Walmart has launched a grocery subscription service pilot called Delivery Unlimited, according to TechCrunch. The service waives the standard per-order delivery fee in favor of a $98 annual subscription, or $12.95 per month. The plan is otherwise identical to the retailer’s other grocery delivery options, though it is currently only available in Houston, Miami, Salt Lake City and Tampa, Fla.
The program will help Walmart keep up with Target, which has a $14 monthly subscription and recently launched same-day delivery for 65,000 products through its partnership with Shipt. Target said Shipt, curbside and in-store pickup drove more than half of the 42% e-Commerce sales growth the retailer experienced in Q1 2019.
Walmart is putting a similar emphasis on e-Commerce growth through offerings like Delivery Unlimited and Jet.com, which was recently folded into the Walmart.com business. The retailer’s e-Commerce sales were up 37% in its latest quarter, and it plans to offer pickup at 3,100 stores and delivery at 1,600 by the end of 2019.