Market Intelligence
Consumer Goods Hungary eCommerce

Hungary E-commerce Soars

Online purchases in Hungary recently surpassed all other forms of spending, according to a Mastercard survey. Thirty-five percent of Hungarians said they had never bought as much online as during this time, along with 57% of Europeans. 

From March - June 2020, online purchases in Hungary surpassed all other forms of spending, according to a Mastercard survey. Thirty-five percent of Hungarians said they had never bought as much online as during this time, along with 57% of Europeans.  

According to the survey, Hungarians increased their presence in the virtual world during the Covid-19 public health crisis related lockdown: 40% more were using streaming services, watching movies or series on steaming platforms; 20% were taking fitness classes; and 15% took virtual tours of museums, travel destinations, and other sites of interest.  Attendance at virtual stand-up comedy shows and concerts was also highly popular in Hungary, resulting in a 30% increase of online viewing. Unsurprisingly, keeping in touch with other people has also shifted to online platforms, with 73% of Hungarians conducting video calls either with their families or as part of their jobs.

Hungarians have also made use of the extra time spent at home to learn new online skills or to learn new skills online. Thirty-nine percent of Hungarians have tried online banking for the first time during the lockdown; 25% have learned how to cook online or have taken online courses.  As for e-commerce, the number of people buying basic goods online increased by 36%, with the most popular categories across Europe as books (32%), hair-cutting tools (19%), and fitness equipment. In Hungary, online sales of books (23%) were followed by kitchen appliances (21%), and hair color and IT equipment (both 12%).

The survey also found that online customer habits closely reflected real-life behavior: 83% of Hungarians and 81% of Europeans who regularly hunt for major discounts in Do-It-Yourself (DIY) stores are also spending hours online looking for the best deals. About half of European customers remain loyal to stores frequented before the crisis, while in Hungary, 65% stick to their tried and trusted retailers.

Regarding security, 65% of Europeans and 59% of Hungarians have developed concerns about becoming victims of online fraud. To make purchases safer, 81% of Europeans and 84% of Hungarians bought from known sellers when possible, and more than 80% check website or customer reviews before buying.

For more information contact office.budapest@trade.gov

07/15/2020