News

Hungarian e-commerce continues to grow dynamically in 2025, but the structure of this growth is evolving. A significant share of online retail sales now originates from international platforms, with consumers expecting fast and reliable delivery. Air logistics has become a strategic pillar of this transformation. The key to the future lies in data-driven operations, efficient logistics, and premium customer experience.

Market Situation and Growth

• The total value of online retail in Hungary increased by about 15% compared to 2024, reaching HUF 1,945 billion in 2025.

• The number of orders exceeded 114 million, up 12% year-on-year.

• Growth is increasingly driven by cross-border e-commerce, particularly from Asian marketplaces such as Temu and AliExpress.

Consumer Behavior and Structure

• There are approximately 4.3 million active online shoppers in Hungary.

• The market is mobile-first: more than 60% of all purchases are made via mobile devices.

• The use of parcel lockers and flexible pick-up points is rising, while home delivery slightly declines.

• Buy Now, Pay Later (BNPL) payment options are spreading rapidly, especially among younger consumers.

Competition and Challenges

The Hungarian e-commerce market is becoming more globalized, with local players facing strong competition from global platforms.

Key challenges include:

• Acquiring new customers and increasing purchase frequency.

• Managing an extremely price-sensitive consumer base.

• Rising logistics and fulfillment costs.

• Decreasing purchasing power and fluctuating HUF–EUR exchange rates, complicating long-term planning.

Air Cargo and E-commerce Interconnections

The boom in e-commerce is closely tied to the expansion of air freight capacity. Most imported e-commerce goods, especially from Asia, arrive by air.

• Budapest Airport (BUD) handled 36,781 tons of cargo in March 2025, up 55% year-on-year.

• In the first half of 2025, 199,319 tons were processed, marking a ~50% annual increase.

• By Q3 2025, volumes hit a record 385,584 tons, with total annual traffic expected to reach 400,000 tons, setting a new all-time high.

• BUD Cargo City, Hungary’s air cargo hub, currently has a capacity exceeding 300,000 tons and is undergoing further expansion.

Key link to e-commerce:

• An estimated 30–40% of imported online orders enter Hungary by air.

• 2–5 day average delivery times are achievable only through air transport.

• Rapid delivery has become a decisive consumer expectation—even for cross-border purchases.

Trends and Outlook

• Import & Marketplace Dominance: Low-cost international platforms (Temu, AliExpress, SHEIN) continue to dominate the lower price segment.

• Customer Experience as Differentiator: Flawless logistics, fast service, and personalized offers define competitiveness.

• Regional Expansion: For Hungarian e-commerce players, entering broader EU or regional markets is becoming essential.

• Integrated Logistics as a Core Advantage: The synergy between air, rail, and road freight will underpin future competitiveness.

Sources: PwC, DKSZ, BUD, MLSZKSZ internal research