Walmart Explores ’Dark Stores’ for Urban E-Commerce Growth as Affluent Shoppers Migrate to Platform
Walmart is testing a radical urban strategy—stores designed solely for online order fulfillment. CFO John David Rainey revealed plans for "dark format" locations targeting high-income demographics now shopping with the retailer. The model eliminates customer access, optimizing spaces for rapid e-commerce delivery in dense metropolitan areas where traditional big-box stores struggle.
The shift comes as Walmart reports surprising traction with affluent consumers, evidenced by strong sales of premium products like Apple AirPods during Black Friday. While details remain scarce, early experiments with the dark store concept show promise. The approach mirrors tactics used by grocery delivery services during the pandemic, adapted for general merchandise at Walmart's scale.
