When Walmart rolled out Walmart+ in Canada this summer, it was noteworthy for two reasons: firstly, it was the first time Walmart+ had been launched outside the USA, and secondly, it was evidence of a growing trend in the subscription economy in which retailers are increasingly bundling multiple services and benefits into a single membership. The Canadian offer combines unlimited same-day delivery, free shipping and a Crave streaming subscription for one monthly fee.
The move reflects a broader shift in how subscription businesses are approaching growth. As the market matures, the days of relentless pursuit of new customers have morphed into a focus on offering value to reduce churn and boost loyalty. Customers are highly value-driven, particularly as global cost-of-living pressures show little sign of easing up, and bundling multiple services into one package is a clear way to make a subscription seem invaluable.
How retailers are approaching this
Retailers have been among the most prominent adopters of the bundling model. Amazon Prime remains the benchmark; it has evolved from a delivery subscription into a much broader services-based offering that includes streaming video, entertainment and exclusive member benefits. Walmart+ in the US has followed a similar path, combining delivery and shipping perks with fuel discounts, travel rewards, pet care services and streaming benefits.
For retailers, it’s also a way of spreading value across multiple touchpoints, from shopping and fulfilment to entertainment and lifestyle services. A recent Bango survey of 5,000 subscribers, found that over a third of all subscriptions (2 out of an average 5.4 subscriptions) are now acquired through an indirect channel.
The trend for bundled memberships is expected to accelerate as businesses look for new ways to differentiate themselves in a crowded and competitive market. While smaller subscription retailers may still be focused on launching new standalone products, larger and more established players are increasingly looking at building ecosystems that combine convenience, content and loyalty into a single value-based proposition that customers use every day.
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