5.4 million Hungarian online buyers, including 91% adult users

In 2016, the size of Hungarian e-commerce reached 427 billion forints (Hungarian currency), equivalent to 1.38 billion Euros. More people are shopping online and the average order volume is increasing.

The number of online shoppers in Hungary has increased by 800,000 per cent to 5.4 million since the last survey in May 2017, according to a new survey conducted by research firm eNet, according to media sources. The survey data means that 91% of adult Internet users in Hungary have recently been using shopping online.

Hungarian consumers typically shop online for IT and entertainment electronics, clothing, toys, gifts and large household appliances.

It is reported that 58% of Hungarian shoppers will order mobile phones and accessories online, 57% of consumers will buy clothes, 53% of consumers will buy toy gifts.


In addition, e-commerce in Hungary grew by about 18% last year and now accounts for 4.5% of the country’s total retail sales. ENet Recent research shows that e-commerce in Hungary was worth 1.65 billion Euros in 2017. Online shoppers in Hungary spend about 1.21 billion Euros on foreign e-commerce sites. Over a period of 10 years, Hungary’s domestic e-commerce revenue has grown from about 140 million Euros to 1.65 billion Euros now.

Currently, about 3.1 million Hungarians have purchased goods from foreign e-commerce websites, such as Amazon and Aliexpress, accounting for 58% of online shoppers in Eastern European countries.

eNET research also shows that Courier service is still Hungary’s preferred method of delivery. Other delivery methods, including physical stores or sellers’ outlets, are also popular with consumers.

It is worth noting that about 51% of Hungarian consumers are accustomed to non-cash payments, while 19% are used to paying in cash, both of which are available to 30% of the population.