Hungary's e-commerce market grew to HUF2.1 trillion (€5.95bn) in 2025, up 9.3% y/y and ten times larger than a decade ago, according to PwC's latest E-toplist ranking, digitalhungary.hu wrote on June 18. The consultant said the market is becoming increasingly concentrated with the largest online retailers, most foreign-based capturing a growing share of sales and smaller local players facing mounting competitive pressure.

Turnover of domestic e-retailers exceeded HUF1.7 trillion, up 4.2%, while the turnover of stores outside the EU grew 13.6% to HUF400bn.

Presenting the report, PwC lead manager Madar Norbert said some 4.4mn Hungarian shoppers made 123mn orders last year, of which domestic orders accounted for 94mn. Madar 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.

Czech-owned Alza retained its position as Hungary's largest online retailer, followed by grocery delivery platform Kifli.hu and electronics chain MediaMarkt. The combined turnover of the top 15 e-commerce companies rose 32% to HUF622bn, significantly outpacing overall market growth. The top three players now account for 13% of the entire market, while the top 10 generate one-quarter of total online sales.

PwC said growth is increasingly driven by scale, logistics capabilities and brand recognition, as competition shifts from simply attracting new customers to retaining existing ones and increasing purchase frequency.

Only around one-quarter of Hungary's 4.4mn online shoppers are regular users, but they generate nearly 80% of all parcel traffic. This also means that future growth by local e-commerce providers will hinge on retention and higher buying frequency.

International platforms continue to gain ground. Chinese marketplace Temu was ranked as the most recognised online shopping brand among Hungarian consumers and processed roughly 13mn orders in the country last year. By now, 2.5mn Hungarians have used the site at least once.

The report also pointed to the rapid expansion of marketplace models and delivery services. Wolt entered the overall top-10 ranking for the first time, reflecting the growing importance of multi-vendor platforms. Meanwhile, parcel lockers have become a mainstream delivery option, with nearly half of online shoppers now preferring automated collection points.

Kifli.hu continues to top the online FMCG ranking, followed by Tesco and Wolt. The top ten generated HUF192bn in sales and 8.1mn orders last year, up 39.2%.

PwC concluded that Hungary's e-commerce sector remains on a growth trajectory, but competition is becoming increasingly international, technology-intensive and concentrated among a handful of large players.

E-retailers consider the decline in purchasing power and the growing role of Chinese and foreign retailers as their most significant challenges.