E-commerce, which was already gaining in popularity and recording impressive growth rates above the average in retailing in Israel over the review period, received a huge boost as a result of the pandemic in 2020, a trend that continued in 2021. During store closures and lockdowns, consumers spent greater time at home and therefore were able to spend longer browsing online and searching for various products.
Online sales have been particularly high in non-grocery categories since many store-based specialists were closed during lockdown periods as they were not considered to be essential compared to chemists/pharmacies or grocery retailers. Local consumers who wanted to buy apparel or footwear for example, were forced to move online, thereby expanding the online audience and exposure.
Third party merchants held the leading value share in e-commerce in 2021, followed by leading grocery retailer Shufersal Ltd and Amazon.com Inc.
E-commerce is expected to gain further sales growth momentum over the forecast period, enabling it to outperform store-based retailing and gain greater share of total retailing sales. While the pandemic accelerated the channel’s rise in Israel, local consumers were already increasingly attracted to online shopping due to the convenience of home delivery, both from within the country and from overseas, and the opportunity to find more competitive prices compared to those often found in physical stores.
The initial popularity of e-commerce in the country was built on the success of international players such as eBay. However, local e-commerce has become a greater retailing force, with players investing more in multichannel retail strategies and digital marketing efforts.
Domestic players have also improved their logistics and customer service, again enhancing the online shopping experience, in addition to offering faster delivery compared to international brands.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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