"Young consumers cut back on online buys. We lost their interest. They head to physical malls instead"

At the Go E-Commerce conference, senior figures in the e-commerce industry outlined the future of the market in light of the AI revolution and uncertainty.

Azrieli Mall Tel Aviv

(photo credit: Hodaya Ran)

ByWALLA! MONEY

JUNE 18, 2026 09:35

Hundreds of top executives from Israel's e-commerce sector convened yesterday at the Go E-Commerce conference, organized by SE SUMMIT EXPERTS for the fourteenth straight year. Discussions centered on artificial intelligence effects, approaches to handle unpredictable conditions, and major shifts in how people shop that require companies to adjust their plans.

Yaron Cohen, Director of the Marketing and Digital Department at Israel Post, delivered one of the key alerts. He noted a slowdown among younger shoppers. "The environment has moved on. E-commerce is no longer driving progress. It is becoming part of the challenge," Cohen stated. "Online orders are declining. Younger buyers have pulled back from digital spending. We failed to keep their attention. They visit malls instead. They try items in person. Purchases do not always follow. We recognize the difficulty. The issue now is finding answers. All prior assumptions about e-commerce in Israel must be revised. New directions are essential. Significant infrastructure spending on AI is needed. Our data edge remains strong."

Naor Mann, CEO and Founder of ActiveTrail, echoed the call to link information with advanced systems: "Artificial intelligence transforms marketing practices, yet it delivers little without strong data tied to actual customer actions. In e-commerce, First Party Data forms the base for improved paths. As automation grows smarter, linking information, AI, and journeys shifts from an edge to a core requirement." His aim is to let brands apply current details for sharper experiences and stronger retention.

From separate AI tools toward a unified commercial system

Even with broad adoption of fresh technologies, many firms have not fully mastered integration. Eli Ben-Yosef, Co-CEO of youleap, noted: "Nearly every company added AI tools in the last year for chat, content, visuals, spreadsheet review, or suggestions. Yet most still miss the major gains because the tools operate apart, lacking one shared reference and continuous improvement. The next step arrives when firms advance from isolated tools to a single commercial system that gathers all business data, learns from each contact, and responds across channels to refine processes and boost sales."

Asaf Kadmon, Founder and CEO of Cadmon Systems, stressed that the shift now reaches smaller players: "Automation and AI once belonged only to large firms. The change is that these tools now serve mid-sized retailers across Israel. The remaining barrier is not money or scale but realizing the transformation will not pause."

AI influence on buyer views

Yael Kander, Head of the BDO Digital Division, described fresh consumer patterns driven by artificial intelligence connections:

Need for decision support: Shoppers now seek help filtering options and choosing, not just finding items. "Simply show the two shirts that fit."
Authenticity period: With easy fakes possible, genuine elements become valuable for online stores.
Personal price views: "Price is not fixed; it depends on the viewer. No universal good price exists. All is tailored."
New take on returns and support: Returns once signaled failure; now they offer learning. Support evolves from a post-purchase step into full-journey guidance.

Adaptability over uncertainty

A panel on loyalty programs featured marketing leads sharing tactics for fluid conditions. Hila Baron, VP of Marketing at Sodastream Israel, said: "When filming ads, we often prepare six versions to handle unknowns. Flexibility stays a priority."

Rotem Nachmani, VP of Marketing at Delta Israel Brands, stressed forward planning: "Think long term. Avoid depending on a single sales route or one promotion channel. Consider collections across seasons." She added on club value and digital-physical links: "A club must deliver worth. Multi-channel buyers show the greatest value. Skill lies in linking and analyzing across brands. To grow online without hurting stores, we include exclusive items online, such as custom name prints on sleepwear."

Eliran Bar Menashe, CEO and Founder of K. express, closed on a positive note: "Success in Israeli business demands belief and optimism. After that comes persistence. People matter most, along with dedication to the team."

The event again featured an awards ceremony recognizing top performers. For the first time, the public, managers, and professionals could submit nominations to ensure open and balanced choices.

This year's top honorees:

Innovation and AI Award: ActiveTrail company
Breakthrough Move Award: Wolt company
Excellence in Logistics Award: K. Express company
Customer Experience Award: Shopeaks company