In 2024, the total Hungarian e-commerce market reached an estimated HUF 1,920 billion in revenue, marking a 15% growth according to the latest measurements. Of this, 17%—approximately HUF 330 billion—was generated by imports. Imports have clearly become the driving force behind growth, as domestic online retail expanded by only 10%. One-quarter of online orders are delivered through parcel lockers, while Temu emerged as the e-commerce platform with the largest customer base and the highest number of orders in 2024, according to the latest edition of PwC’s Digital Commerce Overview report.
The Hungarian e-commerce sector has undergone a transformation unprecedented in its nearly 25-year history. The development of e-commerce is no longer driven by domestic and EU-based retailers but by cross-border, import-driven commerce. Therefore, when discussing Hungarian e-commerce, it is essential to define what we mean by the term „market.”
A few years ago, Hungarian e-commerce primarily consisted of businesses operating within Hungary or EU merchants treating the country as a strategic market. Initially, international players were only an alternative for a narrow group of customers, but today, foreign shopping has become a serious competitor to the domestic market in terms of customer experience, speed, and service quality.
Imports Now Drive the E-commerce Market
In 2022 and 2023, e-commerce growth followed overall retail trends, failing to accelerate significantly due to high inflation and postponed purchases. However, in 2024, the trend reversed: with the rise of import commerce, Hungarian e-commerce became a two-polar system, where domestic and imported sales compete to shape the ecosystem.
According to available data, the total market generated approximately HUF 1,920 billion in 2024, marking a 15% annual growth. Domestic and EU-based retailers saw a 10% increase, reaching HUF 1,600 billion, while imports—primarily dominated by Temu—contributed an additional HUF 330 billion.
Temu’s operational model—fast delivery, easy returns, and continuous customer support—has significantly raised customer expectations. In response, domestic retailers are attempting to stay competitive not only through promotions but also by improving their services, such as offering faster logistics solutions.
Domestic Retailers Under Pressure
Hungarian consumers’ price sensitivity, coupled with the attractive pricing and service levels of global players, places significant pressure on local retailers. Temu’s success has underscored the fact that customers increasingly make purchasing decisions based on value-for-money considerations, while fast delivery and convenient service are now baseline expectations.
Changes can also be observed at the product category level: while FMCG and beauty sectors continue to grow (+24% and +23%, respectively), clothing, home furnishings, and DIY categories have seen a decline due to price pressures from imported goods and shifting consumer habits.
For domestic e-retailers, the biggest challenges include acquiring new customers, increasing purchase frequency, and managing capital constraints. Additionally, the growing competition from foreign players and the expansion of online marketplaces further increase the pressure on market participants.
2024 Was Temu’s Year in Hungary
Following European trends, Temu became one of the largest e-commerce platforms in Hungary within just a year. Industry data indicates that in 2024, Temu fulfilled more than 9 million orders, generating around HUF 110 billion in revenue, with an active customer base reaching 1.8 million.
Although Temu’s growth slowed somewhat in the final months of 2024 due to rising prices and currency fluctuations, its aggressive marketing campaigns successfully sustained high purchasing activity throughout the year.
In an e-commerce landscape dominated by global giants, Hungarian retailers face two main strategic options: either remain domestic players or pursue regional expansion. In countries like the Czech Republic and Poland, local companies embarked on international expansion years ago, providing a model that Hungarian businesses could follow.
Consumers Have Become More Conscious
The 4.2 million active Hungarian online shoppers can be categorized into three groups: occasional buyers (31%), infrequent buyers (38%), and regular buyers (31%). While shopping frequency has slightly declined, the majority of transaction volume—75% of all parcels—is generated by regular shoppers.
Economic pressures and inflation have made consumers more conscious: 54% now compare prices across different platforms, and 36% reconsider whether a purchase is truly necessary. The stagnation of average basket values further signals a rise in price sensitivity.
Technological innovation remains key to improving the e-commerce customer experience. In 2024, 39% of online purchases were prepaid, while cash-on-delivery transactions accounted for 61%. The adoption of parcel lockers also accelerated significantly, with one in four orders being picked up from such terminals, a trend driven partly by the rapid expansion of locker networks.
To maintain competitiveness in Hungarian e-commerce, rapid adaptation, continuous innovation, alignment with customer expectations, and regional expansion are crucial.
