Hungary e-commerce market hits €6bn

Hungary's e-commerce market reached HUF2.1 trillion (€5.95bn) in 2025, growing 9.3% year-on-year and expanding tenfold over the past decade, according to PwC's E-toplist ranking. The market is increasingly concentrated, with major foreign-based online retailers capturing a growing share while smaller local players face mounting competitive pressure. Domestic e-retailers' turnover exceeded HUF1.7 trillion (up 4.2%), while stores outside the EU saw turnover grow 13.6% to HUF400bn.