Hungary Country Commercial Guide
Learn about the market conditions, opportunities, regulations, and business conditions in hungary, prepared by at U.S. Embassies worldwide by Commerce Department, State Department and other U.S. agencies’ professionals
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Distribution and Sales Channels
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Unlike the rest of Hungary, Budapest’s retail sector has many prestigious superstores, shopping centers, hypermarkets, and supermarkets. The most successful distribution companies in Hungary are wholly owned subsidiaries of international chains such as Auchan, Tesco, Lidl, Aldi, DM, Rossmann, OBI, Praktiker, and IKEA just to name a few. The typical distribution channel in Hungary is for importer-wholesalers to service retailers and end-users directly. B2B and B2C are rapidly expanding.

Hungarian agents or distributors usually look to and rely on foreign partners to share the marketing and promotion expenses and to provide training and financing. Until recently, small, independent, family-owned shops dominated Hungary’s retail sector, especially in the less populated parts of the country. Thousands of these shops continue to serve rural populations, posing logistical challenges for distributors and suppliers. However, medium-sized, financially well-established heavy-discount chains are making headway in Hungary’s retail sector with retail units present in smaller villages and other settlements. Such chains include Real grocery stores having 1093 shops, CBA with 1987 outlets, and Coop supermarket with approx. 2100 stores nationwide. Real, CBA and Coop are fully Hungarian-owned and have expanded into the neighboring regions. Discount food chain stores are also present in the market. Lidl has 210 stores nationwide; Aldi, 182; Penny Market, 230; and Spar/InterSpar operates close to 652 stores.

At the end of 2024, 39 shopping malls operated in Budapest, and another 92 outside of Budapest around the country.  The largest malls in Budapest are Etele Plaza, Allee, Arena, Arkad, Mammut, MOM Park, WestEnd. 

Companies interested in investment and trade issues can also contact the Hungarian Investment Promotion Agency (HIPA) and the Hungarian Export Promotion Agency (HEPA). HIPA has the authority to enhance foreign direct investment into Hungary, while the Trade House strives to seek out new markets and opportunities for Hungarian enterprises and supports Hungarian SMEs with business development services such as export promotions abroad.

For the latest Investment Climate Statement (ICS) which includes information on investment and business environments in foreign economies pertinent to establishing and operating an office and to hiring employees, visit the U.S. Department of Department of State’s Investment Climate Statement website.

Citing the boost e-commerce could give Hungary’s productivity and innovation, the Hungarian Government continues to place a high priority on advancing this sector. E-commerce had a slow start in Hungary but has been booming in recent years. The most developed segment is E-banking. Even though, in previous years, the new online shopper growth rate had slowed down, the pandemic has led to a significant growth in e-commerce. In 2024, Hungary’s e-commerce market experienced significant growth, reaching an estimated HUF 1.92 trillion (approximately EUR 4.8 billion) in total revenue, marking a 15% increase compared to the previous year. The top 15 e-retailers in Hungary collectively achieved a gross turnover of HUF 463.1 billion in 2024, reflecting a 12.4% rise from the previous year.  Online retail and web-shop concepts have been growing steadily since 2010. 

According to Eurostat data, around 79% of Hungarians shopped online in 2024. Products purchased most frequently online include clothing items, books, cosmetics, IT and electronic gadgets, insurance services, e-tickets, and holiday reservations.  More than 70% of orders included home delivery, and most Hungarian online shoppers prefer cash payment upon delivery. Both males and females use online retailing equally. Most e-commerce revenue, nearly 40%, is generated in the last two months of the year before the holidays (Black Friday and Christmas).

In addition, the average value of online shopping carts is higher than that of traditional purchases. The average cart size increased from HUF 11,600 (USD 35) in 2023 to HUF 17,200 (USD 50) in 2024. Online customers are more inclined to spend a bigger sum in one go.  

In Hungary’s e-commerce market, the leading players in 2024–2025 are a mix of international giants, regional specialists, and strong local retailers. Alza.hu became the number one online retailer by turnover in 2024, overtaking eMAG, which had held the top position in previous years. Kifli.hu is rapidly growing in the grocery and fast-delivery sector, while MediaMarkt and Tesco remain major forces in electronics and food retail online. Rossmann has established itself strongly in the drugstore and FMCG category. Among Hungarian-owned businesses, Euronics, Aqua Webáruház, iPon, and Pepita.hu are significant players, with Pepita.hu showing especially fast growth. At the same time, global platforms such as Temu and Shein have gained considerable traction with Hungarian consumers. Overall, Hungary’s e-commerce is dominated by Alza, eMAG, and Kifli in general turnover, with grocery and FMCG contributing heavily to online growth.

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