eMag has permanently closed its stores in Hungary – the company is focusing on the online marketplace

By: Trademagazin Date: 2025. 08. 26. 11:44

On August 22, the last Hungarian store of eMag, which operated in Etele Plaza, also closed its doors, reports 24.hu. The Kelenföld unit was previously considered the company’s flagship, but according to the company, in the future it will build exclusively on the online marketplace business model.

eMag began to reduce its physical presence in Hungary last year: at that time, it closed all its other units except for the Kelenföld store. However, this store has now also disappeared from the map, and customers are looking for it in Etele Plaza in vain.

According to the company’s statement, the marketplace model provides an opportunity to connect Hungarian businesses to the regional e-commerce network. After the company was founded in 2001, it became one of the fastest growing companies in Romania and later one of the largest online stores in Eastern Europe. It was launched in Hungary in 2013, acquired Extreme Digital in 2019, and opened a total of six stores in 2020–2021.

In addition to the closure of physical stores, the decline in online traffic is also noticeable: while eMag had the largest e-commerce traffic in Hungary last year, this year it did not even manage to make it into the top five.