Hungary, e-commerce and logistics
Hungary boasts a strategic location in Central Europe with easy access to EU markets.
A highly skilled and educated workforce. Could it be your next e-commerce destination? Read on to learn more.
Why Hungary?
Landlocked in Central Europe, Hungary borders seven countries including Austria, Romania and the Ukraine. It has been a member of the European Union since 2004.
Since the ear ly 2000’s, interest in e-commerce has been continuously increasing, with many more consumers turning to the internet to make their purchases. Hungary has a population of almost 10 million, 79% of which were reported to be online shoppers in 2023. 1
The e-commerce landscape
Acknowledging the boost that e-commerce gives to Hungary’s innovation and productivity, the Hungarian government continues to place a high priority on the advancement of this sector. As a result of government investment, and spurred on by the pandemic, Hungarian online retail has been growing fast, although the war in Ukraine may have slowed that rate.
Between 2020 and 2021 the market grew by a huge 23%. In 2023, it was reported that one in four Hungarian companies sold their products and services online which was the highest figure ever recorded at that time. Until 2025, Hungarian e-commerce is expected to grow with an annual 7%.4
A report by the Digital Economy and Society Index 2022 found18% of small-to-medium businesses in Hungary sell online and 9% sell online cross border. Out of SME turnover, 12% is generated by online stores.5
Fashion is the most substantial e-commerce sector, accounting for 40% of the Hungarian e-commerce revenue. Electronics & Media follows with 25% of the share. This is followed by Food & Personal Care (14%), Toys, Hobby & DIY (12%) and furniture and Appliances (8%).
A lot of e-commerce revenue (nearly 40%) is generated in the last two months of the year before the holidays (Black Friday and Christmas).6
Opportunities
The majority of Hungarians who shop online prefer to use cashless payments, such as credit cards and debit cards. Cash on delivery is also popular. Both options are widely available in online stores in Hungary.7
Hungarians aren’t limited to shopping domestically, and many are attracted to foreign brands. The most popular country to buy from is Germany and Hungarians spend US$28.5 billion a year there. The next most popular is Romania, but annual spend is a quarter of what is spent on German products there. Other popular countries for crossborder e-commerce include Austria, Italy and the USA.8
Most popular countries to buy from in Hungary (In billion USD)
Making online purchases using a mobile phone has become increasingly popular in recent years. However, desktop computers still account for 56% of online retail sales. Home delivery is consumer’s favourite way of receiving their online orders.9
According to the International Trade Administration, there is a lot of potential for growth in the computer and technology sector, as the underdeveloped IT infrastructure of the government and educational institutions are a target for EU-financed IT-development projects, along with state money allocated for such projects.10
Logistics
According to eNET, courier delivery has been the most popular shipping method in Hungary for years and is chosen by 80% of shoppers. For 38%, pickup points are preferred, while 36% choose regular postal delivery.
Parcel machines are also increasingly popular in Hungary, with 27% of consumers selecting this as their preferred method of delivery. eNet also reported that when choosing a delivery option, the shipping fee is the most important factor for Hungarians.
Keep in mind
Hungary is part of the European Union (EU). Since leaving the EU, postal items from the UK are treated as non-EU items. This means, if you are sending items from the UK to Hungary, necessary import taxes and customs rules will apply. Goods must be declared to customs authorities at the first port of entry into the Navigating the complexities of EU shipping is SAMOS’ area of expertise, get in touch for help.
What our experts say
“Since the pandemic, e-commerce in Hungary has maintained its momentum. There is a lot of potential in the growing market.”
Simon Perkins, Commercial Director, SAMOS.
To find out more about how SAMOS can help you achieve fast and cost effective deliveries to Hungary get in touch today
1. https://www.statista.com/topics/6365/e-commerce-in-hungary/
2. https://www.statista.com/topics/6365/e-commerce-in-hungary/#editorsPicks
3. https://www.statista.com/topics/6365/e-commerce-in-hungary/#editorsPicks
4. https://ecommercenews.eu/ecommerce-in-europe/ecommerce-hungary/
5. https://www.statista.com/topics/6365/e-commerce-in-hungary/#editorsPicks
6. https://ecommercegermany.com/blog/european-ecommerce-overview-hungary
7. https://ecommercenews.eu/ecommerce-in-europe/ecommerce-hungary/
8. https://ecommercegermany.com/blog/european-ecommerce-overview-hungary
9. https://www.trade.gov/country-commercial-guides/hungary-consumer-electronics-and-ecommerce
10. https://www.trade.gov/country-commercial-guides/hungary-consumer-electronics-and-ecommerce