The winners and losers of Hungarian e-commerce for 2022

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The GKID research & consultancy, working in partnership with Mastercard, released the results of its annual ranking of online retailers with the largest turnover in Hungary. Let’s review which well-known brands shot up in their ranking and which ones dropped down or dropped out completely.

74.3% of Hungarians shopped online in 2022. The share of online shoppers in Hungary more than doubled in the last decade (it was 30.3% in 2012). Of course, much of it is due to fairly obvious driving factors: increased access to the internet, higher adoption and availability of mobile-based shopping applications, stronger competition, etc. The pandemic only accelerated the growth of e-commerce in the country and solidified the online shopping habits of consumers.

Every year, the research and consultancy company GKID conducts research in cooperation with Mastercard which looks at the turnover of the largest e-commerce operators on the market. The numbers for 2022 were published last month, so here’s a quick breakdown of the winners and losers of Hungarian e-commerce.

E-retailers with the largest turnover

In 2022, the combined turnover of the 15 largest e-retailers operating on the Hungarian market – both international and local operators – totaled HUF 565 billion gross. That’s a 9% increase from 2021 (HUF 520 billion gross). The market share of the 15 largest e-commerce operators remained more or less the same: 42.6% of the domestic e-commerce turnover in 2022 and 43.1% in 2021.

eMag, Alza.hu, and MediaMarkt maintained their positions, coming in 1st, 2nd, and 3rd place, respectively.

IKEA joined the Top 15 ranks, coming in 4th – a position previously occupied by Tesco, which this year slid down to #8.

MALL.HU by Allegro is another newcomer, coming in 13th. This position used to be occupied by Praktiker, which has now fallen off the ranking entirely. So did 220volt.

Pepita.hu, while only improving in ranking by two places – from #14 in 2021 to #12 in 2022 – increased its turnover by more than 70% in 2022.

Largest FMCG e-retailers

In addition to the list of e-retailers with the largest turnover, GKID and Mastercard looked at operators in the following two categories: the largest FMCG e-retailers and the 100% Hungarian-owned retailers with at least HUF 5 billion gross in online sales.

In 2022, the Top 10 FMCG retailers grossed HUF 99.5 billion in online sales.

Kifli.hu de-throned Tesco in the 1st position. Auchan and Rossmann held onto their positions – 3rd and 4th, respectively.

Palenka.hu, having increased its turnover by 105%, is a newcomer to the list and now occupies 6th place. It’s joined by another new name on the list – iDrinks.hu, which came in 8th.

GRoby, on the other hand, dropped off the list entirely.

Largest 100% Hungarian-owned retailers

More than 32,000 100% Hungarian-owned online stores operate in Hungary. However, only 13 of them boast HUF 5 billion or more in yearly online sales. In 2022, these 13 companies totaled HUF 156 billion in turnover.

There has been no change to the first four positions. They are occupied by Euronics (#1), AQUA Webáruház (#2), iPon (#3), and Libri Bookline (#4).

Pepita.hu and Praktiker swapped places, with the former overtaking the latter.

220volt dropped from #7 to #11, while JátékNet.hu and Online Márkaboltok improved their standings by one position and are at #7 and #10, respectively.

The newcomers are Homelux by Leziter (#12) and Palenka.hu (#13).

Alinda, on the other hand, didn’t make the list in 2022.

Brand awareness in the Hungarian market

Lastly, the study also looked at the brand awareness of various e-retailers in the Hungarian market based on top-of-the-mind mentions of consumers. eMag and Alza.hu maintained their positions – #1 and #2, respectively. MediaMarkt took over Aliexpress for the third spot.