Walmart+ members accounted for nearly two-thirds of the company’s online grocery sales in April 2025, according to recent data.
These subscribers spent over 40% more than non-members, underscoring the impact of loyalty programs on consumer behavior and digital retail performance. The subscription service, which includes benefits such as free delivery, fuel discounts, and rewards, has become a central component of Walmart’s e-commerce strategy.
The retailer reported a 21% year-over-year increase in U.S. e-commerce sales during the first quarter of 2025, with online operations turning a profit for the first time.
Walmart CEO Doug McMillon attributed the gains to the company’s fulfillment scale, marketplace growth, and the role of Walmart+ in driving both traffic and basket size.
Online Grocery Sales Climb Nationwide
The broader grocery industry is also seeing accelerated digital growth. U.S. online grocery sales rose 15.2% year-over-year in April, reaching $9.8 billion.
Delivery services were the main contributor to this increase, growing 29% compared to the previous year and accounting for nearly three-quarters of the overall sales lift.
Walmart’s store-based fulfillment network and delivery infrastructure have allowed it to capitalize on this trend, positioning it strongly in the competitive online grocery market.
Sam’s Club Expands Digital Reach
Sam’s Club, Walmart’s membership-based warehouse chain, reported a 27% rise in e-commerce sales.
More than 50% of Sam’s Club members now engage digitally, driven by adoption of tools such as the Scan & Go app. The company has laid out a long-term plan to double its membership base and more than double revenue and profits within the next decade.
Executives cite strong growth among younger demographics, particularly Gen Z and millennial shoppers.
Costco Maintains Loyalty Through High Renewal Rates
Costco continues to post strong performance through its paid membership model.
The company reported a 92.6% membership renewal rate in the U.S. and Canada. Its Executive Membership tier, which provides 2% cash back on qualifying purchases, helps incentivize frequent and high-volume spending.
The structure of Costco’s loyalty program has remained a core component of its retail strategy, sustaining customer engagement and predictable revenue streams.
Amazon Leverages Prime for Grocery Integration
Amazon is integrating grocery perks into its Prime membership to compete more effectively in the sector.
Prime subscribers receive discounts on thousands of Amazon Fresh items and benefit from free same-day delivery on orders over $35.
These offerings are designed to encourage grocery shopping within the broader Amazon ecosystem and increase overall member engagement.
Outlook: Loyalty as a Strategic Retail Lever
Across the grocery industry, loyalty programs and memberships are emerging as key growth drivers.
Retailers with these programs report higher spending per visit and increased shopping frequency. Analysts note that the effectiveness of these programs hinges on their ability to deliver unique value and a seamless customer experience.
As digital competition intensifies, companies that invest in differentiating their loyalty offerings—through personalization, convenience, and integrated rewards—are likely to see continued gains in both customer retention and sales performance.
