Hungarian e-commerce landscape
The outbreak of the coronavirus (COVID-19) pandemic and the growing popularity of purchasing over the internet inspired many retailers to rethink their business models and adapt to the online world, making various product categories available for online purchase. In 2021, electronics and fashion were the leading segments considering e-commerce sales, with electronic products generating 1.4 billion dollars’ worth of revenue. During the same year, the highest number of online purchases was recorded in the apparel, fashion, and sports products category, reaching over 14 million.In 2021, emag.hu, and azla.hu were the leading online retailers in the country based on their e-commerce net sales. One of the most important indicators of the rudimentary consolidation of the Hungarian e-commerce market is the merger of two key players, eMAG Hungary and Extreme Digital. As through the fusion of the companies eMAG Romania becomes the majority shareholder of the new entity, the merger marks a step towards creating a larger e-commerce ecosystem in the region.
