BJ's Wholesale Bets on Digital and AI to Drive Growth
BJ's Wholesale Club is using digital sales and AI tools to grow faster than its physical stores. Digitally enabled comparable sales rose 31% in the fourth quarter of fiscal 2025, with two-year stacked growth of 57%.
The company has grown digital penetration from 2% in fiscal 2018 to 16% in fiscal 2025. That shift matters because members who shop digitally spend more money, visit more often, and renew their memberships at higher rates than in-store-only shoppers.
How BJ's Is Building Digital Sales
BJ's fulfills more than 90% of digital orders directly from its 220 physical clubs. This approach lets the company offer buy-online-pick-up-in-club and curbside pickup without building separate warehouses.
The company has added tools to reduce friction. ExpressPay speeds up in-club checkout. Same-day delivery and pickup options serve customers buying routine items. The BJ's app includes a price scan feature and deli pre-ordering to streamline shopping.
BJ's is now moving into personalization. The company launched Ask Bev, an AI assistant within its app, and is investing in backend systems to make recommendations more relevant to individual members.
How Competitors Are Moving
Walmart's e-commerce sales grew 24% globally and now represent 23% of total revenue. The retailer is using AI-driven tools and marketplace expansion to increase basket sizes and store traffic.
Costco's digital momentum is stronger. Digitally enabled comparable sales rose 22.6% in the second quarter of fiscal 2026, with e-commerce traffic up 32% and app visits up 63%. Costco is testing automated pay stations that process pre-scanned orders in about eight seconds.
What Investors Should Know
BJ's shares have fallen 18.7% over the past year, slightly worse than the broader industry decline of 17%. The stock trades at a forward price-to-earnings ratio of 20.32, above the industry average of 17.49 but below its own median of 21.24.
Analysts expect BJ's to grow sales 5.7% and earnings 2.7% in the current fiscal year. For next year, consensus estimates call for 6.9% sales growth and 8% earnings growth.
BJ's carries a Zacks Rank of 3 (Hold) and a Value Score of B.
What This Means for Sales Leaders
BJ's case shows how AI for Sales can drive revenue through omnichannel engagement. Members who use digital tools spend more per visit and stay loyal longer-metrics that matter to any sales organization.
For sales professionals, the lesson is clear: digital adoption and personalization are no longer optional. Companies that build these capabilities into their operating model, not as add-ons, see measurable gains in customer lifetime value and transaction frequency.
Your membership also unlocks:
