $55 per visit vs. $68 per visit for Walmart+ members. Spending levels were largely unchanged in the 12 months since the membership program launched. Also in the October quarter, Walmart.com customers reported shopping an average 21 times per year online; customers with a Walmart+ membership shopped an average 32 times per year, it said. CIRP estimates Walmart+ accounts for a quarter of the retailer's e-commerce customers in the U.S., some 10 million members. Walmart didn't comment.