Share of online shops selling on online marketplaces in Hungary 2022, by platform

In 2022, eMag was the most popular online marketplace in Hungary, used by 64 percent of surveyed webshop owners. Facebook Marketplace ranked second, selected by 45 percent of respondents. Árukereső was the third most-used online marketplace in the country, chosen by 42 percent of survey participants.

Webshops’ marketing tool usage

The usage of marketing tools is crucial for online shops’ success. As of 2022, the vast majority of webshops operating in Hungary were present on social media and also used Facebook Ads. At the same time, 71 percent of online stores used SEO , and a further 59 percent used Google Ads.

The future of e-commerce

According to Statista Market Insights, the e-commerce business in Hungary is expecting a slow but steady growth in user numbers over the course of the next few years. According to the forecast, the number of users would increase from 5.6 million in 2023 to 5.82 million in 2027. Furthermore, e-commerce revenue is expected to grow considerably in all segments until 2027, with electronics accounting for the largest share of the revenue.