Not only are food product prices rising, but also the price that marketing chains charge to bring them home. After most marketing chains raised delivery fees, Shufersal is making its delivery service more expensive and raising the rate on the Shufersal Online website by 20%, from NIS 29.90 to NIS 35.90. By doing so, it joins Rami Levy, Victory, Machsanei HaShuk and Hatzi Hinam, which have already updated their rates in recent months. Only three chains remain that have not raised delivery fees: Carrefour, Tiv Taam and Keshet Teamim.

The increase in delivery fees joins the wave of price hikes that has been hitting marketing chains in recent months. After the prices of food products, beverages, cleaning products and toiletries climbed time after time, it is the delivery cost's turn. For a family that places several orders a month, this is an addition of tens of shekels to the monthly expenditure, without even one additional product entering the shopping cart.

Marketing chains explain that the move stems from a rise in delivery contractor prices. According to them, distribution companies raised the rates they charge the chains, the sector is dealing with a shortage of delivery drivers, and companies are waiting for approval to bring drivers from India. They claim that the delivery activity is not profitable, and therefore they were left with no choice but to roll over at least part of the price hike to consumers.

Self-pickup is no longer always a cheap alternative. At Shufersal, a service fee of NIS 15 is charged on orders up to NIS 750 and NIS 10 on orders above this amount. On most online sites of marketing chains, there is also a minimum order requirement, which ranges between NIS 250 and NIS 350.

At Carrefour Online, delivery fees stand at NIS 29.90. At Tiv Taam, delivery fees remained NIS 29.90, and the chain offers free delivery on orders over NIS 750, as part of a promotion valid until December 31, 2027. At Keshet Teamim, delivery fees stand at NIS 29.90 on orders up to NIS 750, or NIS 15 for self-pickup. On orders over NIS 750, delivery fees drop to NIS 14.90.

In parallel with the price hike, Shufersal launched a new coupon program for online only, which grants a 50% discount on a series of leading products, including a six-pack of Coca-Cola cans, Mateo olive oil, a pack of Huggies wipes, a Starkist tuna four-pack and Fitness crackers.

These coupons have quite a bit of fine print. They are limited to two redemptions only, require loading before payment, are valid for deliveries on Sundays through Tuesdays only, between July 4 and 7, and only on orders of NIS 399 and above from the supermarket category. The amount does not include delivery fees and the value of the coupons, and changing the delivery date after placing the order cancels the benefit.

Victory and Machsanei HaShuk continue to offer free delivery on Sundays, and sometimes offer specific promotions that grant free or discounted delivery. But after Shufersal joined the wave of price hikes, raising delivery fees becomes an integral part of the cost of living. In the end, consumers pay more not only for the shopping basket, but also for the way it arrives home.

Shufersal stated in response: "Shufersal Online is launching an unprecedented coupon program, in addition to the regular coupons, with a 50% discount for those ordering delivery on Sundays–Tuesdays on a variety of leading products, including a six-pack of Coca-Cola cans, MATEO extra virgin olive oil, a pack of Huggies wipes, a Starkist tuna four-pack and Fitness crackers. The total savings can reach about NIS 130 per purchase.

"In parallel, service fees were updated following a significant increase in operational and delivery costs. Shufersal continues to subsidize service fees out of commitment to our customers."