Walmart+ Launches in Mexico at Half the U.S. Price

Walmart has launched its fast-growing membership program in Mexico at about half of what it costs in the U.S., the company said Wednesday. In Mexico, the Walmart+ subscription will offer free shipping and delivery on eligible purchases of 399 Mexican pesos or more (the equivalent of about $22) with no minimum for free delivery on scheduled orders until Nov. 30 as an introductory bonus. It also includes access to Universal+ Essential streaming service; access to medical consultations; nutritional and psychological guidance; pharmacy discounts of 5% to 8%; and doubled benefits through the Walmart Beneficios program. Unique from its U.S. and Canada offerings, Walmart+ Mexico will include an additional 2 GB of high-speed data when members reload their internet accounts with Bait, a Walmart-owned mobile internet provider in the country. The service will cost 890 Mexican pesos per year or 89 Mexican pesos per month—the equivalent of $48 a year or $5 monthly. In the U.S., it costs $98 annually or $12.95 per month. A Walmart spokesperson said pricing for Walmart+ is not directly comparable between markets: "Each proposition reflects local customer needs, the benefits included, and the market context." "Walmart+ brings together the savings, convenience, and benefits Mexican families want in one membership," Karthicka Krishnasamy, svp of ecommerce and growth at Walmart for Mexico and Central America, said in a statement. "By bringing together benefits that address diﬀerent everyday needs, we aim to build long-term customer relationships and continue accelerating the growth of our omnichannel business." Bringing a local touch The Mexico launch is another sign of confidence that Walmart+ can scale globally, with adjustments tailored to each market. In the U.S., Walmart+ gets shoppers free delivery on orders over $35, free next-day and two-day shipping from Walmart.com, a choice in a free subscription to Paramount+ or Peacock, gas discounts, as well as other discounts and perks. Walmart+ also launched in Canada in June, where benefits are largely the same but geared toward that market. For example, the streaming benefit is for Crave instead of Peacock or Paramount+. “Walmart+ is built on a simple idea: bring together the everyday benefits that matter most, then make that value locally relevant," said Deepak Maini, svp and GM of Walmart+. "The needs that make a membership essential—saving time, saving money, and making everyday life easier—are lasting across markets. We can build on a consistent foundation of shopping convenience, delivery, and entertainment, then tailor the experience to local customer needs and partnerships." This year, Walmart+ in the U.S. saw the most net-new growth in paid memberships for the first half of the year in its six-year history, Walmart said. Walmart’s revenue from global membership fees grew 17% in the second quarter of this year. “We’ve proven the concept,” Maini told ADWEEK in an interview earlier this month. “We know that we have our vision right—we’re going to continue to serve our members, we’re going to put them in the center of everything we do, and then we figure out what else we can add in terms of value.” Last week, Walmart also announced a bundle that includes both Walmart+ and Sam's Club Plus for $120 per year. “We’re raising expectations for what a membership can deliver: more money in their pockets and more time to call their own," Walmart CEO John Furner said in a statement.

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Walmart+ Launches in Mexico at Half the U.S. Price

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Mitchell Parton

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