Temu takes over: Hungarian online shoppers now spend more abroad than at home!

The Chinese giant Temu, together with other foreign e-commerce platforms, now collects more revenue in Hungary than all local webshops combined. Out of every 100 forints spent online, 52 already end up in the coffers of foreign companies.

The Chinese giant Temu, together with other foreign e-commerce platforms, now collects more revenue in Hungary than all local webshops combined. Out of every 100 forints spent online, 52 already end up in the coffers of foreign companies.

More than half of Hungarian bank card spending now flows to international platforms. Temu and similar marketplaces have expanded so rapidly that domestic retailers are struggling to keep up. According to a report by BiztosDöntés.hu, this marks the first time that Hungarians spend more abroad than at home.

Hungarian webshops under pressure

The latest statistics highlight the gap. The number of foreign online purchases jumped by nearly 30 percent in a single year, reaching more than 49 million transactions. Domestic webshops also grew, but at a much slower pace: between April and June, Hungarians made 54.2 million card payments at local online stores, just 4.7 percent more than a year earlier.

Major players on the Hungarian market include eMAG, MediaMarkt, Alza.hu, Libri and Tesco’s online shop. These sites still serve millions of customers, and many shoppers appreciate the faster delivery or the option of in-store pickup. Yet their advantage is slowly eroding, as they find it increasingly hard to compete with the aggressive pricing of global giants like Temu.

How Temu keeps shoppers coming back

The success of foreign platforms also lies in their marketing innovations. Temu, for instance, offers a layered coupon system where every purchase unlocks further discounts. Time-limited deals encourage quick decisions, while refunds such as free shipping credits make buyers feel as though every click brings a reward.