Walmart launched its Walmart+ paid membership in Mexico on October 29, 2026, pricing it at MXN 89 a month or MXN 890 a year and folding shipping, a streaming service, mobile data, a health program and doubled rewards into a single subscription, according to an announcement Walmart published from Mexico City. Mexico is the second country outside the United States to receive the program, following Canada in June.

In Short

Walmart now sells a monthly membership in Mexico that gives people cheaper or free delivery, a TV streaming service, extra phone data and health discounts for one fee. It matters because a paid membership tells Walmart exactly who its most frequent customers are, and that kind of knowledge is what retail advertising businesses are built on. Shoppers in Mexico now have a membership at MXN 89 a month to weigh up, but the company has not said what happens to the older Walmart Pass membership it sold before.

What MXN 89 buys

The membership is operated by Walmart de México y Centroamérica, the listed subsidiary known as Walmex, and its components draw heavily on businesses that subsidiary already runs. According to Walmart, members receive six groups of benefits.

Shipping and delivery

Delivery is the core of the offer. According to Walmart, members get free delivery on scheduled orders of MXN 399 or more. As an introductory benefit through November 30, 2026, that minimum is waived, so scheduled orders of any size qualify for free delivery until the end of November.

Shipping is where the announcement contradicts itself. Its first benefit line says members "enjoy free shipping with no minimum purchase." Its second line, under the heading "Unlimited shipping," says members get free shipping "on eligible purchases of MXN $399 or more through Walmart's digital channels," and adds that "as an introductory benefit through November 30, 2026, free shipping will also be available with no minimum purchase requirement." Both cannot describe the standard terms. Walmart de México's own Walmart+ sign-up page settles the matter in favor of the second version: it advertises unlimited free shipping on online purchases from MXN 399 at Walmart and Walmart Express. On that reading, the no-minimum offer is a promotion that expires after November 30, and the free shipping threshold for members then returns to MXN 399.

Streaming, data, health and rewards

The remaining benefits each lean on a separate service:

  • Entertainment: complimentary access to Universal+ Essential, described by Walmart as "a world of movies, hit series, and live channels, all in one place."
  • Connectivity: an additional 2 GB of high-speed data with every BAIT recharge. BAIT is the mobile phone service Walmex sells in its stores.
  • Healthcare: access to Programa Salud Individual, which covers medical consultations and nutritional and psychological guidance, plus daily discounts of 5% to 8% at Walmart pharmacies.
  • Savings: double the usual benefits through Walmart Beneficios, the company's rewards program.

None of the connectivity, health or rewards benefits is described in detail. Walmart does not say how often a member can use the medical consultations, which pharmacy products carry the 5% or 8% discount, or what a doubled Beneficios balance is worth in pesos.

The arithmetic behind the price

The annual plan costs ten times the monthly fee. Twelve monthly payments would total MXN 1,068, so a member paying annually saves MXN 178, or 16.7%, the equivalent of two free months (PPC Land calculation). At the exchange rate implied by Reuters' reporting of Walmex's third-quarter results, about 18.1 pesos to the dollar, the monthly fee is roughly $4.92 and the annual fee roughly $49 (PPC Land calculation).

Walmart puts a value on the bundle. "Together, Walmart+ benefits represent an estimated value of more than MXN $260 per month, nearly three times the monthly membership fee," the company stated. The ratio checks out: MXN 260 divided by MXN 89 is 2.92. The inputs do not appear anywhere. The announcement gives no breakdown of how the MXN 260 is split between shipping savings, the streaming service, the extra data, the health program and the rewards, and it does not say what usage pattern the estimate assumes. A member who never recharges a BAIT line or visits a Walmart pharmacy would capture a different value from one who does both.

The streaming component is the hardest to price from the outside. Universal+ is NBCUniversal's service in Mexico. According to Señal News, it launched in the country through Claro Video on October 29, 2024, with five linear channels: Universal Premiere, Universal Cinema, Universal Reality, Universal Crime and Universal Comedy. According to the comparison site Internet en Casa, Universal+ is not sold as a standalone subscription in Mexico but through pay-TV and streaming operators such as izzi, Sky, Dish and Totalplay, with prices starting at MXN 149 a month. No public source describes an "Essential" tier, and Walmart does not say how Universal+ Essential differs from the package sold through those operators, or whether it carries advertising.

What the U.S. figures do and do not show

Walmart supports the launch with numbers from its home market. "Program results in the U.S. demonstrate Walmart+'s long-term impact on shopping behavior: on average, members shop three times more frequently, spend four times as much, and visit eCommerce channels seven times more often than non-members," according to the announcement.

These are comparisons between two groups, not measurements of what the membership changed. People who pay for a delivery membership are likely to be heavier shoppers before they sign up, so a gap between members and non-members does not on its own show that Walmart+ produced the extra spending. The announcement gives no measurement period, no definition of "spend," and no indication of whether the comparison controls for prior shopping behavior. The word "impact" carries a causal claim that the published figures cannot support by themselves.

The company's executives frame the program in commercial terms. "Walmart+ allows us to expand the value we offer our customers and enhance their experience with Walmart through a more comprehensive offering. By bringing together benefits that address different everyday needs, we aim to build long-term customer relationships and continue accelerating the growth of our omnichannel business," said Karthicka Krishnasamy, Senior Vice President of eCommerce and Growth at Walmart de México y Centroamérica.

In a separate statement, Krishnasamy said: "Life is busy, and every peso matters. Walmart+ brings together the savings, convenience and benefits Mexican families want in one membership."

Walmart Pass: the membership that came before

Walmart+ is not the first paid delivery membership Walmart has sold in Mexico, although the announcement does not say so. Walmart de México introduced Walmart Pass in October 2021. According to a promotional article the subsidiary placed in Expansión on October 28, 2021, Walmart Pass cost MXN 49 a month or MXN 499 a year and offered free delivery on online grocery orders above MXN 299, at a time when a single delivery cost MXN 39.

Walmart de México's online help center still publishes terms for Walmart Pass. Those undated terms set the monthly fee at MXN 59 and the free-shipping minimum at MXN 299, and offer first-time users a 30-day free trial. A banner on the Walmart Pass help page says the terms and conditions will change from October 22, without giving a year. Walmart de México's membership sign-up page now presents Walmart+ instead, with a free-trial button but no stated trial length.

On price alone, the comparison is stark. Against the MXN 59 monthly fee in the Walmart Pass terms, MXN 89 is 51% higher; against the 2021 launch price of MXN 49, it is 82% higher. The annual fee has risen from MXN 499 to MXN 890, an increase of 78%, and the standard shipping minimum has moved from MXN 299 to MXN 399, a third higher (all PPC Land calculations). Walmart+ includes more benefits than Walmart Pass did, so the products are not identical.

What the company has not said matters as much. Neither the announcement nor the Walmart+ page explains whether Walmart Pass subscribers will be moved to Walmart+, whether they will be charged the new fee, or whether Walmart Pass will close. In Canada, Walmart answered that question at launch.

Build once, scale globally

Canada went first. According to a release published by Bell Media, Walmart+ launched there on June 4, 2026, at CAD 8.97 a month or CAD 89 a year, with unlimited free same-day delivery from stores on orders over CAD 35, free shipping with no order minimum on thousands of items, and a Crave Standard with Ads subscription included. "Canada is the first Walmart market outside of the United States to launch Walmart+," that release stated. It also said existing Delivery Pass members in Canada would automatically become Walmart+ members.

Mexico follows the same template with local partners: Crave in Canada, Universal+ in Mexico; a delivery pass converted in Canada, an existing delivery membership left unaddressed in Mexico. "Walmart+ in Mexico is a tangible example of our 'build once, scale globally' membership strategy in action," said Deepak Maini, Senior Vice President and General Manager of Walmart+. "We can build on a consistent foundation of shopping convenience, delivery and entertainment, then tailor the experience to local customer needs and partnerships."

According to Walmart, the Mexican version "arrives in Mexico following more than six years of experience in the United States and its recent launch in Canada," which allows Walmex "to leverage global learnings and combine them with its understanding of Mexican families' needs and shopping habits."

The launch is the latest in a run of Walmart moves aimed at Mexican shoppers this year. On June 11, 2026, Walmart opened Walmart.com to international customers with shipping to Mexico, according to the company's newsroom, offering "hundreds of thousands of eligible items" and a limited-time promotion of free shipping on eligible orders of $35 or more, with taxes and duties still applying. When Walmart reported its fiscal second quarter, Walmart+ had launched in Canada and the marketplace had expanded to Mexico and Canada, and Walmart International's membership fee revenue had grown 28%.

Walmex under margin pressure

The membership arrives two days after Walmex reported a weaker quarter. According to Reuters, Walmex's net profit for the July to September period fell 6% to 11.03 billion pesos ($610 million), below the 12.26 billion pesos analysts polled by LSEG had expected. Revenue rose 3% to 248.83 billion pesos, also short of forecasts. EBITDA margin narrowed by 30 basis points to 10.2%, and same-store sales in Mexico grew almost 2%, with traffic broadly flat. Chief financial officer Camilo Canedo attributed the higher costs to new stores, e-commerce, technology and staffing, according to Reuters.

Online is where Walmex is growing. Online GMV rose 15% in Mexico and 23% in Central America in the third quarter, and 75% of online orders were delivered the same day, according to Reuters. Walmex's second-quarter investor presentation put e-commerce at 9.5% of the company's total GMV in Mexico, with on-demand GMV up 21.1% and marketplace GMV down 6.6%. The same presentation counted 3,351 stores in Mexico and 954 in Central America as of June 30, 2026, and 26.8 million active BAIT users, defined as customers with at least one transaction in the previous six months.

A membership built around delivery fits that picture. It asks customers to pay up front for a service Walmex is already spending heavily to expand, and it ties that service to three other Walmex businesses: BAIT, Programa Salud and Walmart Beneficios. The extra mobile data, for instance, only materializes for members who keep recharging a BAIT line. PPC Land has examined how telecom streaming bundles in Germany make discounts conditional on keeping the underlying contract, a structure that links the value of one product to continued use of another.

Why this matters for marketers

Walmart's announcement says nothing about advertising, data or measurement. The commercial logic for brands sits elsewhere in Walmart's own disclosures.

A paid membership produces an identified, logged-in group of a retailer's most frequent customers, with a record of what they buy online, in stores and across partner services. That is first-party data of the kind that underpins a retail media network. Walmex's second-quarter investor presentation groups advertising with connectivity and a benefits program as "new businesses" - and the latter two are now packaged into Walmart+.

The U.S. business shows where that link can lead. Walmart's global advertising business reached $6.4 billion in fiscal 2026, a 46% increase, with membership and other income of $6.75 billion. In that report, Walmex was one of three markets, alongside China and Flipkart, that led Walmart International's top-line results. In the second quarter of fiscal 2027, global advertising grew 38%, Walmart Connect in the United States grew 43% excluding VIZIO, and global membership fee revenue rose 17% to an all-time high. A year earlier, Walmart+ membership income grew double digits, and the OnePay credit card offered 5% cash back to Walmart+ members against 3% for other customers, an early example of the membership being used to route customers into other Walmart services.

The U.S. ad business has since been built out well beyond search ads on Walmart.com. Walmart agreed to acquire VIZIO for about $2.3 billion in February 2024, opened its curated CTV marketplace, Connect Select, to all advertisers in April 2026, agreed to buy the self-serve CTV platform Vibe.co in June, and, through Walmart Data Ventures, launched an API that lets advertisers share Walmart retail data with agency and technology partners. None of that infrastructure has been announced for Mexico, and the Walmart+ launch does not change that.

Competition in Mexico also runs through memberships. Mercado Libre's MELI+ loyalty program already bundles streaming: in 2024, Mercado Libre said it would include the ad-supported Disney+ tier within MELI+ across Argentina, Brazil, Mexico, Chile and Colombia. In June 2026, YouTube extended its Shopping affiliate program to Mexico with Mercado Libre as its exclusive retail partner. Walmart+ adds a second large retailer's membership to that market, built on stores, pharmacies and a phone network rather than a marketplace. With doubled Walmart Beneficios rewards inside the fee, it also turns an existing omnichannel loyalty scheme into a paid tier.

Timing is the final variable. The introductory no-minimum offer ends on November 30, in the middle of the holiday season. Walmart's own U.S. research, published a day before the Mexican launch, found that affording the holidays was the top stressor for 43.8% of Walmart shoppers. Whether Mexican households facing similar pressure will add a MXN 89 monthly fee, and how many will stay once the MXN 399 minimum returns in December, are numbers Walmart has not committed to publishing.

Timeline

Summary

Who: Walmart and its Mexican subsidiary Walmart de México y Centroamérica (Walmex), with statements from Karthicka Krishnasamy, Senior Vice President of eCommerce and Growth at Walmex, and Deepak Maini, Senior Vice President and General Manager of Walmart+. Partners inside the bundle include NBCUniversal's Universal+ and Walmex's own BAIT mobile service, Programa Salud and Walmart Beneficios.

What: Walmart+ launched in Mexico at MXN 89 a month or MXN 890 a year, with free delivery on scheduled orders from MXN 399, free shipping (no minimum until November 30, then MXN 399 according to the Mexican sign-up page), Universal+ Essential, 2 GB of extra data per BAIT recharge, a health program with 5% to 8% pharmacy discounts, and doubled rewards. Walmart values the bundle at more than MXN 260 a month without a breakdown, and did not say what happens to members of its earlier Walmart Pass membership.

When: Announced on October 29, 2026, two days after Walmex reported a 6% fall in third-quarter net profit. The introductory no-minimum offer runs through November 30, 2026.

Where: Mexico, as the second country outside the United States to receive Walmart+, after Canada in June 2026.

Why: Walmart describes the launch as part of a "build once, scale globally" membership strategy and cites U.S. figures showing members shop three times more often and spend four times as much as non-members, comparisons that do not by themselves establish cause. For marketers, a paid membership creates an identified base of frequent shoppers, the foundation of the retail media business that Walmart has grown to $6.4 billion in the United States and that Walmex lists among its new businesses.