Hungarian e-commerce sales reached HUF 2,100 billion last year, up by 9.3% from 2024 and increasing tenfold compared to 2015, PwC Magyarország lead manager Norbert Madár said on Thursday citing the company’s report on the topic at an awards ceremony.
As MTI reports, turnover of domestic e-retailers exceeded HUF 1,700 billion in 2025, a 4.2% increase from the previous year. Foreign web stores outside the European Union achieved a turnover of almost HUF 400 billion, 13.6% more than in 2024.
Some 4.4 million Hungarian shoppers made 123 million orders last year, of which domestic orders accounted for 94 million.
Norbert Madár said the increasing role of imports is one of the most striking features of market growth. Foreign e-commerce orders account for nearly 18% of turnover and almost 24% of transactions. He noted that Temu processed 13 million orders last year and by now, 2.5 million Hungarians have used the site at least once.
Based on online retail sales in 2025, Alza.hu led the ranking of the companies. Kifli.hu was runner-up, followed by Media Markt.
E-retailers consider the decline in purchasing power and the increasing role of Chinese and foreign retailers to be their most significant challenges.
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