Security remains the most important consideration for 83% of Hungarian consumers when shopping online

In the rapidly changing e-commerce market, online shoppers are looking for payment solutions that combine security with convenience. According to Visa’s latest research, 8 out of 10 Hungarians consistently consider security to be the most critical payment feature, and 84% of online shoppers would switch to a new payment method if it offered greater security.

Convenience and simplicity – the key to customer satisfaction

Seamless experiences are already an expectation in Hungary.44% of Hungarians said they are more likely to abandon an online purchase if the process is too lengthy. 14% of European consumers also choose to abandon it when they have to manually enter their card details. 91% of respondents believe that having their preferred payment method available is important. As a result, merchants are under increasing pressure to minimize the hassle of the payment process. In order to remain competitive, they must offer a variety of payment options that provide convenience and choice.

Secure payments should be a foundation

“The digital payments market in Hungary is developing rapidly and consumers are increasingly prioritizing security and convenience. When every second counts when making payments, technologies like Visa Click to Pay, which are built on tokenization, are true pioneers. Tokenization effectively solves both challenges at once: replacing sensitive card data with unique, encrypted tokens reduces the risk of fraud and simplifies the payment process. For many merchants, this means higher sales conversions and fewer abandoned carts. Our mission is to make payments safer and easier – so that payment becomes an invisible step in every digital shopping experience, not an obstacle,”

– said Bence Sármay, Head of Visa Hungary.