Walmart has no trouble getting people through the door, but getting them to recommend the experience? That’s another story.
In 2025, most shoppers are still showing up and checking out. They’re getting what they need, but not necessarily walking away excited to tell a friend. So, what’s missing?
Let’s take a closer look at why Walmart’s NPS isn’t higher, what the numbers say about the customer experience, and how a few minor changes could make a big difference.
What is NPS?
You know when someone asks, “Would you recommend this to a friend?” That’s the heart of NPS, short for Net Promoter Score. It’s a way to figure out how your customers feel about your brand, based on whether they’d vouch for you.
The beauty of NPS is that it all comes down to one simple question:
“On a scale from 0 to 10, how likely are you to recommend us to a friend or colleague?”
The answers give you more than just numbers. They reveal levels of loyalty:
- Promoters (9–10): These folks love you. They’re your superfans, spreading the word without you even asking.
- Passives (7–8): They’re okay with your brand—content, but not fired up. They’re also the easiest to lose if a competitor does something cooler.
- Detractors (0–6): Something didn’t click for them. And chances are, they’re telling others about it.
To calculate your score, just subtract the percentage of Detractors from the percentage of Promoters.
That’s your NPS. A higher score means people are not only coming back, but they’re bringing others with them. A lower one? That’s your signal to dig into what’s not working and make changes that matter.
In short, NPS is your shortcut to understanding whether customers are just shopping or rooting for you.
Walmart NPS Performance Score and Breakdown
When it comes to customer loyalty, Walmart is holding steady with an NPS Score of 30, but some is catching up to do. According to QuestionPro’s Q1 2025 Benchmarking NPS and CSAT Report, Walmart trails behind the retail industry average of 37.
That might not seem like a huge gap, but in the world of customer experience, even a few points can make a real difference in how a brand is perceived.
Here’s how Walmart’s 2025 NPS breaks down:
- Promoters: 50%
Half of Walmart’s shoppers are enthusiastic fans. These are the customers who would gladly recommend the store to others without hesitation.
- Passives: 30%
A third of respondents fall into the middle; they’re generally satisfied, but not quite passionate enough to spread the word.
- Detractors: 20%
One in five customers had a less-than-ideal experience, and they’re more likely to express that dissatisfaction to others.
So what does this mean?
Walmart clearly has a strong foundation of loyal shoppers. With 50% of customers already in the Promoter camp, the brand is doing something right. But that 20% of Detractors suggests there are still touchpoints in the customer journey that could be smoother, faster, or more delightful.
The good news? The gap is absolutely bridgeable. Reducing negative experiences and turning those lukewarm Passives into vocal fans could make a big difference, not just in NPS, but in brand buzz and long-term loyalty.
Walmart isn’t far behind, but there’s still untapped potential waiting to be activated.
How Do Retail Industry Benchmarks and Walmart Compare?
In retail, loyalty is about more than just foot traffic. It’s about trust, experience, and whether someone is willing to say, “You should shop there.” That’s exactly what the net promoter score helps uncover.
For 2025, Walmart’s NPS sits at 30, placing it just below the retail industry average of 37. That gap might seem small, but it matters especially when every point reflects the strength (or weakness) of your relationship with customers.
Let’s see how Walmart compares to other big players:
- Best Buy and The Home Depot both lead the pack at 43.
- Sam’s Club follows closely with a 42.
- JCPenney performs well at 39.
- Target lands at 33, just edging ahead of Walmart.
These insights come from QuestionPro’s latest study, which surveyed 1,000 participants to measure leading retail brands’ Net Promoter Score. The report reflects honest customer feedback from Q1 2025 and is updated quarterly, offering a fresh view of where brands stand and what they can do to improve.
What’s Behind Walmart’s Lower NPS?
Walmart has always been known for convenience and price, but in 2025, that alone might not be enough to spark strong customer advocacy.
The Walmart NPS score indicates areas where the customer experience may not be meeting expectations. We get a clearer picture when we look at the Customer Satisfaction Score (CSAT), which sits at 69%.
The score indicates that most customers are content, but not necessarily impressed. They walk away with their needs met but not wowed, and that’s a key reason why many aren’t recommending the brand to others.
In Walmart’s case, the opportunity lies in those everyday moments. Slight delays at checkout, unhelpful staff interactions, or inconsistent product availability might seem small on their own, but they add up.
If Walmart can resolve those issues and invest in consistency and care at all touchpoints, the 69% CSAT could become significantly higher, and so could the NPS.
Are Walmart’s Shoppers Coming Back?
Although Walmart’s Net Promoter Score is lower and customer satisfaction is modest, its future purchase intent numbers are quite impressive.
- 92% of customers say they’ll shop there again.
- 7% are unsure.
- Only 1% say they won’t return.
People still trust Walmart to deliver the basics effectively. They recognize it as convenient, affordable, and reliable. Although they may not express their appreciation loudly, most remain loyal through their purchases.
This presents a significant advantage for Walmart. The company already has built trust with its customers, so the focus now is on transforming satisfied return customers into enthusiastic advocates.
If Walmart can convert some of the 92% of returning customers into passionate promoters—by enhancing service, improving shopping experiences, or adding small personal touches—it could greatly increase its Net Promoter Score (NPS).
How Do You Calculate and Enhance Your NPS?
Understanding how your customers feel about you doesn’t have to be a guessing game. That’s where Net Promoter Score, or NPS, comes in. It’s a clear, simple way to see if people love what you’re doing—or if there’s work to be done.
Ready to get started? Here’s how you can easily measure and grow your NPS with the help of QuestionPro:
1. Ask the Right Question
It all begins with just one:
“On a scale of 0 to 10, how likely are you to recommend our product to a friend or colleague?”
This single question unlocks a world of insight. To dig deeper, you can add a follow-up like “Why did you give that score?” That way, you’re not just collecting numbers—you’re getting context.
2. Reach People Where They Are
Your customers are everywhere, so your survey should be too. Whether it’s email, SMS, social media, website popups, or even QR codes, QuestionPro makes it easy to reach the right audience—anywhere, anytime. Need to get super specific? Use QuestionPro Audience to target based on location, interests, or demographics.
3. Watch Feedback Roll in, Instantly
As soon as customers start responding, your NPS updates in real time. The dashboard gives you a live look at Promoters, Passives, and Detractors—so you don’t have to wait for a report to take action.
4. Turn Insight Into Action
Now comes the most important part: doing something with the data. Use what you learn to fix common pain points, strengthen what’s working, and turn those middle-of-the-road Passives into raving fans. Even better? With built-in benchmarking tools, you can compare your score against others in your industry.
The best part? You don’t have to be a data wizard to make this work. QuestionPro keeps it simple, so you can focus on what matters: creating experiences your customers love enough to recommend.
Want to see how your brand stacks up?
Start with the right questions, listen to the answers, and let your customers lead the way to better loyalty.
Want to See Where Your Brand Stands?
If you’ve ever wondered whether your NPS is ahead of the pack or just keeping pace, the answer is closer than you think.
The Q1 2025 NPS Benchmark Report is your go-to guide for seeing how top brands are performing when it comes to customer loyalty. It’s packed with honest feedback from real customers and updated regularly, so you get a clear, current view of where your brand stands.
Whether you’re leading the way or spotting room to grow, this report helps you make sense of the numbers—and shows what the best in the business are doing right.
Download the report now to compare your score, uncover insights, and get inspired by what’s working for others.
Need a little help making improvements? The team at QuestionPro is always ready with expert advice tailored to your goals.
Start turning insights into impact.
Walmart isn’t the only company in the retail industry with valuable lessons for those looking to improve their customer service and experience. Below, we recommend a few articles where you can learn how other major brands manage to maintain a high NPS and a loyal customer base — you’ll surely find some useful insights along the way.
