Wolt Cuts Subscription Fee by 40% to Boost User Sign-Ups Amid Competition

Wolt, the popular delivery app, has reduced its subscription fee for the Wolt+ service by 40%, lowering the monthly cost from 49 shekels to 29 shekels. This price cut, initially introduced in March 2023 as a temporary measure during the war, was extended through May, June, and continues into July, effectively becoming a new standard rate until further notice. The move comes as Wolt faces stronger competition from rivals like HaAt, Mishlocha, and Ten Bis, indicating that the original subscription price was too high to attract a broad user base.

Wolt+ subscribers benefit from free delivery on orders, though they still pay a small operational fee ranging from 2 to 5.90 shekels per order. The subscription requires a minimum order of 60 shekels for restaurants within 4 to 6 kilometers and 140 shekels for pharmacy chains. New users or those who previously unsubscribed receive the first month free. When Wolt launched the subscription in January 2023 alongside increased operational fees, it sparked consumer backlash, with some users deleting the app due to the high costs.

The subscription is cost-effective mainly for customers who order more than two or three times a month from a variety of restaurants, especially those farther away. It is less beneficial for infrequent users or those who rely on free delivery promotions. Not all merchants participate in Wolt+, so users are advised to check which businesses offer free delivery under the subscription before signing up.

Wolt emphasized that the current reduced price might not be permanent and could rise again, but existing subscribers will retain the lower rate. The company stated that hundreds of thousands of Israelis are already saving on delivery fees through Wolt+ and that it aims to maintain this benefit for users. The price adjustment reflects Wolt's response to market conditions and consumer demand amid ongoing competition in Israel's delivery sector.