The vision: Ecommerce currently makes up about 18% of Sam’s Club revenues, but the Walmart-owned warehouse chain sees opportunities to lift that share to at least 40% in the coming years by leaning on Walmart’s vast ecommerce supply chain, said Christopher Nicholas, president & CEO of Sam's Club US, at Barclays 18th Annual Global Consumer Staples Conference 2025.
The details: To drive that growth, the retailer revamped its website and app earlier this month.
- It added a “global intent center” in the top left corner that lets customers choose a fulfillment option—pickup, curbside, or ship-to-home, per Modern Retail.
- The feature adapts to customer choices and distinguishes between shipping and delivery; if a shopper selects ship-to-home, Sam’s Club can surface items unavailable locally but recommended by its personalization model.
- It also redesigned product detail pages with larger images and more videos.
The strategy: The digital revamp is part of a broader push to remove friction from the warehouse shopping experience, Nicholas said.
- Club-fulfilled deliveries drove about half of Sam’s Club’s ecommerce sales growth in Q2. To expand that share, the retailer is testing new formats in Grapevine, Texas, and Tempe, Arizona, with fulfillment spaces of 6,000 to 7,000 square feet—far larger than the 1,500-square-foot company average.
- Sam’s Club is also extending store experiences online. In May, it launched pizza delivery at most clubs to encourage more digital orders—and delivered 24,000 pizzas in the last week of August alone, according to Pulsifer.
- In-store, the retailer continues to streamline trips with its Scan & Go technology. About 40% of members now use the feature, with adoption even higher on weekends and at busier locations.