Ecommerce in Hungary

Hungary is a country in Central Europe and member of the European Union. The ecommerce market in the country is expected to grow 7 percent annually. Hungarians prefer courier delivery when shopping online.

Population 9.6 million (2022)
Internet users (% of population) 85 (2020)
Online sales 2,2 billion euros (2019)
Online stores worth mentioning
  • Alza
  • eMAG
  • Euronics


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Ecommerce customers in Hungary

The number of ecommerce customers in Hungary is growing rapidly, especially in recent years. This is propelled by a growth in internet usage and cashless payments, such as mobile payment and e-banking, becoming more popular and user friendly. Between 2016 and 2021, Hungary saw one of the largest growth spurts in online shoppers in the European Union. The share of internet shoppers grew with 26 percent points, Eurostat reports.

Ecommerce customers in Hungary are increasing in recent years

In 2020, 85 percent of Hungarians are internet users according to The World Bank. Over 70 percent of people have made an online purchase at least once. 57 percent of Hungarian people bought something online in the last 3 months, 2021 data from the Hungarian Central Statistical Office shows. Fashion is the most popular product category in Hungary, representing 37 percent of ecommerce revenue, according to EcommerceDB.

Top product categories in Hungary by revenue share (2021):

  1. Fashion (37 percent)
  2. Electronics and media (27 percent)
  3. Food and Personal Care (15 percent)
  4. Toys, Hobby and DIY (12 percent)
  5. Furniture and Appliances (9 percent)

Devices and payment methods in Hungary

A 2020 survey by eNET shows that most Hungarians order online on their laptop: this is the case for half of online purchases. As much as 46 percent of internet shopping is done on smartphones. This is a similar amount to desktop (45 percent). A smaller 9 percent of purchases are made via tablet.

Laptop and mobile are the most popular devices for online shopping in Hungary

When shopping online, the majority of Hungarians (45 percent) prefer cashless payment, such as credit card and debit card. For example, customers may pay the courier by card. Cash on delivery is also still popular, though. These two options are also the most widely available in online stores in Hungary.

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Delivery methods in Hungary

The same eNET study reports that courier delivery has been the most popular shipping method for years, chosen by 80 percent of shoppers. For 38 percent, pickup points are preferred, while 36 percent choose regular postal delivery. Parcel machines are also increasingly popular in Hungary, chosen by 27 percent of respondents. When choosing a delivery option, the shipping fee is the most important factor for Hungarians.

The ecommerce market in Hungary

Hungarian online retail has been growing fast. Ecommerce in Hungary was worth 2.2 billion euros in 2019 – a 17 percent increase compared to the year before. Between 2020 and 2021, the market grew with a whopping 23 percent. The rapid expansion was spurred on by the pandemic. Until 2025, Hungarian ecommerce is expected to grow with an annual 7 percent.

Between 2020-2021, Hungarian ecommerce grew with 23%.

According to the Digital Economy and Society Index 2022, 18 percent of small-to-medium businesses in Hungary sell online and 9 percent sell online crossborder. Out of SME turnover, 12 percent is generated by online stores.

Leading online stores in Hungary

Some of the most popular and biggest online stores in Hungary are:

  1. eMAG
  2. Alza
  3. Tesco
  4. Mediamarkt

Other retailers worth mentioning are About You, Arukereso and Euronics.

Read all our articles about ecommerce in Hungary.

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