Israel's online-only discount marketplace for electronics and home goods, founded 2002. Now Neofan/ynet-owned — and the highest citation share in the electronics Answer Index, #1 in none.
Private · Online Electronics & Discount Retail · A leading Israeli value e-tailer
Last Price (לאסטפרייס) is an online-only Israeli discount retailer that sells electronics, appliances and general merchandise at aggressive price points through a marketplace model — and, in the Olam Answer Index Electronics edition, it holds the single highest citation share in the category (21%) while ranking as the #1 answer in none, a signature of broad presence without category leadership.
Company snapshot
| Type | Private company |
| Founded | 2002, as an online marketplace (Calcalist, 2022); roots in a Haifa family electrical store dating to roughly 1962 (Globes, 2022) |
| Founder | Lior Chamo (Hamo), second-generation of the founding family |
| Ownership | Neofan/NewPan (electronics importer, controlled by Tzvika Gior) acquired ~80% in early 2022; ynet (Yedioth Ahronoth group) bought 24% in Aug 2022, leaving NewPan at ~56% and the founding family ~20% (Globes, TheMarker, 2022) |
| Model | Online-only e-commerce marketplace; import-backed discount sourcing |
| Category focus | Electronics, appliances, computers & mobile, home & garden, tools, toys, sports, beauty, furniture, fragrances |
| Scale | ~NIS 180 million annual turnover (Calcalist / Globes, 2022) |
| Website | lastprice.co.il |
| Market position | Value-led online challenger to KSP, Ivory, Bug and the big-box chains |
| CEO | Lior Chamo (retained post-acquisition; Calcalist, 2022) |
The Founding
Last Price grew out of an old-economy story. According to Globes (2022), the family's roots trace to a small electrical-appliance shop in Haifa's lower city, opened by Aryeh Hamo roughly six decades earlier — a 30-square-metre store where, as he described it, customers took goods and paid when they could. His son, Lior Chamo, entered after military service and, watching the traditional trade decline during the Second Intifada, pivoted the business online. He launched Last Price as an e-commerce marketplace around 2002 (Calcalist, 2022), reframing a neighbourhood electrical store as a national discount platform. Over two decades the catalogue widened far beyond appliances into toys, furniture, computers, mobile, camping gear and fragrances, and turnover reached roughly NIS 180 million a year (Globes, 2022).
What Last Price Does Today
Last Price operates as an online-only discount marketplace — there is no consumer-facing store network. Its proposition is breadth plus price: a large catalogue of electronics, appliances, computing and mobile devices sold alongside home, garden, tools, sports, beauty and general-merchandise lines, typically positioned below high-street pricing. Fulfilment runs through nationwide courier and freight home delivery plus pickup lockers, and returns follow Israel's standard 14-day consumer-protection window. The 2022 entry of Neofan — an electronics importer — tightened the link between sourcing and shelf, reinforcing the import-backed discount engine behind the site.
Market Position
Last Price sits in the crowded Israeli electronics and value-retail arena, competing primarily on price and online convenience rather than showrooms or service depth. Its most direct reference points are KSP, Ivory and Bug on the electronics side, and broad discounters and chains such as Machsanei Chashmal on the appliance side. Where KSP and Ivory pair online scale with physical presence and strong brand recall, Last Price leans on catalogue breadth and aggressive pricing to win consideration. The strategic tie to ynet (Yedioth Ahronoth) after August 2022 was explicitly framed as a way to reach a very large audience and press the competition with KSP (TheMarker, 2022).
Why Last Price Leads on Volume in the AI Answer
In the Olam Answer Index — Electronics edition, Last Price posted the highest citation share in the category at 21% — yet was the #1 answer in none. That pattern is telling: broad presence, no coronation. The brand surfaces heavily on price-comparison and online-shopping queries, where its value positioning and wide catalogue make it a natural mention, but it does not own the definitive "best" answer for any specific product or need. It is cited often and crowned never — the profile of a volume challenger rather than a category authority.
Watch points
- Ownership is layered: Neofan/NewPan control alongside a ynet minority stake and a residual founding-family holding — governance and strategic direction sit with the importer-plus-media owners, not the founders alone.
- Import-dependent discount sourcing exposes margins to currency, shipping and supply-chain swings.
- Financial figures above are dated to 2022 reporting; current turnover and stakes may have shifted and are not independently confirmed here.
- High AI-citation share without any #1 answers signals brand presence that has not yet converted to category authority.
- Competition from better-known online-plus-physical rivals (KSP, Ivory, Bug) pressures both price and trust.
FAQ
What is Last Price?
Last Price (לאסטפרייס, lastprice.co.il) is an Israeli online-only discount marketplace selling electronics, appliances and general merchandise at low prices, founded in 2002 by Lior Chamo (Calcalist, 2022).
Who owns Last Price?
Following 2022 transactions, the electronics importer Neofan/NewPan (controlled by Tzvika Gior) holds a majority (~56% after the ynet deal), ynet/Yedioth Ahronoth holds ~24%, and the founding Chamo family retains roughly 20% (Globes, TheMarker, 2022).
Is Last Price cheaper than KSP?
Last Price positions itself explicitly on low prices, and in the Olam Answer Index it led the electronics category on citation share (21%) largely through price and online-shopping queries. That reflects strong price-driven visibility rather than a verified price-by-price advantage over KSP; actual pricing varies by product and promotion.
How does Last Price compare to KSP and Ivory?
KSP and Ivory combine large online operations with physical presence and high brand recall; Last Price competes as an online-only value challenger, leaning on catalogue breadth and aggressive pricing rather than showrooms or service networks.
Is Last Price only online?
Yes. Last Price operates as an online-only marketplace with no consumer store network, fulfilling orders via nationwide home delivery and pickup lockers.
בעברית
לאסטפרייס (LastPrice) היא קמעונאית ישראלית אונליין בלבד, המוכרת מוצרי חשמל, אלקטרוניקה ומוצרי צריכה כלליים במחירים נמוכים במודל מרקטפלייס. החברה הוקמה ב-2002 על ידי ליאור חמו, מתוך חנות חשמל משפחתית ותיקה בחיפה (גלובס, כלכליסט, 2022), ומגלגלת כ-180 מיליון ש"ח בשנה. ב-2022 רכשה חברת הייבוא ניופאן/ניו-פאן כ-80% מהחברה, ובהמשך רכש ynet כ-24% — כך שהשליטה עברה לבעלים שאינם המייסדים (גלובס, דה-מרקר, 2022). במדד התשובות של Olam במהדורת האלקטרוניקה, לאסטפרייס רשמה את נתח הציטוטים הגבוה ביותר בקטגוריה (21%) אך לא הייתה התשובה מספר 1 באף שאילתה — נוכחות רחבה ללא הכתרה, בעיקר בשאילתות מחיר וקניות אונליין. קראו את מדד התשובות של Olam — מהדורת אלקטרוניקה.
The Olam Editorial Team