E-Commerce (Goods) in Hungary

April 2022
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Overview:

Understand the latest market trends and future growth opportunities for the E-Commerce (Goods) industry in Hungary with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

If you're in the E-Commerce (Goods) industry in Hungary, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The E-Commerce (Goods) in Hungary report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of E-Commerce (Goods) in Hungary?
  • Which are the leading retailers in E-Commerce (Goods) in Hungary?
  • How are products distributed in E-Commerce (Goods) in Hungary?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Hungary?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?

E-Commerce (Goods) in Hungary - Category analysis

KEY DATA FINDINGS

Another record year for e-commerce
E-commerce manages to save store-based retailers
New customs clearance process makes non-EU cross-border purchases more expensive
COVID-19 pandemic has transformed the way in which people shop
Constant flow of new entrants to e-commerce
Multichannel approach to attract the widest range of consumers and meet all needs
Table 1 E-Commerce (Goods) by Channel and Category: Value 2016-2021
Table 2 E-Commerce (Goods) by Channel and Category: % Value Growth 2016-2021
Table 3 E-Commerce (Goods) GBO Company Shares: % Value 2017-2021
Table 4 E-Commerce (Goods) GBN Brand Shares: % Value 2018-2021
Table 5 Forecast E-Commerce (Goods) by Channel and Category: Value 2021-2026
Table 6 Forecast E-Commerce (Goods) by Channel and Category: % Value Growth 2021-2026

Retailing in Hungary - Industry Overview

Retailing in 2021: COVID-19 still determines all aspects of retailing
E-commerce keeps retailers afloat
2021 sees improved consumer sentiment and better household financial position, driving a rebound
What next for retailing? – Uncertainties are here to stay
Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2021
Physical retail landscape
Cash and carry
Table 7 Cash and Carry Sales: Value 2016-2021
Seasonality
Black Friday
Christmas
Back-to-school
Payments
Delivery and collection
Emerging business models
Table 8 Sales in Retailing by Store-based vs Non-Store: Value 2016-2021
Table 9 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2016-2021
Table 10 Sales in Store-based Retailing by Channel: Value 2016-2021
Table 11 Sales in Store-based Retailing by Channel: % Value Growth 2016-2021
Table 12 Store-based Retailing Outlets by Channel: Units 2016-2021
Table 13 Store-based Retailing Outlets by Channel: % Unit Growth 2016-2021
Table 14 Sales in Non-Store Retailing by Channel: Value 2016-2021
Table 15 Sales in Non-Store Retailing by Channel: % Value Growth 2016-2021
Table 16 Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 17 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 18 Sales in Grocery Retailers by Channel: Value 2016-2021
Table 19 Sales in Grocery Retailers by Channel: % Value Growth 2016-2021
Table 20 Grocery Retailers Outlets by Channel: Units 2016-2021
Table 21 Grocery Retailers Outlets by Channel: % Unit Growth 2016-2021
Table 22 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2016-2021
Table 23 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 24 Sales in Non-Grocery Specialists by Channel: Value 2016-2021
Table 25 Sales in Non-Grocery Specialists by Channel: % Value Growth 2016-2021
Table 26 Non-Grocery Specialists Outlets by Channel: Units 2016-2021
Table 27 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2016-2021
Table 28 Mixed Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 29 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 30 Sales in Mixed Retailers by Channel: Value 2016-2021
Table 31 Sales in Mixed Retailers by Channel: % Value Growth 2016-2021
Table 32 Mixed Retailers Outlets by Channel: Units 2016-2021
Table 33 Mixed Retailers Outlets by Channel: % Unit Growth 2016-2021
Table 34 Retailing GBO Company Shares: % Value 2017-2021
Table 35 Retailing GBN Brand Shares: % Value 2018-2021
Table 36 Store-based Retailing GBO Company Shares: % Value 2017-2021
Table 37 Store-based Retailing GBN Brand Shares: % Value 2018-2021
Table 38 Store-based Retailing LBN Brand Shares: Outlets 2018-2021
Table 39 Non-Store Retailing GBO Company Shares: % Value 2017-2021
Table 40 Non-Store Retailing GBN Brand Shares: % Value 2018-2021
Table 41 Grocery Retailers GBO Company Shares: % Value 2017-2021
Table 42 Grocery Retailers GBN Brand Shares: % Value 2018-2021
Table 43 Grocery Retailers LBN Brand Shares: Outlets 2018-2021
Table 44 Grocery Retailers LBN Brand Shares: Selling Space 2018-2021
Table 45 Non-Grocery Specialists GBO Company Shares: % Value 2017-2021
Table 46 Non-Grocery Specialists GBN Brand Shares: % Value 2018-2021
Table 47 Non-Grocery Specialists LBN Brand Shares: Outlets 2018-2021
Table 48 Non-Grocery Specialists LBN Brand Shares: Selling Space 2018-2021
Table 49 Mixed Retailers GBO Company Shares: % Value 2017-2021
Table 50 Mixed Retailers GBN Brand Shares: % Value 2018-2021
Table 51 Mixed Retailers LBN Brand Shares: Outlets 2018-2021
Table 52 Mixed Retailers LBN Brand Shares: Selling Space 2018-2021
Table 53 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2021-2026
Table 54 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2021-2026
Table 55 Forecast Sales in Store-based Retailing by Channel: Value 2021-2026
Table 56 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2021-2026
Table 57 Forecast Store-based Retailing Outlets by Channel: Units 2021-2026
Table 58 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2021-2026
Table 59 Forecast Sales in Non-Store Retailing by Channel: Value 2021-2026
Table 60 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2021-2026
Table 61 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 62 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 63 Forecast Sales in Grocery Retailers by Channel: Value 2021-2026
Table 64 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2021-2026
Table 65 Forecast Grocery Retailers Outlets by Channel: Units 2021-2026
Table 66 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2021-2026
Table 67 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 68 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 69 Forecast Sales in Non-Grocery Specialists by Channel: Value 2021-2026
Table 70 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2021-2026
Table 71 Forecast Non-Grocery Specialists Outlets by Channel: Units 2021-2026
Table 72 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2021-2026
Table 73 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 74 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 75 Forecast Sales in Mixed Retailers by Channel: Value 2021-2026
Table 76 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2021-2026
Table 77 Forecast Mixed Retailers Outlets by Channel: Units 2021-2026
Table 78 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2021-2026

DISCLAIMER

Summary 2 Research Sources
The following categories and subcategories are included:

E-Commerce (Goods)

  • Mobile E-Commerce (Goods)
    • Foreign E-Commerce (Goods)
    • Domestic E-Commerce (Goods)
    • Apparel and Footwear E-Commerce
    • Beauty and Personal Care E-Commerce
    • Consumer Appliances E-Commerce
    • Consumer Electronics E-Commerce
    • Consumer Health E-Commerce
    • Food and Drink E-Commerce
    • Home Care E-Commerce
    • Home Improvement and Gardening E-Commerce
    • Homewares and Home Furnishings E-Commerce
    • Media Products E-Commerce
    • Personal Accessories and Eyewear E-Commerce
    • Pet Care E-Commerce
    • Traditional Toys and Games E-Commerce
    • Video Games Hardware E-Commerce
    • Other E-Commerce

E-Commerce (Goods)

Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.

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This report originates from Passport, our E-Commerce (Goods) research and analysis database.

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