Reaching Hungarian Consumers Online

Thinking of selling to the Hungarian market?

You might find the following data useful.

1. E-commerce sales and customers

  • Hungarian consumers are tending to increasingly favour online shopping. This sector had a turnover of EUR 1.6 billion in 2017, accounting for more than 5% of total distribution trade.

  • Online shoppers in Hungary are not restricting their purchases to domestic online stores, and foreign online stores continue to attract an increasing number of visitors from Hungary. Here, consumers tend to prefer foreign brands.

  • Some of the most popular and biggest online stores in Hungary are Tesco, Media Markt, eMAG,, Mall, Tesco, Libri-Bookline and Ujjé.hu. About 92% of Hungarian businesses sell their products or services on their own website or mobile application, according to data from Eurostat. The rate is well over the 85% average for the EU as a whole.

Nearly 7 million Hungarian users are expected to be shopping online by 2022

    • In the Hungarian e-commerce market, the product categories ICT, consumer electronics, clothing and sportswear, toys and gifts as well as home appliances are the ones that generate the most sales.

    • As of 2017, there were 5.85 million e-commerce users in Hungary, with an additional 1.04 million users expected to be shopping online by 2022 (Statista).

    • Half of all online buyers consider the delivery time as important when deciding on the delivery method, while easy access to the pickup point is considered the least important. About 73% of online orders in Hungary was delivered by a courier service, with cash on delivery as the preferred payment method (47%). Money transfer and bank transfer were less used.

Usage of social network: among the highest in Europe

2. Social media

  • About 83% of Hungarian internet users between the ages of 16 and 74 use social networks, a rate among the highest in the European Union. As far as the age group between 16 and 24 years is concerned, the rate of social network usage was 97%, and a still high 55% for older users aged between 65 and 74 (data from Eurostat).

  • Social media apps are used by the largest number of people, and they are also used the most frequently: three-quarter of the 4.7 million smartphone users use them at least daily, 8% of them hourly, 54% more than once a day and 13% once a day (eNet).

  • In Hungary, Facebook is the most widely used social network, with 5.3 million users recorded in March 2016, according to a survey by MediaQ. It is followed by YouTube (3.2 million users), Google+ (1.7 million users), Instagram (942,000 users), Pinterest (837,000 users), LinkedIn (711,000 users) and Twitter (631,000 users).

  • Facebook also leads the field of online messaging apps: 80% of Hungarian smartphone users use Messenger, of which 62% do it at least daily. Other popular messaging platforms are Viber (62%), Skype (39%) and WhatsApp (20%).

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