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In Hungary, the share of online shoppers grew significantly between 2010 and 2024. The number of e-commerce users in the country shot up in 2020 due to the coronavirus (COVID-19) pandemic, and the share of online shoppers in the total population reached over ** percent by 2024. In comparison, less than ** percent of Hungarians were online shoppers in 2019. 

How important are online sales for enterprises?

Enterprises operating in Hungary source a considerable share of their revenue from online sales; however, this figure has declined over the past couple of years. In 2024, e-commerce sales accounted for ** percent of enterprises’ revenue, compared to ** percent recorded in 2019. When it comes to online sales channels’ share in Hungary’s total retail trade revenue, figures peaked in 2021 at over ** percent. By 2024, the e-commerce share in retail trade decreased to **** percent.

Leading online marketplaces in Hungary

In 2022, eMag was the leading online marketplace in Hungary based on the number of webshops using the platform. It was followed by Facebook Marketplace and Árukereső, with over ** percent of Hungarian online retailers using them. In the past decade, the Romanian-founded marketplace, eMag, has grown into a key player in the region, establishing a strong presence in Bulgaria and Poland as well.