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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eCommerce
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Hungary’s e-commerce sector is growing rapidly, and Hungary is the 57th largest market for eCommerce with a revenue of over USD 2.4 billion in 2023. Hungary’s domestic online retail turnover may increase 2.2 times by 2024. Even though the country is one of the fastest growing e-commerce markets in the region, it is still behind the EU average of 63%, as well as regional peers such as Poland and the Czech Republic. According to Eurostat data, around 70% of Hungarians shopped online in 2022, a good increase compared to 49% in 2019. Hungary’s shifting demographic might cause negative long-term consequences for online retail. The 20-39-year-old age group is forecast to be the fastest shrinking in the country. The creation of new access channels to grocery and non-food products could become a driving force in the future. 

The main online retailers in Hungary are  emag.hu - EMAG (merged with Extreme Digital), Alza, Tesco, and OBI, but stores like Ikea, Media Markt, H&M, Apple, Ecipő, Árukereső, Jófogás, and Vatera also play a major role. Local web shops generated USD 1.64 billion in turnover, more than 5% of the total national retail trade volume. The most popular product categories were electronics & media, food & personal care, toys/hobby & DIY fashion, furniture, and appliances. In 2021, EMAG led the first 3 categories with a 12.74% market share of the Top 100 online stores, followed closely by retailers with a focus on electronics & media, including Alza, Extreme Digital (edigital.hu) and MS-E Commerce mediamarkt.hu.  

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Global Business Navigator Chatbot Beta

Welcome to the Global Business Navigator, an artificial intelligence (AI) Chatbot from the International Trade Administration (ITA). This tool, currently in beta version testing, is designed to provide general information on the exporting process and the resources available to assist new and experienced U.S. exporters. The Chatbot, developed using Microsoft’s Azure AI services, is trained on ITA’s export-related content and aims to quickly get users the information they need. The Chatbot is intended to make the benefits of exporting more accessible by understanding non-expert language, idiomatic expressions, and foreign languages.

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