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 almost 10 percent annually, reaching 5.5 billion euros by 2028.

Content:

• Ecommerce customers in Hungary
• The Hungarian ecommerce market
• Leading online stores
• Ecommerce events
• Latest ecommerce news about Hungary

Statistics

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Online shopping in Hungary

Ecommerce is becoming more and more popular in Hungary. In 2019, less than 55 percent of the population turned to online shopping. By 2023, the share came to over 79 percent. The COVID-19 pandemic caused a spike in the amount of shoppers. Since then, the amount of online shoppers has continued growing, albeit at a slower rate.

According to Statista, in terms of sales value, electronics and fashion were the leading segments in the Hungarian ecommerce market. Additionally, most Hungarians said that they bought shoes and clothing, medicated preparations and food products online.

MOBILE COMMERCE – Another study showed that almost 56 percent of all Hungarian online retail revenue came from orders placed on desktop computers in 2023. However, the use of mobile commerce is also becoming increasingly popular.

LOGISTICS – According to Statista, at least 72 percent of online orders in Hungary was delivered at home. This was the most popular method of delivery for domestic online orders. However, picking up orders at parcel points is also becoming more widely used. In that same year, almost 16 percent of all orders were picked up from a delivery point.

Hungarian online retail market

Since 2014, the share of companies in Hungary that sell online has almost doubled. Compared to 2022, the share increased 1.6 percentage points in 2023. This means that in that year, 20.3 percent of Hungarian retailers were selling online.

According to Statista, in 2023, the online share of the total retail trade revenue came to 9.5 percent. Compared to other European ecommerce markets, this is still a low share. In 2021, the online share peaked with 10.4 percent.

However, online revenues are increasing. In 2023, the gross revenue of online retail peaked at 3.6 billion euros (1.5 trillion forints). Compared to a year earlier, this marked a 12 percent increase.

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Leading online stores in Hungary

In 2022, eMag.hu was the most successful online store in Hungary. It reached almost 222 million euros in sales (230 million dollars) that year. Another well-known online store is Kifli.hu, which generated sales of 132.2 million euros (137 million dollars) in 2022.

Ecommerce events in Hungary

A number of ecommerce events take place in Hungary each year. Check out our ecommerce events calendar for all the major online retail events in Europe.

Read all our articles about ecommerce in Hungary.