With the North American economy in the middle of a recession, many marketers are beginning to think outside the box and are targeting their marketing campaigns to roads less traveled. Take Israel for example – were you aware that 67% of credit card holders in Israel use them to make purchases online? In fact, a survey conducted by credit card giant MasterCard Worldwide discovered that 24% of Israelis increased the number of credit card purchases made online in the last year.
A lot of people don’t think about Israel when they think about Internet marketing, but that’s all about to change. Why the sudden move to online purchasing? The MasterCard survey also found that Israelis have a lot of confidence in online shopping and that they believe it to be an easy and convenient way to purchase the things they need. Unlike Europeans, Israelis also believe that being able to pay via credit card is the biggest advantage to online shopping.
The demographics uncovered during this survey also found that approximately 57% of Israeli women use their credit cards to make purchases online, but an overwhelming 78% of Israeli men shop online with credit cards as well. It appears that age doesn’t really affect interest or confidence in online shopping, with 59% of Israelis over the age of 50, 70% of respondents between 30-49 and 77% of respondents aged 18-29 all using credit cards to shop online.
Popular Websites & Behavior
So what are the most popular websites in Israel and how often are Israelis logging on to surf the Web? Google is the top dog with a hefty exposure rate of 90.1%, and Facebook is the second most visited site with a weekly exposure rate of 69.2%. Walla! is the most widely used portal in Israel, which jumped ahead of other top favorites in recent months to take over third place with a weekly exposure rate of 64.5% which is up from 63.1% in July 2010. Other popular sites such as YouTube, which is currently in fourth place with a 59.4% exposure rate and fifth place favorite, Hebrew news site Ynet, which had a weekly exposure rate of 57.2%.
The top “website for the workplace” is Globes, with a weekly exposure rate of 13.2%, and in second place TheMarketer’s came in at 12.1%. These figures have changed slightly from usage in July, when Globes came in at 13% and TheMarketer came in at 14.4%.
With regard to sports and entertainment websites, traffic at most sport sites in Israel fell off quickly after the 2010 World Cup ended, and Israeli traffic at international sports sites fell off as well. One site dropped 14.8% in July down to 13.4% in August, dropping it down to 16th place in ranking, and once-popular Sport 5 dropped from 14.7% in July all the way down to 13.3%, putting it in 17th place.
When surveyed, 37.6% of Israelis thought that they might increase their usage of the Internet in the coming year, while 51.5% said they figured it might just stay the same. Only 5.8% of Israelis surveyed thought that they might cut down on their usage in the coming year.
What Can You Do?
Marketing to Israelis is just like marketing to any other demographic or niche. You need to find out what it is that the people there are interested in, what you can sell and how they would buy. Obviously we already know that they are comfortable and confident in using credit cards to make purchases online and that usage is growing – slightly, but growing in all age demographics. Take some time to study the culture and the market itself by reading articles, checking out surveys and studies and then by diving in to see if you can reach a niche audience in Israel through your marketing efforts.
It’s just like any other marketing venture – trial and error plays a key role. Employ all of your strategies that you would use anywhere else and then see what works. With markets growing outside of North America and economic recovery not appearing to come any time soon, it’s worth every effort to explore marketing to new countries “outside the box” including Israel.
Understanding Israeli e-Commerce Demographics
Copyright © 2026 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.
More Articles
BranditScan's Aerie Saunders on Fostering Creator Knowledge, Confidence and Community
Aerie Saunders is firmly in her season. When she sits down with XBIZ, a fall-scented WoodWick candle burns in the background, pumpkins decorate her desk and the first signs of spooky season are already on display. Not that Saunders waits until autumn to embrace the macabre.
Why Adaptive Pleasure Belongs Across Every Adult Retail Category
For too long, accessibility in adult retail has been treated as a side conversation. When it appears at all, it is often tucked away in a hard-to-find website category, framed as a special accommodation or treated as a medical add-on rather than a legitimate pleasure category. That approach misses the point.
What Mastercard's Scam Monitoring Program Means for Adult Merchants
Mastercard's Scam Merchant Monitoring Program (SMMP) has introduced a new, investigation-led framework that works very differently from the ratio-based chargeback programs the industry has relied on for years. It applies to card-not-present merchants globally, and Mastercard's guidance on business models warranting closer attention includes adult content and dating platforms, along with subscription services, digital goods and forex.
Why Retailers Need a Clearer Conversation About Margins
With rising manufacturing costs and living expenses, manufacturers’ suggested retail price (MSRP) no longer aligns with the actual costs of operating a business. This situation calls for a discussion about the current industry pricing landscape, potential adjustments, and how companies can make an impact.
Why the Right Merchant Category Code Matters for NSFW AI Businesses
You explained exactly what your NSFW AI business does to your payment processor and they seemed to get it. The underwriting process felt thorough and exhausting, but it was well worth it because you began processing.
WIA: Perfect Fit Brand's Cee Cee Peters on Building a Lasting Career
For much of her decades-long career in the adult products industry, Cee Cee Peters let her work speak louder than her name. While she built relationships with retailers, became a top salesperson, and watched the business evolve from a movie-dominated marketplace into today’s sexual wellness industry, Peters deliberately kept a relatively low public profile. Raising children during the rise of the internet made that decision especially important to her.
How Local Payments Can Expand Access and Reduce Friction at Checkout
Global adult platforms often enter new markets with a familiar assumption: If their checkout accepts major cards, they're ready for local customers. In reality, payment habits vary widely by country. Dutch consumers use iDEAL for online shopping, BLIK is a leading e-commerce payment method in Poland, and India's UPI handles billions of transactions each month.
A Look Inside CC Wellness' Production Process
Stepping through the front doors of CC Wellness’ 215,000-square-foot headquarters, you first encounter the lubricant manufacturer’s comprehensive process in the company’s wall of plaques, which celebrate more than 25 formulas that have received FDA 510(k) clearances for medical devices.
How Detailed Receipts Build Consumer Trust and Reduce Chargeback
When was the last time you bought something online? Chances are you looked for the confirmation almost immediately. Did the transaction go through? Does it show what you bought? Were you charged correctly? And if there's a problem, who can you contact?
A Look at the Growing Market for Pleasure-Enhancing Consumables
For decades, the sexual enhancement aisle consisted mainly of pills promising stamina, with bottles and blister packs leaning heavily into themes of masculinity, urgency and performance. The sales pitch was rarely subtle: Take this, and something bigger, harder, longer or more intense would follow.
