Influencer Collaboration Drives Significant Sales Boost for iHerb in Israel

A recent collaboration between U.S. health product giant iHerb and the Israeli "Mami" consumer club, led by influencer Maayan Adam, has resulted in a substantial increase in sales for the e-commerce site in Israel. The partnership, which offered double benefits and increased digital currency accumulation through the club's new credit card, propelled iHerb to fourth place in Israel's online purchase index for August, according to Shoop Analytics. Order volume for iHerb surged by approximately 32%, with an average basket size of 225 shekels, primarily for nutritional supplements and personal care items.

Nati Jacobi, CEO of Shoop Analytics, highlighted Adam's role in "breaking a local glass ceiling" and demonstrating the power of Israeli influencers on a global platform like iHerb. This is not the first time Adam has boosted iHerb's sales; a television campaign she led in February 2025 saw a 60% increase in sales for the site.

Overall, Israeli online purchases from international sites increased by about 8% in August compared to July, with China's AliExpress holding the top spot due to back-to-school promotions and improved customer experience. Travel-related sites also performed well, with Booking.com, Wizzair, and Agoda ranking among the top performers. FlyLink, a global payment platform popular for counterfeit goods, entered the top ten.

On Israeli e-commerce sites, overall order volume decreased by 2% in August. KSP maintained its leading position, followed by Super-Pharm, which has expanded into a broad marketplace. Shufersal ranked third, significantly ahead of Rami Levy. The fashion sector saw Terminal X, Delta, Fox, Zara, and Addict represented, while the bookstore Steimatzky doubled its orders, partly due to collaborations with consumer clubs for back-to-school shopping. Promise, a direct-to-consumer skincare site, made its debut, emphasizing the growth potential of influencer marketing.