PwC E-toplist: The largest and most well-known online retailers

By: Trademagazin Date: 2025. 06. 19. 13:10

4 categories: largest, FMCG, Hungarian, best-known – PwC Hungary published the 2024 ranking of the most successful e-retailers on June 19 at a professional event attended by more than 40 top merchants. The E-toplist event also presented the 2024 results of the Digital Commerce Outlook survey, and discussions covered legal regulations for e-commerce, data-driven loyalty programs, and cybersecurity risks in online trade.

10 Years of the E-toplist

Since 2015, PwC Hungary’s Digital Commerce team (formerly GKID) has published annual rankings of the highest-grossing online retailers operating in the Hungarian market. The 2024 E-toplist recognized the most successful market players in four categories at the event held at PwC’s Budapest headquarters.

In her welcome speech, Ildikó Cserjés-Kopándi, lead manager and host of the event, noted that while the first survey included only 1,400 webshops, today the number is in the tens of thousands.

“Those who can stay afloat in today’s fierce competition definitely deserve recognition, as they are driving forward both Hungarian and regional e-commerce.”

Gergely Márkus, Country Manager for Mastercard Hungary and Slovenia, a professional partner in the E-toplist research, also emphasized the borderless nature of digital commerce: “I am proud to say that all 44 retail companies named on the E-toplist hold leading positions in their segments despite the increasingly globalized, borderless, and challenging digital commercial environment, setting an example for the digital commerce industry, consumers, and the Hungarian economy as a whole.”

New Market Leader Among the Largest E-retailers

Based on 2024’s online retail turnover, Hungary’s largest webshop is the Czech-based Alza.hu, overtaking the previous leader eMAG. Alza demonstrated market leadership through the largest annual revenue growth within the top 15, as well as the highest percentage and nominal transaction growth across all three rankings.

The second-largest e-retailer was Kifli.hu, also with a Czech parent company, followed by MediaMarkt in third place. Two newcomers – BestByte (11th) and Rossmann (14th) – made their first appearance in the overall top list.