Can Israeli e-commerce site give Amazon a run for its money?

An Israeli website called American Outlets is preparing to challenge Amazon by offering millions of items for sale online.

By World Israel News Staff

Israeli retail giant Shufersal Ltd. launched its American Outlets e-commerce website on Monday, which it hopes will compete with Amazon, the world’s leading online marketplace.

American Outlets offers Israelis around 2.5 million different items, with a tax-free offer for purchases up to $75 in value.

Among the wares available on the site are electronic goods, clothing, shoes, make-up, and toys, with name brands from Nike to Lego displayed on the homepage.

Shufersal hopes to attract Israeli consumers by importing goods without requiring them to pay VAT or customs duties, provided purchases don’t exceed the $75 limit.

The Israeli retailer does not actually own the import company behind American Outlets, Lev Cargo, serving instead as an intermediary marketing the products sold by US warehouses headquartered in Miami, Globes reported.

Shufersal CEO Itzhak Aberkohen commented on Monday, “We aren’t replacing Amazon, the banks, or the insurance companies; we’re making something more complete for our customers.” At the same press conference, however, Aberkohen, made reference to competing with Amazon and other online retailers, according to the Globes report.

Amazon for its part has made forays into the Israeli market, offering free shipping during August and September for a limited time.

Last year, it was reported by Calcalist that Amazon was preparing to set up a 270,000 square-foot shipping and logistics center in central Israel.