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$4,434.7 million by 2027. With an expected increase of 30.9% in 2023, the Hungarian eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Hungary, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the Hungarian eCommerce market. Electronics & Media is the largest market and accounts for 29.3% of the Hungarian eCommerce revenue. It is followed by Food & Personal Care with 21.9%, Furniture & Appliances with 19.5%, Fashion with 18.6%, and Toys, Hobby & DIY with the remaining 10.8%.
eCommerce revenue development in Hungary
Note: Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war
Source: Statista Market Insights, ecommerceDB
| 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 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 |
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$97.4 million, respectively. Altogether, the top three stores account for 21.0% of the top 100 online stores' revenue in Hungary. Store rankings include every store that generates revenue in Hungary. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Hungary was considered.
eCommerce net sales generated in Hungary in 2021
Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed
Source: Annual report, secondary sources, ecommerceDB analysis
| no-access-0 | no-access-1 | no-access-2 | no-access-3 | no-access-4 | |
|---|---|---|---|---|---|
| Filtered revenue (in mUS$) | 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 |
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