Location becomes a competitive factor in e-commerce

By: Trademagazin Date: 2025. 06. 06. 11:49

As digitalisation and consumer expectations evolve rapidly, logistics and warehousing have become key competitiveness factors in e-commerce — no longer merely operational necessities. At the 21st E-commerce Conference in Esztergom, major players such as Allegro, eMag, Foxpost, Alza.hu, Kifli.hu, Euronics, and HAD Group shared insights on how logistics infrastructure and site selection can become real business advantages.

Infrastructure as a strategic tool

“A warehouse is more than a storage facility: it can be a growth platform,” emphasised Tibor Lőrincz-Hadnagy, Partner and Business Development Director of HAD Group. Developments by RaktárAD — such as the industrial condominiums in Vecsés and Alsónémedi — offer scalable, tailor-made spaces that meet the needs of e-commerce businesses, with the option of ownership. The concept is based on a low entry threshold and modular expansion, allowing businesses to scale operations in sync with their turnover — without needing to relocate.

Location determines success

Delivery speed, workforce availability, and logistics cost optimisation all depend on the location of the operational base. RaktárAD’s facilities are located near major transport hubs and the Liszt Ferenc International Airport, enabling even same-day delivery. HAD Group is also planning expansion into the northern and western suburbs of Budapest — notably Dunakeszi and Budaörs — with new-generation warehouses.

Industrial condominiums as business ecosystems

RaktárAD’s model goes beyond simple property rental. These new industrial condominiums operate as business incubators, connecting to institutions such as the Budapest Chamber of Commerce and Industry (BKIK) and the National Association of Entrepreneurs and Employers (VOSZ). Tenants gain access to advisory and financial services, shared logistics, and energy solutions — allowing them to grow on their own terms in a supportive professional environment.

In-house logistics vs outsourcing

Owning a warehouse gives SMEs complete control over their supply chains, supports tailored processes, and eliminates dependence on external partners. HAD Group’s modular facilities can be divided into 200–600 m² units within 2000–3000 m² halls — ensuring cost-efficiency and operational stability, especially for small and medium-sized businesses looking for scalable, future-proof infrastructure.

Growing e-commerce penetration: new pressures

According to István Zabari, CEO of Lumenet and President of Ecommerce Hungary, 9.8% of products in Hungary are sold online — compared to nearly 15% in the EU and over 50% in some regions of China. The question is no longer if Hungarian businesses will go digital, but how they can remain competitive in the long run. Strong logistics capabilities, digital transformation, and a willingness to collaborate are becoming critical success factors.

A smart investment

Newly built industrial properties in prime logistics locations offer low depreciation and stable yields. While residential properties have appreciated by 300% in the past decade, industrial assets have increased by 200%, with rental prices doubling in both categories. Developments by HAD Group and its Belgian-Hungarian partner WLP (Weerts Logistics Park) — such as the 4,400 m² “H” building in Alsónémedi — reflect this long-term, value-driven development approach.