Walmart's expansion continued in the first quarter, driven by growth in advertising, e-commerce and memberships.Why it matters: The nation's largest retailer is increasingly making money from the services built around shopping — not just the products on its shelves.Driving the news: Walmart reported first-quarter revenue of $177.8 billion Thursday, up 7.3% from a year ago, while adjusted earnings per share rose 8.2%, to 66 cents.Walmart U.S. comparable sales rose 4.1%, driven by higher customer traffic and increased unit volumes. Global e-commerce sales jumped 26%, fueled by store-fulfilled delivery, pickup and marketplace growth. Yes, but: Higher fuel costs weighed on profitability.Walmart said it absorbed many of those costs while continuing to invest in lower prices and expand rollbacks.The company also issued second-quarter guidance calling for net sales growth of 4% to 5%, shy of analysts' expectations. Shares of Walmart were down 2% in pre-market trading. The stock is up more than 17% this year. The big picture: Walmart continues to gain shoppers across income levels — not just consumers looking for lower prices.The retailer said it saw broad-based market share gains across categories and income tiers, led by upper-income households. General merchandise posted its highest level of share gains in five years, with strength in fashion and hardlines, while private-brand sales rose double digits during the quarter.Last month, Walmart announced a major redesign of its Great Value brand, one of the nation's largest grocery and household brands — bigger than many major food companies.Zoom in: Walmart's global advertising business grew 37%, while Walmart Connect U.S. rose 44% excluding Vizio.Marketplace sales rose nearly 50% — Walmart's strongest marketplace performance in 10 quarters.Membership fee revenue grew 17.4% globally, while Walmart+ saw strong membership growth.Between the lines: Walmart's fastest-growing businesses are increasingly tied to convenience and digital services.Expedited deliveries completed in under three hours accounted for roughly 36% of Walmart U.S. store-fulfilled orders.Store-fulfilled delivery sales surged about 45% during the quarter.Marketplace growth topped 40% in hardlines, home and apparel.What they're saying: "Our results reflect our continued focus on delivering across the enterprise — better shopping experiences, a broader assortment, and faster delivery," CEO John Furner said in a statement.Furner said Walmart is using automation and technology to drive productivity while growing "higher-margin commerce solutions."Editor's note: This story is developing and will be updated.More from Axios:Target says style-focused turnaround is gaining tractionHome Depot bets on pros for growthExclusive: Ferrero uses legacy brands to fuel mashups, growth