E-commerce balance in the red

By: Trademagazin Date: 2025. 10. 28. 12:36

🎧 Hallgasd a cikket: Nyelv: Sebesség: 1.05×

Hungary’s digital foreign trade balance is strongly negative: domestic customers are increasingly spending in foreign online stores, while the exports of Hungarian e-retailers are only slowly expanding. The HungarEcomm Stars award recognizes the most globally competitive e-commerce companies whose performance can alleviate the digital trade imbalance.

The importance of e-commerce goes far beyond itself: the 40 companies awarded in 2025 represent barely one thousandth of domestic web stores, yet in 2024 they achieved online turnover of 258 billion forints, which is 20 percent of the entire Hungarian e-commerce market. Companies exporting to multiple countries grew four times faster than players operating exclusively domestically, according to PwC’s field analysis.

“E-commerce is one of the most important innovation incubators of the digital economy. With its technological innovation power, data-driven operation, rapid adaptability and culture based on continuous development, it directly strengthens the domestic digital ecosystem,” said László Szabó, founding partner of Growww Digital, which founded the award.

Hungarian global brand in 100 countries

A total of 15 companies received recognition in three categories, and this year, for the first time, international omnichannel companies with subsidiaries in Hungary were also eligible to enter.

Digital Star category: 1. Pepita Group Zrt. (pepita.hu); 2. Suller-Táp Kft. (kutyakajás.hu); 3. Webshop Global Kft. (pelenka.hu); 4. Leziter Kft. (homelux.hu); 5. iPon Computer Kft. (ipon.hu)

Local Omnistar category: 1. Euronics, 2. Praktiker, 3. Zákány Szerszámház, 4. Dockyard, 5. Reflexshop

Global Omnistar category: 1. IKEA, 2. MediaMarkt, 3. Rossmann, 4. dm, 5. iStyle

Special Export Award: BioTechUSA

“The BioTechUSA story is a good example of how a company built on Hungarian foundations can become a global success story in e-commerce. By building on domestic production, knowledge and a base of experts, the company was able to achieve international growth that now ensures a presence in more than 100 countries. Its development shows that Hungarian companies are also able to compete on a global level if they consciously build on export markets. Its success is an inspiring example for all domestic e-retailers”

– explained the decision to László Szabó.

Already being included in the list of 40 is a significant achievement by international standards: the companies had to meet strict professional and financial criteria and undergo a multi-criteria assessment by PwC, Oander and Growww Digital.

The most globally marketable Hungarian omnichannel and e-retailers – 2025 (in ABC order)

Alinda; Auchan; BestByte; BHP Gumi; BioTechUSA; Bortársaság; Brendon; Cosori; dm; Dockyard; Euronics; Forex; Fressnapf; Gammo; Heavy Tools; Homelux; IKEA; iPon; iSTYLE; JátékNet; Kutyakajás.hu; Kütyübazár; Libri; Libri-Bookline; Lumenet; MediaMarkt; Nutriversum; online Márkaboltok; Pelenka.hu; Pepita.hu; Petissimo; Praktiker; Reflexshop; REGIO JÁTÉK; Rossmann; SportSarok; Újház Bodrogi; Vágyaim.hu; Warnex; Zákány Szerszámház