Online sales of food, household goods and drugstore products grew by almost 45% in Hungary in the first nine months of last year, and this sector grew fastest in online retail in 2021, according to a research by GKI Digital Online Retail Big Picture.
According to the summary sent to the state news agency MTI, gross sales of more than HUF 75 billion in the first three quarters of last year, combined with a similar growth in the fourth quarter, will mean more than HUF 110 billion in gross revenues in the Hungarian online market for daily consumer goods in 2021. This makes the daily consumer goods segment the fourth largest online segment in the Hungarian market after the technical goods, clothing and toys/gifts categories.
According to the results of the survey, Hungarian online shoppers are increasingly confident in ordering even fresh food from the internet, with durable household goods topping the popularity list. The most popular items among online shoppers are cleaning products, household chemicals, beauty products, and medicines, vitamins and health products. In fifth place were durable foodstuffs after toilet paper, napkins and stationery.
The age breakdown of the survey showed that the older age group, over 60, is more regular, with 18% of them doing their weekly shopping online and 29% of them doing their monthly shopping online.
The shopping habits of 18–24-year-olds are significantly different, with 51% of them not scheduling their online shopping, and 51% buying daily consumer goods online when they do not feel like or have time to go to the shops.
Women, 30–39-year-olds and people living in Budapest have above average rates of online shopping for daily consumer goods.
The largest proportion of respondents, 36%, choose which online store to buy their daily consumer goods from based primarily on the price of the products, but almost as many, 34.1%, make a choice based on previous experience. Previous positive experiences are particularly important for users aged 60 and over, with the highest proportion of 46% choosing an online store based on positive experiences rather than price.
The ease of use of the website and the predictability and speed of delivery are also very important when ordering consumer goods online.
When shopping online for food and other household goods, one in two respondents are most annoyed if the quality of the products delivered is not good, 40% find the unavailability of customer service frustrating and the same proportion find it problematic if they receive a substitute for the original product.
41% of online shoppers ordering daily consumer goods choose delivery within 2-3 days. Almost a quarter of shoppers sometimes request same-day delivery, sometimes later, and 21.3% do not insist on a fixed time window, taking delivery when the product arrives.
Few people still shop online for their daily groceries in Hungary, with only 7.6% of those ordering daily consumer goods preferring same-day delivery, another 2.1% expecting delivery within a few hours and another 2% wanting to receive their products within an hour, similar to restaurant delivery orders.
All of the primary research data presented in the Online Retail Big Picture report is representative of the 3.5 million active Hungarian online shoppers in terms of gender, age, place of residence and education.
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