e-Commerce Market Analysis

The eCommerce market in Hungary

Hungary is the 54th largest market for eCommerce with a revenue of US$1 billion in 2019, placing it ahead of Kuwait and behind Caribbean.

With an increase of 34%, the Hungarian eCommerce market contributed to the worldwide growth rate of 16% in 2019. Revenues for eCommerce continue to increase. New markets are emerging, and existing markets also have the potential for further development. Global growth will continue over the next few years. This will be propelled by East and Southeast Asia, with their expanding middle class and lagging offline shopping infrastructure.

The eCommerce market includes online sales of physical goods to a private end user (B2C). Included in this definition are purchases via computer as well as mobile purchases via smartphones and tablets. Excluded from the definition of ecommerceDB are the following: digitally distributed services (e.g., travel tickets), online stores dedicated to digital media downloads or streams, online stores dedicated to B2B markets, and sales between private individuals (C2C) within the eCommerce market.

The eCommerce market in Hungary

Top online stores

The biggest player in the Hungarian eCommerce Market is emag.hu. The store had a revenue of US$128 million in 2019. It is followed by tesco.hu with US$107 million revenue and alza.hu with US$74 million revenue. Altogether, the top three stores account for 30% of online revenue in in Hungary.

Store rankings are based on every store that generates revenue in in Hungary. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in in Hungary was considered.

One of the fastest-growing stores in the Hungarian market is alza.hu. The store achieved sales of about US$73.6 million in 2019. Its revenue growth amounted to 60% in the previous year.

Top online The eCommerce market stores in Hungary by eCommerce net sales 2019 in million US$ The table shows the stores that generate the highest revenue in the Hungarian market. For this evaluation, only revenue created in in Hungary was considered. Basis are all shops on eCommerceDB that operate in in Hungary.

# Store
1. emag.hu US$128m
2. tesco.hu US$107m
3. alza.hu US$74m
4. edigital.hu US$56m
5. ikea.com US$46m
The eCommerce market in Hungary

Market size and growth rate

Revenue in 2019
CAGR 2019-2023

Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.
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Market expansion in in Hungary is expected to continue over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate (CAGR 19-23) for the next four years will be 16%. Compared to the year-over-year growth of 34%, this decrease suggests a moderately flooded market. Another indicator of market saturation is the online penetration of 46% in in Hungary; in other words, 46% of the Hungarian population have bought at least one product online in 2019.

Five categories are considered by ecommerceDB. Fashion is the largest segment in in Hungary and accounts for 40% of the eCommerce revenue in in Hungary. This is followed by Electronics & Media with 25%, Food & Personal Care with 14%, Toys, Hobby & DIY with 12% and Furniture & Appliances with the remaining 8%.

The eCommerce market in Hungary

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