Walmart expands Walmart+ to Canada for C$8.97 monthly

Walmart has launched Walmart+ in Canada for C$8.97 per month or C$89 per year, offering same-day delivery, free shipping, and a Crave streaming subscription. The rollout may be a way for Walmart to test services with higher profits than regular sales before trying them in other countries. Experts suggest this could help Walmart get more online engagement, but Amazon still appears to hold a much larger share of the Canadian market. Early customer feedback is mixed, and whether people like the new service might depend on how well Walmart delivers orders and uses its store network.

Walmart has expanded its Walmart+ membership program to Canada for the first time, marking a significant step in internationalizing its higher-margin subscription services. According to the official launch announcement, the service is priced at C$8.97 monthly and is framed by executives as a key test for exporting profitable services beyond traditional retail sales.

Industry analysts view the Canadian launch as a strategic move to grow profits from advertising, marketplace fees, and memberships. While an eMarketer analysis indicates the program could boost online engagement for Walmart, the company faces a steep climb against Amazon, which holds a significant portion of Canada's ecommerce market. To compete, the program is positioned as a value-focused bundle, undercutting Amazon Prime's price while including a localized streaming perk to attract Canadian consumers.

Key membership features and price positioning

Walmart+ in Canada is a paid membership offering unlimited same-day delivery on qualifying orders, free shipping with no minimum, and a Crave streaming subscription. Priced competitively against Amazon Prime, it aims to convert existing in-store shoppers into loyal online customers through a value-focused bundle.

Unlimited Same-Day Delivery: For all store orders totaling C$35 or more.
Free Shipping: No order minimum required on items from Walmart.ca.
Included Streaming: A Crave Standard with Ads subscription is part of the package.
Discounted Express Delivery: Members get a reduced rate on two-hour delivery.

Priced at C$8.97 per month, Walmart+ undercuts Prime Canada by approximately C$1.02, with the C$89 annual plan offering a C$10 savings. This pricing strategy is designed to appeal to Walmart's loyal in-store customer base, particularly those seeking grocery delivery. The program also seamlessly converts existing Delivery Pass subscribers at no additional charge.

Strategic context: higher-margin ecosystem

The launch aligns with Walmart's strategy to build a "mutually reinforcing" ecosystem of high-margin businesses like advertising, marketplace services, and fulfillment. A membership program like Walmart+ acts as a flywheel, driving traffic and generating data that fuel the Walmart Connect ad platform and attract marketplace sellers. This targeted approach focuses capital on high-growth markets like Mexico and India, rather than broad international expansion.

This focused strategy suggests Walmart intends to refine its Walmart+ model in Canada, leveraging the country's unique logistics and media assets to perfect a formula for boosting profit margins before considering further replication.

Early competitive and consumer signals

Despite the launch, Walmart's Canadian ecommerce market share remains significantly behind Amazon. Success will depend on converting its existing physical store shoppers rather than capturing a large portion of the market immediately. However, early consumer signals are mixed, with public reviews highlighting fulfillment errors and customer service issues that could impact member retention if not addressed.

The inclusion of a Crave subscription is a key differentiator in a crowded streaming market, adding an entertainment component that many grocery-focused memberships lack. Ultimately, the program's success will hinge on Walmart's ability to provide reliable same-day delivery and effectively utilize its vast network of physical stores. This launch provides crucial data on cross-border membership economics and expands Walmart's retail media network, directly supporting its strategic goal of driving profitability through services over pure sales volume.