e-Commerce Market Analytics

The eCommerce market in Hungary

Hungary is the 53rd largest market for eCommerce with a revenue of US$1.9 billion in 2021, placing it ahead of Kenya and behind Qatar.

With an increase of 23%, the Hungarian eCommerce market contributed to the worldwide growth rate of 15% in 2021. Just like in Hungary, global eCommerce sales are expected to increase over the next years. As new markets are emerging, global growth will continue over the next years. This development will be propelled by East and Southeast Asia with their growing middle class and their lagging offline infrastructure.

With a yearly growth rate of 7% between 2021 and 2025, Hungary is even expected to outperform the global average of 6%.

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$253 million in 2021. emag.hu is followed by alza.hu and tesco.hu as the second- and third largest stores with US$114 million and US$106 million, respectively. Altogether, the top three stores account for 25% of online 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.

One of the fastest-growing stores in the Hungarian market is mvstore.hu. The store achieved online net sales of about US$3.4 million in 2021. Its revenue growth amounted to 149% in the previous year.

More information on the top 100 online stores in Hungary can be found in our ecommerceDB Country Report.

Growth champions:
Editorial tips:

Top online eCommerce stores in Hungary by eCommerce net sales 2021 in million US$

# Store
1. emag.hu
2. alza.hu
3. tesco.hu
4. mediamarkt.hu
5. ikea.com

The eCommerce market in Hungary

Market size and growth rate

Revenue in 2021
CAGR 2021-2025
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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The eCommerce market in Hungary is expected to increase over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate for the next four years (CAGR 21-25) will be 7%. Compared to the year-over-year growth of 23% between 2020 and 2021, this decrease in yearly growth suggests a moderately flooded market. However, an indicator of growth potential is the online penetration of 46% in Hungary; in other words, 46% of the Hungarian population have bought at least one product online in 2021.

Five categories are considered by ecommerceDB. Fashion is the largest segment in Hungary and accounts for 37% of the eCommerce revenue in Hungary. It is followed by Electronics & Media with 27%, Food & Personal Care with 15%, Toys, Hobby & DIY with 12%, and Furniture & Appliances with the remaining 9%.

The eCommerce market in Hungary

Top shipping service providers

In Hungary, GLS is the most frequently offered delivery service provider among online stores. Of those stores indicating which service they use to transport their goods, 48% cited GLS as one of their providers. Moreover, Magyar Posta and DPD are among the top three shipping service companies offered by online retailers in Hungary, at rates of 35% and 19%.

Shipping information is based on orders from the store's main country, which is defined as the one where the store generates most of its online revenue. As a result, only stores that generate more net sales in Hungary than in any other country are taken into account. Furthermore, only stores that provide information about their shipping providers can be considered.

Competitor analysis of shipping service providers in Hungary

# Shipping service provider
1. GLS
2. Magyar Posta
3. DPD