Walmart Boosts Delivery Incentives and Membership Discounts

Walmart is enhancing its competitive stance against Amazon this holiday season by introducing new financial incentives for independent delivery drivers and cutting Walmart Plus membership fees by 50% to $49. This strategy aims to attract upper-income households and boost online sales, which surpassed $100 billion in 2023. The incentives for drivers, utilizing the Spark Driver app, are part of a broader effort to improve delivery efficiency and increase e-commerce margins. While specific details on the incentives remain undisclosed, the average earnings for Spark Drivers are reported at $21.90 per hour. Walmart's actions come as it anticipates membership growth to 32 million by year-end, intensifying the rivalry with Amazon, which offers its own grocery delivery services to Prime members. The evolving digital retail landscape highlights the ongoing competition between these retail giants as they innovate to secure customer loyalty.