eCommerce market in Hungary

Hungary is the 59th largest market for eCommerce with a predicted revenue of US$2,749.8 million by 2023, placing it ahead of Sri Lanka. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 12.7%, resulting in a projected market volume of US$4,434.7 million by 2027. With an expected increase of 30.9% in 2023, the Hungarian eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Hungary, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the Hungarian eCommerce market. Electronics & Media is the largest market and accounts for 29.3% of the Hungarian eCommerce revenue. It is followed by Food & Personal Care with 21.9%, Furniture & Appliances with 19.5%, Fashion with 18.6%, and Toys, Hobby & DIY with the remaining 10.8%.

Market development

eCommerce revenue development in Hungary

Hungary is the 59th largest market for eCommerce with a predicted revenue of US$2,749.8 million by 2023, placing it ahead of Sri Lanka. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 12.7%, resulting in a projected market volume of US$4,434.7 million by 2027. With an expected increase of 30.9% in 2023, the Hungarian eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Hungary, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the Hungarian eCommerce market. Electronics & Media is the largest market and accounts for 29.3% of the Hungarian eCommerce revenue. It is followed by Food & Personal Care with 21.9%, Furniture & Appliances with 19.5%, Fashion with 18.6%, and Toys, Hobby & DIY with the remaining 10.8%.

eCommerce revenue development in Hungary

in million US$, in %

Note: Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war

Source: Statista Market Insights, ecommerceDB

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 53.8 18.9 12.0 66.8 95.9 59.7 65.3 98.4
AOV (in US$) 25.0 79.2 53.2 8.8 40.1 18.0 53.6 31.9
CVR (in %) 53.8 18.9 12.0 66.8 95.9 59.7 65.3 98.4
AOV: Average Order Value CVR: Conversion Rate

Top stores

Top five online stores in Hungary by net sales 2021

The biggest player in the Hungarian eCommerce market is emag.hu. The store had a revenue of US$243.0 million in 2021. emag.hu is followed by alza.hu and tesco.hu as the second- and third-largest stores with US$110.3 million and US$97.4 million, respectively. Altogether, the top three stores account for 21.0% of the top 100 online stores' revenue in Hungary. Store rankings include every store that generates revenue 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 Hungary was considered.

eCommerce net sales generated in Hungary in 2021

in million US$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ecommerceDB analysis

no-access-0 no-access-1 no-access-2 no-access-3 no-access-4
Filtered revenue (in mUS$) 900.0 550.0 470.0 430.0 370.0
Share of global revenue (in %) 20.7 12.0 3.9 20.6 20.7
Global revenue (in mUS$) 8,300.0 4,600.0 1,190.0 2,122.0 1,814.0
Growth global revenue (in %) 8.3 12.4 33.6 18.0 12.6