We bought our appliances from Bella at Shekem in the Ishparo mall, and she deserves a strong recommendation. She is straightforward, reasonable, pleasant and very helpful.
We looked at other local places and compared prices to zap.co.il offerings. Her prices were comparable to the lower half of the prices on zap, and because we bought a number of our appliances there, we received some discount on the cost.
Her service was outstanding. There was no "shtick" in any of the sales at Shekem -- a welcome change from some other stores. She ordered the specific model oven we wanted, and she arranged installation and service for all the appliances we bought. When we had a concern with the TV, they were very accommodating about making a change.