Albeit from a lower sales base, mobile e-commerce continued to outperform e-commerce overall in 2020 and 2021, with the pandemic and home seclusion accelerating its adoption by local consumers. Spending greater time at home meant that many Israelis were using their mobile devices such as smartphones for a range of activities including social media, streaming music or other digital content such as films, or browsing the internet out of boredom.
The development of the EMV system (which arrived in the country in 2020 under a directive of the Bank of Israel) and NFC payments have also boosted the use of mobile payments in many retailers. 2020 also saw credit card companies make it possible for consumers to pay with their credit cards at shops through credit card apps in Israel.
Following the initial launch of its Yango Deli mobile app in 2020 as a pilot scheme, the Yango taxi company expanded its reach to a further three cities in 2021. Yango Deli acts as a third party delivery platform, enabling consumers to order from over 2,000 products including food, beverages, tobacco, and health care products amongst many others, which it dispatches from “dark stores” the size of a small convenience store, and which serve as fulfilment centres close to local neighbourhoods.
Mobile e-commerce is expected to continue to outperform e-commerce as a whole over the forecast period, thereby gaining greater penetration of the channel to hold approximately 35% value share (at constant 2021 prices) by 2026. Therefore, an increasing number of retailers will open and develop their mobile platforms and apps, which is likely to lead to greater usage amongst local consumers.
The focus of many retailers when opening new stores over the coming years is likely to provide consumers with an added experience, something that online shopping cannot provide. One way retailers are hoping to achieve this is by building larger stores that include a wider range of categories, rather just food or only consumer appliances.
Since most online players, including Super-Pharm, Terminal X and Next, have also now developed mobile apps to address the significant increase in usage amongst local consumers, it will support further digital sales growth, especially since most Israelis spend greater time on their smartphones than on their computers. This trend was accelerated by the pandemic when multiple household members needed access to the internet for work/study requirements or even entertainment, and personal smartphones offered an alternative tool to a desktop or laptop.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Israel with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Mobile Internet Retailing includes sales through mobile devices such as smartphones and tablets. Please note that these sales are also included in the Internet Retailing Channel. Mobile Internet Retailing is also known as m-commerce.
See All of Our DefinitionsThis report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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