E-commerce in Hungary

E-commerce

E-commerce market

E-commerce in Hungary was worth EUR 1.65 billion in 2017. In a 10 years span, the domestic e-commerce revenue in Hungary grew from about EUR 140 million to 1.65 billion in 2017 (E-Commerce Hungary Conference by eNet). The online share in retail is also increasing, with 6.2% of total retail sales that were made online in 2017. Some of the most popular and biggest online stores in Hungary are Tesco, Media Markt, eMAG, Vatera.hu, Mall, Tesco, Libri-Bookline and Ujjé.hu. About 92% of Hungarian businesses sell their products or services on their own website or mobile application, according to data from Eurostat. The rate is well over the 85% average for the EU as a whole.

Social media

About 83% of Hungarian internet users between the ages of 16 and 74 use social networks, a rate among the highest in the European Union. As far as the age group between 16 and 24 years is concerned, the rate of social network usage was 97%, and a still high 55% for older users aged between 65 and 74 (data from Eurostat). Social media apps are used by the largest number of people, and they are also used the most frequently: three-quarter of the 4.7 million smartphone users use them at least daily, 8% of them hourly, 54% more than once a day and 13% once a day (eNet). In Hungary, Facebook is the most widely used social network, with 5.3 million users recorded in March 2016, according to a survey by MediaQ. It is followed by YouTube (3.2 million users), Google+ (1.7 million users), Instagram (942,000 users), Pinterest (837,000 users), LinkedIn (711,000 users) and Twitter (631,000 users). Facebook also leads the field of online messaging apps: 80% of Hungarian smartphone users use Messenger, of which 62% do it at least daily. Other popular messaging platforms are Viber (62%), Skype (39%) and WhatsApp (20%).