Israelis’ fondness for vacations during the summer months along with the preference for marketplace sites characterize Israelis’ online purchases during the month of July. Among the large marketing chains, Shufersal and Rami Levy maintain their position, while Beitan Wines leaves the index and Tiv Taam strengthens at its own expense.
The data presented in this section in the summary of each month divides the businesses into three groups: purchases on distinct online sites that do not also operate in physical stores, purchases on online sites of various industry chains that also operate offline, and online orders from the food sector.
In addition, this time the section includes a special survey conducted by Shop Analytics for Globes through the company Panelview, in which the respondents (Jews and Arabs, over the age of 18) were asked the reasons why they choose to make purchases online. The most popular answers were that it is convenient shopping without the need to leave the house and stand in line, as well as saving time, traffic jams, searching for parking and paying for gas.
The survey also shows that many respondents feel that online shopping is cheaper (mainly from websites abroad), it is easier to compare prices, and you can choose from a huge variety of stores and products in your free time, even during work.
The variety of fashion websites
The month of July is characterized by an increase of about 5% in orders on online sites without physical stores, compared to the month of June. Ali Express is in first place this month as well, with about 64% of the total orders. Recently we were informed that the Chinese giant is opening logistics warehouses in Israel in order to shorten the waiting and delivery times, which may also lead to lower prices – and further increase its share.
The Amazon site is in second place with about 8% of the total orders. About two weeks ago it was announced that the company is buying iRobot, which is responsible for the popular vacuum cleaner brand Roomba, for 1.7 billion dollars. It will be interesting to follow whether the purchase will affect its e-commerce activities in Israel.
As expected in the summer months, the booking site climbs to fourth place in July, with an increase of about 70% in the number of orders compared to June. The analysis of the data shows that most of the orders are for the months of July-August, when in Israel the popular destination is Tel Aviv, and in Europe the emphasis is on Turkey and Eastern European countries. You can also see orders for the winter period – November-December.
The fashion sites occupy three places in the table: Shine in third place, Terminal X in sixth place, and Next in seventh place. In a survey conducted by Shop Analytics for Globes, online fashion customers were asked the reasons that led them to purchase. From the repeated answers, it appears that they appreciate the huge variety and the convenient prices, the possibility of return and exchange, the presentation of the garment in different angles and in different colors, and the fact that there is a wider range of sizes compared to the physical stores.
The GROO website closes the table in tenth place, with an increase of about 30% in the number of orders compared to the previous month. The most notable purchases are meal vouchers, furniture, discounted entrances to attractions, vacations, and more.
The cosmetic advantage
The Shoppersal site, which recently announced the development of a marketplace in addition to its core e-commerce business, continues to lead the category of online sites of chains that also own physical stores – with a share of orders of 41%. Super-Pharm and its marketplace are also in second place this month, with a share of about 21% of the total orders in the top ten, similar to June. Shop Analytics research shows that in both cases these are also the leading sites in Israel in the sale of cosmetics and care products.
In a survey conducted by Shop Analytics, the main reasons for purchasing these products were examined. The answers show that some of the respondents positively noted the ability to deliver and collect from Super Pharm branches, and the fact that both chains sometimes present discounts that are only valid online. Others were satisfied with the fact that products could be selected while reading online reviews, without pressure from salespeople on the sales floor.
Nati Yaakovi, CEO of Shop Analytics, explains that “chains that offer self-collection nationwide, such as Super-Pharm and KSP, are leveraging the medium for box office success. The cost of living also plays a role, and Israelis book more on the well-known international websites. At the same time, some of these sites are not well-known in Israel, and the purchase traffic from them is low.”
The Rami Levy supermarket chain is in third place, with approximately 9% of total orders, while Tiv Taam, which recently announced the expansion of its delivery service to the north, including on Saturdays and holidays, is in tenth place with 2% of total orders. The Beitan Wines chain, which has registered a regular presence in the index in recent months, did not enter this time – an interesting statistic in light of the expected entry into Israel of the French Carrefour (which will replace the Beitan and Mega Wines branches).
The leading taste
The delivery company Walt, which recently appeared in a television campaign, this month shows an increase in data and is responsible for about 63% of the orders in the top five restaurant ordering websites.
Dominos Pizza, which did not enter the top five in June, is in fourth place this month with 6% of total orders, partly due to the introduction of new desserts, such as pizza with pistachio sauce, white chocolate sauce and pistachio pieces. According to Yacovi, “the pistachio trend is also evident online, and in July you can see an increase of about 60% in the number of orders for food items based on this flavor, from Golda ice cream to Domino’s pizza to Japonica and others.”
This is how the data was collected
Shop Analytics, headed by Nati Yacovi, is a technology research company that operates and maintains a panel of 2,500 consumers aged 15 and over who buy digitally. The consumers are divided equally between women and men, and represent age groups, population groups and geographic distribution according to changing residential areas.
The members of the database allow Shop Analytics access to their email in order to analyze the online orders they place, so that when an order confirmation or a purchase invoice is received, the company receives the information at the same time – including the content of the order and the amount of the purchase. The consumers of the pool are rewarded for this. In this way, the company monitors Israeli orders online, both from local and international websites.