Online share of total retail trade revenue in Hungary 2013-2024

The online share in Hungary’s retail trade revenue has increased considerably since 2013. The figure peaked at over 10 percent in 2021. However, the following years recorded slightly lower values, and the share of online retail trade totaled nine percent in 2024. 

What motivates Hungarians to shop online?

According to a 2023 survey, Hungarians found the comparability of prices to be the biggest advantage of online shopping. Furthermore, 47 percent of respondents liked to shop online because they could easily access products located on the other side of the country. Nevertheless, only every fourth respondent considered access to products offered only in foreign countries a main advantage. 

Which are the leading e-commerce product categories?

When asked about the products purchased online over the past year, 47 percent of Hungarians chose shoes and clothing articles in 2023. Medicated preparations were the second most popular online product category, followed by food and beverages, which had been purchased by over 30 percent of the respondents. In comparison, only 14 percent of survey participants purchased DIY and construction materials online.