Ecommerce in Hungary

Hungary is a country located in Central Europe and member of the European Union as well as the Schengen Area. After World War I Hungary lost 71% of its territory, 58% of its population and 32% of ethnic Hungarians. Today Hungary is an upper-middle income country with a very high Human Development Index, which looks at life expectancy, education and the standard of living.

Looking for ecommerce software to start selling in Europe? Lightspeed and Shopify are all platforms that are well optimized for cross-border ecommerce.

Population 9.9 million people
– % internet users 62%
Online sales €1.65 billion (2017)
Online stores worth mentioning:,, Ujjé.hu


Ecommerce customers in Hungary

According to data from the acclaimed CIA Factbook, Hungary has about 6.17 million Internet users, who account for 62% of the total population. Eurostat‘s data from 2018 shows that 29% of Hungarians (aged 16 to 74) have bought something over the Internet in the last three months.

Research from eNET shows that one in five Hungarian Internet users has a tablet, while another study from the same company suggest the number of people buying goods online reached 5.4 million in 2018. This equals 91 percent of regular adult Internet users.

This last study also shares some insights into the preferred payment methods in Hungary. It seems that about 51 percent prefer to pay with non-cash, while 19 percent like to pay with cash. The proportion of people who like both is almost unchanged at 30 percent. When it comes to choosing a delivery method, it shows that most people (72 percent) want their goods being delivered at home, via a courier service.

Do you want to sell cross-border in Europe? It ain't easy but with the right ecommerce software, online marketing channels and European fulfillment companies market leadership is surely possible.

The study also claims 82 percent of the respondents say that shipping costs are the main consideration when choosing a delivery or pickup method. Half of all online buyers consider the delivery time as important when deciding on the delivery method, while easy access to the pickup point is deemed the least important. In 2017, cash on delivery was still the most popular payment method in Hungary.

The ecommerce market in Hungary

Based on data from a study conducted by eNET, the total ecommerce volume in Hungary reached about 1.65 billion euros (545 billion Hungarian forints) in 2017. Just as in previous years, the online retail trade volume of Hungary increased considerably. Research from the same company in 2016 showed that the ecommerce industry in Hungary reached 1.02 billion euros in 2015 and that it accounts for 4.1 percent of the overall retail industry.

The nearly 1000 billion forint in this chart consists of the domestic turnover of Hungarian webshops + the turnover of foreign online shops generated by Hungarian consumers. ©eNET

The most popular product categories in the Hungarian ecommerce are computers and electronics, home equipment, toys and presents, and clothing. Ecommerce in Hungary accounted for 3.1 percent of total retail sales in 2013 and for 6.2 percent in 2017.

Big online stores in Hungary

Some of the most popular and biggest online stores in Hungary are Tesco, Media Markt, eMAG, and Ujjé.hu.

Read all our articles about ecommerce in Hungary.

Last update: June 2019