Walmart+ Members Generate Nearly Two-Thirds of the Retailer’s Grocery Sales

Walmart+ Grocery Sales Share Dominates Retailer’s Online Growth

Walmart+ Loyalty Program Drives Grocery Spending Surge

Walmart+ grocery sales share now represents nearly two-thirds of Walmart’s online grocery transactions, new research shows.
A recent survey by Brick Meets Click revealed that Walmart+ members are the main contributors to Walmart’s digital grocery revenue.
These loyal shoppers are not only more frequent but also spend significantly more than non-members each month.

Walmart+ Members Outspend and Outshop Non-Members

In April 2025, U.S. online grocery sales reached $9.8 billion, marking the ninth month above $9.5 billion.
Walmart’s delivery and ship-to-home segments rose 29% and 22.1% respectively, while pickup remained steady at $3.7 billion.
However, the standout figure came from Walmart+ members, who made up nearly 66% of all grocery orders at the retailer.

They also spent 40% more than non-members and were 10% more likely to plan another order.
This behavior highlights how Walmart+ creates stickier, more valuable customer relationships through perks and convenience.

Subscriptions Fuel Customer Retention and Expansion

Walmart+ continues to attract shoppers from other retailers, especially as households seek ways to save more money.
Historically, memberships built loyalty. Now, they also lure price-conscious customers looking for better deals and faster service.
As more customers value convenience, Walmart’s subscription model stands out for offering delivery savings and shopping benefits.

A Blueprint for Regional Grocers

Mercatus suggested that regional grocery chains can learn from Walmart+ by integrating similar loyalty-focused strategies.
Offering free pickup, personalized rewards, and targeted re-engagement campaigns helps retain trial customers and boost profit margins.
In today’s fast-paced grocery environment, retailers must evolve or risk losing their digital customer base to major players like Walmart.

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