As Hungarians become more comfortable with online shopping, e-commerce should continue to see current value sales rise at an impressive pace throughout the forecast period. The trend towards busier lifestyles and further improvements in economic conditions will also help to drive growth, as will the entry of new players.
The expanding offer of buy now pay later (BNPL) services will remain an important driver of growth in e-commerce current value sales over the forecast period. This type of credit facility is becoming more widely available from both international providers like Klarna and local start-ups such as PastPay, InstaCash and IzzyPay.
The forecast period is likely to see more store-based grocery retailers in Hungary outsource delivery services to third-party logistics providers such as Wolt, Foodpanda and Dodo. This strategy should help leading supermarkets and hypermarkets chains to improve the efficiency of their e-commerce operations and reduce associated costs, which will in turn strengthen their price competitiveness.
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Understand the latest market trends and future growth opportunities for the Retail E-Commerce industry in Hungary with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retailing, are captured in Streaming Services E-Commerce. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such a service is captured in Other E-Commerce. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, while the delivery fees associated with such services are included in Other E-Commerce. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See all of our definitionsThis report originates from Passport, our Retail E-Commerce research and analysis database.
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