Skip to main content
Industry News

Walmart’s New Challenge to Amazon Prime Has Deep Roots

The imminent introduction of Walmart Inc.’s new subscription program took investors by surprise last week, sending the retailer’s shares up the most in almost four months.


While details of the program, dubbed Walmart+, are still hazy, the service is rooted in three experiments the world’s biggest retailer has conducted in recent years to gauge the willingness of its shoppers to deepen their allegiance. The trials span the globe and include mobile checkout, unlimited grocery delivery and a social media-based mini-app in China.


While not always resounding successes, the pilots taught the company valuable lessons and gave it the confidence to roll out Walmart+, which could include everything from free same-day delivery to virtual entertainment for kids.