120 million online orders in 2025, 8% domestic and 22% import growth: here is the most comprehensive domestic research on e-commerce

By: Trademagazin Date: 2025. 12. 17. 11:12

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The Hungarian online commerce market was taken over by global players in 2025: the share of import orders mainly coming from China – thanks to the 20-22% annual growth rate – could account for 24% of the total Hungarian e-commerce volume. Meanwhile, according to PwC, the turnover growth of EU and domestic retailers will end the year within a range of only 6-7%.

Hungarians’ e-commerce spending in 2025 could reach HUF 2,100 billion. The leader in import e-commerce driving growth remains Temu: the number of Hungarian customers ordering from the Chinese giant was already 2.1 million by the end of 2025, and the platform was able to strengthen its 2024 results in both order number and basket value. Customers are becoming more aware, but impulsive, action-driven online ordering has never been so strong. Domestic retailers also see a way out of the shadow of global players in drastically improving the customer experience – this is revealed in PwC’s second Digital Commerce Outlook study, published with the support of the Digital Commerce Association.

The Hungarian e-commerce market is undergoing a paradigm shift: import-driven growth, led by Chinese platforms, is fundamentally reshaping competition. Domestic and EU players must adapt to the new environment, where speed, innovation, and customer experience and loyalty will be the keys to success. In 2024, the total Hungarian online retail turnover reached 1.948 billion forints, of which the import segment already accounted for 330 billion forints. By 2025 – although only 3 quarters of closed data are available – based on customer surveys and logistics package volumes, PwC expects annual turnover to reach HUF 2,100 billion. The share and importance of imports will continue to grow, reaching up to 24% in terms of orders in 2025.

“Taking into account domestic, EU and non-EU import orders, Hungarian customers placed more than 120 million online orders in 2025, which is an increase of about 8% compared to 2024. The expansion is caused by the strengthening of import trade volume, which is more than 22% shows a year-on-year increase compared to 2024. The moderate growth of domestic and EU online retailers is also worrying because in the transforming market, international competition poses an increasing challenge for them, especially in the areas of prices, logistics and customer experience”
– highlights one of the most important findings of the Digital Commerce Panorama by Norbert Madar, Head of the Digital Commerce Advisory Team at PwC Hungary.

Hungarian e-retailers should do well in the face of increasing competition

The Digital Commerce Overview once again tries to provide a comprehensive insight into the operation and trends of the e-commerce ecosystem from several angles. As part of the research, PwC experts also interviewed the leaders of the largest e-commerce companies operating in Hungary. Based on their responses, the biggest challenges were the unpredictable domestic economic environment (mentioned by 82%), the decline in purchasing power (82%), marketing costs (74%), and the increase in purchase prices (53%), as well as the increasing number of foreign, Chinese e-commerce merchants.