Hungarian e-commerce market: development over the past decade

Bernadett Sardi

Online shopping and e-commerce have experienced a rapid global boom over the past decade. Consequently, it had a great impact on Hungarian shopping habits as well. People went from wondering in stores, spending all afternoon in a supermarket to a few clicks on the internet.



Hungarian Online Shopping: Trends and concerns

As stated by Gemius Hungary has the 4th biggest e-commerce traffic in the Central Eastern European region, after Poland, the Czech Republic and Slovakia. Furthermore, Hungary has the “oldest online population” in the region as 16% of the purchases is made by the age group 50+.
Despite the massively growing number of online shoppers most Hungarians still do not trust online payments. According to a research conducted by eNET 58% of customers who order online prefers to pay cash at delivery. However, banks are constantly working on making e-payments more common and above all safer. The same study claims that the biggest concern after the payment method is the cost of shipping. Moreover, for half of the customers the time of delivery is a crucial factor.
Surprisingly studies have proven that the most wanted category online is toys, hobby and DIY (do it yourself). Nearly half of the toy purchases happen online by now. While the least trusted category is clothes. The major part of the Hungarian population still prefers to try the clothes on, check the quality before paying for the product. However, the amount of clothing purchased online is experiencing a steady growth. Online shoppers seem to trust CE and IT products ordered online as that is the segment which has grown the most between 2015 and 2017. Huge and well-trusted companies, such as Media Markt have developed web-shops to keep up with the growing trend of ordering online.



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