Hamashbir Enters Israel's 10 Billion Shekel Appliance Market
Hamashbir is entering Israel's 10 billion shekel home appliances market, launching online sales with free delivery before expanding to physical stores as part of its e-commerce growth strategy.
Hamashbir is expanding its retail operations by entering the home appliances market for the first time, tapping into an industry valued at roughly 10 billion shekels. This strategic move aims to strengthen the chain's e-commerce presence and diversify its product categories for consumers.
In the initial phase, sales of electrical appliances will be concentrated on Hamashbir's online shopping website, with future plans to expand sales into the physical retail branches. To mark the launch, all products in the new category will be offered with free home delivery.
The entry into "white goods" and entertainment appliances builds on the chain's existing offerings of small appliances, such as coffee machines and Ninja products already sold in stores. The new electrical goods are now available for purchase on the chain's website.
The new category includes a wide variety of large and small home devices, including refrigerators, freezers, washing machines, dryers, ovens, televisions, mixers, blenders, vacuum cleaners, steam irons, and hair styling appliances. Prices range from 300 shekels for a toaster to approximately 1,590 shekels for clothes dryers.
The home appliance and consumer electronics market in Israel averages between 10 and 15 billion shekels annually, depending on the category definition. The core home appliance segment ("white goods", entertainment, and small devices) is estimated at 9 to 10 billion shekels, while the broader market—including computing and mobile phones—reaches 14 to 15 billion shekels per year. This sector stands as one of the largest and most competitive retail fields in the economy, dominated by several major importers and retail chains, with online sales accounting for roughly 15% to 20% and continuing to grow steadily.
Saar Shavit, Deputy CEO of Hamashbir, explained the background of the move: "Entering the electrical appliances sector is part of a strategic initiative to expand Hamashbir's operational fields and strengthen e-commerce activity. We view online retail as a significant growth engine that enables us to enter new categories, broaden our product offering, and reach new audiences. Initially, the activity will focus on the website, and subsequently, we intend to expand sales to the chain's branches."
This move follows the chain's recent expansion into the toy sector, which involves opening dedicated departments across roughly 25 branches by the end of the year. Hamashbir's entry into the electrical sector aligns directly with Israeli consumer habits, as the home appliance and electronics sector recently broke consumption records, driving the start of the annual shopping season with significant growth in transaction turnover.
