eMarketer predicts that Walmart membership will grow to 29 million this year

It is learned that according to eMarketer's forecast, the number of Walmart members will increase by 10.4% year-on-year to 29 million in 2023. Although there is a big gap compared with Amazon's 94 million members, Walmart's membership program still shows advantages in some aspects and maintains a good growth momentum.

Walmart's membership growth is mainly due to its efforts in many aspects. Recently, Walmart launched a promotion of half-price membership for consumers who receive government subsidies. This move is intended to compete directly with Amazon. In 2017, Amazon also launched a similar move.

Walmart's other initiatives include offering three free months of membership to YouTube Premium subscribers and

It offers discounted monthly fees of $10 per month for Verizon customers, as well as free memberships for holders of select credit cards, such as the American Express Platinum Card.

Compared with Amazon's Prime membership program, Walmart's membership program is at a disadvantage in terms of public awareness, which can be seen from the results of the recent promotional activities carried out by both parties during Prime Day.

Amazon Prime Day is only open to Prime members, while Walmart's Walmart+ week special offers are open to all users. However, a PYMNTS survey showed that 40% of consumers shopped on Amazon during Prime Day, while only 20% of consumers shopped on Walmart during Walmart+ week.

In addition, only 6% of non-Walmart+ members purchased items during the Walmart promotion. This shows that Walmart's Walmart+ week activities are not well-known or attractive enough in the minds of American consumers. Last year, Walmart withdrew from participating in the competition during Prime Day.

According to the latest survey by CivicScience, only 7% of American consumers think Walmart+ is better than Amazon Prime, and 61% of consumers prefer Amazon Prime membership. However, the survey shows that the proportion of members among respondents who know about Walmart+ has increased by 3%, but the proportion of respondents willing to join has dropped from 14% to 12%. Overall, the trend of Walmart membership is still moving in a positive direction.

The Prime Day promotion also showed that Prime Day participation increased, while Walmart+ participation remained flat.

According to PYMNTS, 59% of Prime members purchased items from Amazon during Prime Day, up from 56% last year, while 53% of Walmart+ members bought items from the retail giant, the same percentage as last year.

But in terms of purchase amount, Walmart members seem to have higher purchasing power than Amazon Prime members.

Data shows that consumers who participated in Walmart+ week shopping spent almost twice as much as Amazon Prime members, which is largely due to the difference in the categories of purchases made by the two customers. During Walmart+ week, more than half of Walmart consumers bought groceries, while the proportion of Amazon was only half of that.

Walmart's CFO said that Walmart+ is still in its early stages and is constantly adding benefits, such as reward programs and gas discounts. The customer lifetime value of Walmart+ members is "significantly higher" than other consumers because they consume more frequently.

CivicScience also found that more than half of Walmart+ members have used the "buy now, pay later" service, which exceeds the proportion of Prime members (37%). In the field of e-commerce subscription services in the United States, Amazon Prime is still the leader.

Editor✎ Ashley/

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