How Walmart Plans to Challenge Tesla in the EV Charging Business

Walmart, the world's largest retailer, is making a significant foray into the electric vehicle (EV) charging sector, rapidly constructing its own DC fast-charging network across America.

This ambitious undertaking places Walmart's installation rate second only to Tesla, signaling a major strategic shift for a company that already operates gas stations at many of its locations.

The move, though somewhat quietly executed, represents a calculated business decision aimed at leveraging its extensive infrastructure to serve the burgeoning EV market.

The company's official statement to Bloomberg News cited its "broad footprint" as a key factor positioning it to "make EV charging more accessible for communities while expanding the way we serve customers."

However, market analysts suggest that while increased accessibility is a beneficial outcome, it is likely a secondary consideration to the primary business objective: driving retail sales. Walmart's history as a retail titan, achieved through shrewd business practices rather than pure altruism, indicates a clear profit motive behind this venture.

The retailer has undoubtedly analyzed the growing number of EVs and plug-in hybrids on American roads, currently estimated at 7.6 million by S&P Global, alongside future sales projections and existing charging infrastructure.

Walmart's strategy appears to align with the understanding gaining traction among other charging networks like Ionna, BP Pulse, and Rove, where the true profitability lies not just in dispensing electricity, but in the retail opportunities presented.

EV drivers typically spend 20 to 40 minutes charging their vehicles, providing a captive audience with ample time to shop. Similar to how gas stations derive their primary margins from convenience store sales and car wash services rather than fuel, EV charging stations can significantly boost revenue through on-site goods and services.

Even if drivers only enter the store for a restroom break, their presence indoors substantially increases the likelihood of an impulse purchase. An expert interviewed by Bloomberg noted that stores with nearby chargers generally experience a 5% increase in sales.

A crucial advantage for Walmart in this endeavor is its existing real estate footprint. With approximately 4,600 Walmart stores (including Supercenters, Neighborhood Markets and discount centers) and 601 Sam’s Club stores nationwide, each equipped with expansive parking lots and established major electrical hookups, the company has already overcome the most significant hurdle of land acquisition and infrastructure.

Furthermore, S&P Global data indicates that 90% of Americans reside within 10 miles of a Walmart, ensuring widespread access to these new charging facilities.

The company is also strategically positioning its charging services as an incentive. According to the crowd-sourced Walmart EV charging tracker, Wattmart, the average price for a Walmart fast charger is a competitive $0.42 per kilowatt-hour.

This offers a substantial discount compared to other charging networks, which can charge as much as $0.72 per kilowatt-hour, though it's noted that locations are not yet open in high-cost states like California.

This combination of relatively cheap charging, along with readily available on-site restrooms, a full retail store, in-store dining options, and a wide array of snacks and drinks, creates a powerful draw for EV drivers deciding where to "refuel."

Additionally, Walmart+ subscribers receive a discount on charging rates when utilizing the Walmart App, further integrating the service into its loyalty program.