Walmart, the world’s largest retailer, is making headlines again—this time not for a new store format or technology rollout, but for quietly reinstating a $6.99 “basket fee” on grocery delivery and pickup orders under $35, even for customers receiving government assistance. The move, which ended a pandemic-era waiver for Walmart+ Assist members (including SNAP and Medicaid recipients), has ignited debate over whether cost-efficiency is coming at the expense of brand goodwill.
Officially, Walmart denies any link between the fee’s return and the new wave of tariffs introduced by former President Donald Trump, despite claims from some media outlets suggesting otherwise. According to Walmart, the decision is purely operational—part of a broader cost management strategy—and in line with industry standards, such as similar thresholds used by Target and other retailers.
Still, the optics are delicate. As inflation continues to weigh on low-income households, reinstating a fee targeting smaller basket sizes—typically associated with the most vulnerable consumers—risks alienating the very demographic Walmart has long claimed to serve best.
Retail analysts note that although cost-cutting is essential amid rising global uncertainties, the fee’s timing is risky. Tariff pressures, especially from China and Mexico, are real and growing. Walmart CEO Doug McMillon recently acknowledged this during an investor meeting, calling the situation a “management opportunity” and emphasising the company’s ongoing efforts to control what it can—particularly inventory and pricing.
With more than two-thirds of Walmart’s products made, grown, or assembled in the U.S., the retailer has some insulation. But it’s clear that any added cost pressure—whether from supply chain shifts or new trade policies—puts margins under scrutiny. For Walmart, reinstating the fee may be a pre-emptive move to shore up profitability without directly raising product prices.
However, in the age of digital convenience and customer-first branding, such a move could backfire. Walmart must now balance financial discipline with the risk of appearing unsympathetic to struggling families—a demographic that forms the backbone of its business.
As tariffs and inflation evolve, so too will the expectations placed on global retail leaders. Walmart’s challenge is not just managing cost—but doing so without losing the trust of its core customer base.
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