Walmart scrapped its ShippingPass program, a subscription-based Amazon Prime competitor.
Instead, it opened up free two-day shipping to everyone, effective today, according to a press release. This applies to "more than two million items." Walmart also lowered the minimum purchase required for free shipping to $35 from $50.
Baby necessities, pet products, food, cleaning supplies and some electronics and toys will qualify for two-day shipping.
I couldn't be more excited. We are moving at the speed of a startup.
Marc Lore, president and CEO of Walmart U.S. eCommerce, said two-day shipping is "table stakes" in 2017, alluding to the ubiquity of Amazon Prime's two-day free shipping.
However, Prime offers other benefits, including Amazon's streaming music and video services. Prime's free shipping covers 40 million items, dwarfing Walmart's selection.
Leon Nicholas, chief insights officer at Kantar Retail, said Walmart was "too late" to offer a cheap subscription, CNBC reports.
Lore insisted the free shipping covered the most popular items sold.
Current members of ShippingPass will get a refund, Lore said in a blog post.
WATCH | Here's Walmart's promotional video for the new program.
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