The news: Walmart launched Walmart+ in Canada, its first international market for the membership program, at C$8.97 ($6.45) per month or C$89 ($64.04) annually.

The subscription bundles unlimited free same-day delivery on orders over C$35 ($25.18), free shipping with no order minimum on Walmart.ca, discounted two-hour express delivery, and a Crave Standard with Ads streaming plan worth C$11.99 ($8.63) per month on its own.

The context: Walmart+ replaces Delivery Pass, its previous annual subscription for unlimited same-day delivery. By adding benefits while keeping the same annual price, Walmart is sharpening its value proposition to drive enrollment.

The pricing also positions Walmart+ competitively against Amazon. Prime costs C$9.99 ($7.19) per month or C$99 ($71.24) annually in Canada, making Walmart+ roughly 10% cheaper before factoring in the added value of the streaming bundle. The move mirrors its US strategy, where adding Peacock last September helped drive record membership sign-ups in Q3 2025.

Walmart+ could also accelerate Walmart.ca’s ecommerce growth. While the retailer has outpaced Amazon’s growth rate in Canada since 2022, the share gap remains wide, with Walmart at 6.8% versus Amazon’s 45.1%, per our forecast. Grocery is a key lever. It is expected to account for over 22% of Canadian ecommerce gains from 2025 to 2029, and Walmart’s 400-plus stores provide a last-mile advantage that Amazon could find difficult to replicate.

Implications for retailers: Consumers enrolled in membership programs like Walmart+ and Prime tend to consolidate more spending with those retailers, making it harder for competitors without comparable offerings to retain customers. That dynamic helps explain why Walmart and Amazon are expected to capture more than half of US ecommerce sales this year.

Walmart’s bundling strategy—pairing delivery benefits with streaming content—makes the membership fee feel modest relative to the overall value. If the Canada rollout proves successful, the retailer is likely to replicate this model in other international markets.