E-commerce market in Hungary

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Hungary is a country located in Central Europe, a member of the European Union and the Schengen Area. Territorially, it's more than three times smaller than Poland, but like us, it has no shortage of neighbors (it borders seven countries). It is considered an upper-middle-income country with a very high human development index. Its official italy cell phone database language is Hungarian, and its official currency is the forint.The Hungarian e-commerce market is growing at an impressive pace, and all signs point to its peak years still to come. It's estimated that over 85% of Hungarians have internet access , creating a solid base of potential customers.

Source: Digital 2025: Online shopping still popping

Expanding into Hungary can be very beneficial, as online marketing and running an online store are relatively simple and inexpensive . However, it's important to remember the specifics of this market. International stores must contend with the strong position of local players and one of the highest VAT rates in the world, at 27%.

Hungary's online share in consumer spending (February 2025)





Hungary's share of online consumer goods sales is 5.8%, placing the country in the lower half of the ranking, between Croatia (5.9%) and the Philippines (5.8%). This figure is significantly lower than the global average of 17.3%, indicating that the Hungarian e-commerce market in this segment is still in its infancy and has significant growth potential . This means that traditional brick-and-mortar retail still plays a dominant role, which also presents a significant opportunity for online companies to gain market share in the future.