Walmart scraps shipping minimum for subscription service in move to take on Amazon

New York (CNN Business)Walmart is dropping its $35 minimum shipping threshold on online orders for its membership program Walmart+, a move that could make the offering more competitive with Amazon Prime. Walmart said Wednesday that orders for members on items such as electronics, clothing, toys and other merchandise shipped through Walmart’s fulfillment centers will no longer carry a $35 minimum to qualify for free shipping. But grocery orders delivered through its stores will still carry a minimum purchase requirement. Walmart debuted Walmart+, its $98-a-year subscription plan, in September. In addition to free next-day and two-day shipping, Walmart+ members also get 5-cent-per-gallon discounts on gasoline and the ability to scan items with the Walmart app while they shop in physical stores (and pay without waiting in a checkout line). A Dutch grocery giant is buying FreshDirect Analysts view Walmart’s (WMT) membership as another way for the retailer to grow its online business and compete for higher-income shoppers with Amazon (AMZN), Costco (COST) and other retail giants. Some analysts, however, initially viewed Walmart’s $35 shipping minimum as a weakness against Amazon Prime, which requires no minimum purchase to qualify for free shipping. (Most grocery delivery orders through Amazon Fresh, Amazon’s grocery delivery… Read full this story

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