Walmart+ Mexico Reveals a Global Membership Strategy

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Walmart's new MXN 89 monthly membership reaches beyond delivery into entertainment, mobile data and healthcare. The launch is part of a global plan to adapt Walmart+ for different markets.

Walmart has launched Walmart+ in Mexico, combining shopping and delivery with streaming, mobile data and healthcare benefits. Announced October 29, the membership costs MXN 89 a month or MXN 890 a year.

What Walmart+ Members Get in Mexico

The membership includes:

Shopping and delivery: Free shipping and scheduled delivery on eligible online orders of MXN 399 or more. Walmart is waiving the purchase minimum through November 30, 2026, as a launch promotion.
Streaming: Access to Universal+ Essential, with movies, series and live channels on one device.
Mobile data: An additional 2 GB of high-speed data with each recharge of Walmart's BAIT mobile service.
Healthcare: Access to Programa Salud Individual, including medical consultations, nutritional and psychological guidance, and pharmacy discounts of 5% to 8%.
Rewards: Double benefits through Walmart Beneficios.

Walmart estimates the combined benefits are worth more than MXN 260 a month, nearly three times the membership fee. That's the company's estimate. How much any household saves will depend on which benefits it actually uses.

One Membership Model, Different Markets

Walmart+ began in the United States in 2020 and expanded to Canada in June 2026, where members get shopping and delivery benefits along with a Crave streaming subscription. Mexico's version includes additional services tied to mobile data and healthcare.

Deepak Maini, Walmart's senior vice president and general manager of Walmart+, calls the company's approach "build once, scale globally." Walmart plans to use a common membership foundation, with benefits and partners chosen for each market. It hasn't described Mexico as a trial run for taking this exact package to other countries.

Walmart Pass Offers a Different Deal

Walmart already has a delivery-focused membership in Mexico. Its Walmart Pass page still advertises a separate offer at MXN 59 a month, with free shipping on eligible orders of MXN 299 or more and limited-time promotions from partners such as Spotify.

Walmart+ costs MXN 30 more a month. After its launch promotion ends, the usual MXN 399 shipping threshold will also be MXN 100 higher than the minimum advertised for Walmart Pass. Members get a wider package in return, including streaming, mobile-data and healthcare benefits.

Walmart hasn't said what will happen to existing Walmart Pass subscribers or whether the two Mexican memberships will continue side by side. In Canada, Walmart automatically moved Delivery Pass members into Walmart+ at their existing annual price, but no similar transition has been announced for Mexico.

The Goal Is More Customer Activity

Walmart wants customers to shop more often and make greater use of what it offers. Fabián Müller, the company's senior director of memberships and rewards in Mexico, told Expansión that the aim is to give customers more reasons to choose Walmart+, use its benefits regularly and return to its stores and digital services.

The company points to its U.S. experience. Walmart says members there shop three times as frequently, spend four times as much and visit its online channels seven times more often than nonmembers, on average. Those figures compare two groups; they don't establish how much of the difference is caused by joining Walmart+. The company hasn't reported comparable results or membership targets for Mexico.

The launch offer will change after November 30. That's when the no-minimum shipping and delivery promotion is scheduled to end, bringing back the MXN 399 qualifying purchase threshold.

INSIDER TAKE

Walmart is making its membership relevant to more of a household's regular spending. When a retailer connects shopping with streaming, mobile service and healthcare, customers may begin to see that retailer as their gateway to services they once bought separately. Walmart plans to keep adapting this approach across markets.

For a streaming or healthcare provider, joining a membership this broad could bring customers it might struggle to reach on its own. But it also raises a different question: whose relationship is the customer building? The provider may gain distribution while the company selling the membership gains greater influence over how customers discover the service and what they believe it's worth. Walmart hasn't disclosed its partner agreements, so we don't know how those responsibilities are divided in Mexico.

The opportunity to reach Walmart's customers could be attractive to a subscription provider. But gaining that distribution may also mean allowing Walmart to become the relationship customers value most. Operators weighing similar deals need to understand what happens to their pricing power and direct subscriber relationship before making a larger membership part of their growth strategy.

Related Member Resources

Walmart+ is bringing more subscription services into one retailer-controlled membership. For companies considering a place in a bundle like this, the opportunity to reach new customers comes with questions about who owns the relationship and what those subscribers are worth. These resources help operators examine both sides of that decision.

Subscription Bundle Partner Selection Guide
This guide helps operators evaluate a potential bundle partner before committing to an arrangement. It covers customer information, billing, account access and service responsibilities. Those questions become especially important when a retailer like Walmart controls the broader membership through which customers receive another company's service.
Subscription Partner Bundles: How to Evaluate Revenue Quality
This strategy guide helps teams assess what bundle subscribers actually contribute after partner costs, revenue sharing and subscriber behavior are considered. It's useful for examining whether distribution through a larger membership brings valuable new customers or shifts existing subscribers into a less profitable arrangement.