More than half of Hungarians use price comparison sites when shopping online

By: Trademagazin Date: 2023. 09. 07. 12:43

A significant number of Hungarians shop online, 35 percent of those between the ages of 18 and 65 do so at least once a month, and 17 percent at least once a week, according to a recent representative survey by OTP Mobil and Reacty Digital. The results also highlighted that buyers are characterized by thoroughness and price sensitivity: more than two-fifths of them do not regret taking the time to get detailed information about the product or service before placing an order. However, proper information is also important from the other side, because mapping and understanding shopping habits is essential for a successful business and webshop operation.

The emergence of e-commerce and online marketplaces is becoming increasingly apparent. According to the latest OTP Mobil survey, three quarters of Hungarians aged 18-65 shop online at least a few times a year – 17 percent do so at least once a week, and 35 percent do so every month. In the case of products, fashion and technical goods are the most popular categories purchased online, while in the case of services, various subscriptions and hotel reservations are the most popular. It is characteristic of technical goods that they are selected on marketplaces above average, while accommodation is clearly the service that most people book through an intermediary site.

However, the shift towards digital commerce and the convenience and accessibility offered by online marketplaces does not mean that customers will put anything in their virtual cart without thinking. The research reveals that more than two-fifths (44 percent) of online buyers are especially thorough and take the time to find out before placing an order. This means, among other things, browsing the website of the online store, the various search pages, and the reviews. Women typically use 2-3 sources, while men use 4 or more sources, which helps them ensure that they order the product/service that best suits them.