Over the past couple of years, Walmart has been taking more control of Sam’s Club from the corporate level, in some cases merging teams or using shared platforms in areas like supply chain and e-commerce.One of the first signs of this was in 2024, when Sam’s Club’s corporate supply chain team began merging with that of Walmart, its parent company. In September 2025, Sam’s Club rolled out a new front-end experience for its website and mobile app that mirrors the design and functionality of its Walmart counterparts.
Earlier this year, Walmart U.S. chief growth officer Seth Dallaire was promoted to the same title for the company at a global level, taking on oversight of Sam’s Club’s retail media network. Then, in June, Walmart announced the Sam’s Club media network would rebrand as Sam’s Club Connect as it has become more aligned with the Walmart Connect ads business through shared technology, tools, platforms and capabilities.
These moves represent a shift away from what used to be a more distinct separation between the two brands. Sam Walton said he wanted Sam’s Club to have a separate culture from Walmart when he established the club retailer in 1983.
“The investment and complexity required to build modern retail capabilities — from AI and data to fulfillment and media — make scale a meaningful advantage,” said Srividya Pandya, svp of site and shopping experience for Walmart U.S., in a statement. “Where Walmart and Sam’s Club have common needs, it makes sense to use shared platforms, tools and infrastructure to move faster, reduce complexity and scale what works.”
