Hungary’s e-commerce market has surpassed a major milestone, with total online retail turnover exceeding HUF 2 trillion (EUR 5.7 billion) by the end of 2025. According to the latest report by PwC Hungary, the sector has moved beyond the turbulence of recent years and entered a more mature phase characterised by steady growth, stronger consumer activity and increasing international competition.
The consultancy’s Online Retail Big Picture report shows that Hungarian e-commerce sales, including purchases from foreign retailers, reached HUF 2,092 billion in 2025. The first quarter of 2026 then brought further momentum, with domestic online retail expanding by more than 14%.
While growth continues, the drivers behind it have changed. Online shopping now accounts for a stable 9–10% share of Hungary’s total retail market, suggesting that future expansion will depend less on attracting new online shoppers and more on encouraging existing customers to buy more frequently.
“The Hungarian e-commerce market has reached a turning point,” said Norbert Madar, head of PwC Hungary’s e-commerce team. “While its size has become significant for the wider economy, competition is increasingly being shaped by global players, cross-border operations and customer experience.”
Foreign platforms gain ground
One of the most significant trends identified in the report is the growing importance of cross-border purchases. Orders from foreign online retailers now account for nearly 18% of total e-commerce turnover and almost a quarter of all transactions in Hungary.
According to PwC, this reflects a structural shift rather than a temporary trend, highlighting the increasing integration of Hungary’s online retail market into the global economy.
International marketplaces, particularly those from Asia, have introduced a new competitive landscape in which pricing, product selection and logistics performance are all crucial factors. Chinese marketplace Temu alone is estimated to account for nearly 9–10% of the entire Hungarian e-commerce market.
Szabolcs Timár, a PwC expert, said strengthening domestic online commerce and the local digital services ecosystem will be essential for maintaining Hungary’s long-term economic competitiveness.
A small group of shoppers drives most sales
Despite around 4.4 million people shopping online in Hungary, the report highlights a high degree of concentration among consumers. Roughly one quarter of online shoppers are responsible for nearly 80% of all parcel deliveries.
This means future market growth will largely depend on increasing purchase frequency among existing customers rather than bringing new consumers online.
The concentration also creates risks, as overall market performance depends heavily on the spending habits of a relatively small group of active shoppers. Retailers are therefore placing greater emphasis on customer engagement and loyalty programmes.
Marketplaces become dominant
PwC also points to the growing influence of online marketplaces, which increasingly function as complete ecosystems by integrating sales, payments and logistics services.
Consumers are attracted by transparent pricing, extensive product ranges and easy comparisons between sellers. However, differences in service quality remain, particularly regarding returns and warranty-related processes.
As a result, many retailers are expected to adopt hybrid strategies that combine their own webshops with marketplace presence.
Parcel lockers overtake home delivery
Logistics has become a key competitive factor in the e-commerce industry, with fast and flexible delivery now directly influencing customer satisfaction and repeat purchases.
One of the clearest signs of this shift is the rapid rise of parcel lockers. In 2026, nearly half of Hungarian online shoppers prefer collecting orders from automated parcel lockers rather than receiving them at home.
The number of parcel lockers nationwide has surpassed 10,000, and they now handle the vast majority of fixed-point deliveries. Flexible collection times, predictable delivery windows and simple return options have become standard customer expectations.
“The boundaries between domestic and international retailers have practically disappeared from the customer’s perspective,” said PwC expert Ildikó Kopándi Cserjés. “Consumers now prioritise price, selection, speed and convenience rather than whether a product comes from Hungary or abroad.”
Cautious optimism for 2026
According to PwC’s survey, Hungarian webshops expect average revenue and order growth of 11–12% in 2026. While businesses remain optimistic, uncertainty has not disappeared entirely.
The focus of risk is shifting away from broad macroeconomic concerns towards more direct business challenges, including consumer purchasing power, operating costs and intensifying competition.
In an increasingly platform-driven and globalised market, PwC concludes that the winners will be those retailers capable of adapting quickly and turning customer experience into a lasting competitive advantage.
If you missed it: Does July mark the end of cheap Temu shopping? Hungary to introduce new tariff on products outside of the EU
