Walmart+ is gaining momentum, hits 32 million members, Deutsche Bank estimates

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  • Walmart+ has hit an “inflection point” and is growing its membership at a faster clip, according to a new research note from Deutsche Bank.
  • The subscription service has attracted about 32 million U.S. households, it said.
  • The membership program, which includes perks like free, unlimited grocery deliveries to the home, launched almost exactly a year ago.

Walmart’s membership program, Walmart+, is gaining momentum and attracting younger, higher-income shoppers, according to a research note published Tuesday by Deutsche Bank.

The subscription service — which launched almost exactly one year ago — has grown to an estimated 32 million U.S. households, according to the equity research firm’s monthly surveys of consumers. In the note, retail analyst Krisztina Katai said Walmart+ has hit an “inflection point” after months of slower growth.

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