Every e-commerce business is different. If you’re considering expansion, your decision should be based on facts and data. Other variables that may influence your expansion include the local culture, current competition, and market maturity.
Hungarian e-commerce reached a value of €2.2 billion in 2019, representing a 17% increase from the previous year. The COVID-19 pandemic accelerated this growth, and in 2020–2021, the market expanded by 23%. Projections suggest a 7% annual growth until 2025.
Most orders are placed online from laptops. Around 46% of online purchases are made via smartphones, 45% via desktop computers, and less than 9% on tablets. With improved wages and a growing GDP in Hungary, e-commerce is also gaining momentum.
A core principle for expanding into Hungary is building strong personal relationships. Hungarians value personal contact, whether in face-to-face meetings or phone calls. Email communication is considered secondary. This behavior is largely due to past negative experiences or a lack of information. They are cautious, often due to dealing with untrustworthy online stores—such as ones using unknown payment portals or poor translations.
What Hungarian customers pay attention to:
A modern website adapted to user needs
Detailed product information
High-quality Hungarian translations
Reliable customer service that builds trust
Support that communicates in Hungarian
Multiple payment options
Just like in Slovakia, online comparison platforms are popular in Hungary. They help customers find the best deals, compare specifications and prices, and make informed choices. Hungarian shoppers often check reviews to avoid poor purchases.
Hungarian customers place high importance on product quality. Before the pandemic, they preferred physical stores and Hungarian-made products. Now, they increasingly shop online using various platforms.
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Characteristics and Key Advantages of the Romanian Market
The Romanian e-commerce market holds great potential for Slovak online shops. It’s rapidly developing, has relatively low competition, and more and more people are shopping online. The market is expected to double in value within 10 years or even sooner.
According to eMAG, Romanian online stores offer about 15 million unique products—compared to over 100 million in Germany. This points to significant opportunities. In the past 3 years, the percentage of people who placed at least one online order has nearly doubled. Up to 76.7% of all transactions are now done via mobile, up from 69.8% in 2021.
Key criteria Romanian customers use to choose online stores:
81% – Best price
72% – Multiple delivery options
69% – Easy website navigation
68% – Fastest delivery time possible
66% – Easy product returns
Do Romanians check reviews before purchasing? Yes—54% of respondents say they check reviews before placing an order. They value good prices and hassle-free return options.
Romanian customers prefer calling rather than emailing. That’s why it’s crucial to have well-developed, local-language customer support.
The 2023 trend is delivery to lockers/easyboxes. (Similar lockers exist in Slovakia, offered by most courier companies.) More and more Romanian customers value convenience and independence from couriers, choosing to pick up their parcels from a locker on the way home or to work. Online loans are also becoming increasingly popular.
Top online shopping categories in Romania (2022):
Fashion – €2.63 billion (46% of e-commerce)
Electronics – €1.1 billion (19%)
Personal and household care – €885 million (15%)
Toys, hobby, DIY – €590 million (10%)
Food – €146 million (2.6%)
Furniture – €125 million (2.2%)
Music, movies, games – €88.9 million (1.5%)
Beverages – €32.1 million (0.5%)
Like Hungarians, Romanians use price comparison platforms with high traffic to find the best deals. A popular fashion search engine in Romania is Glami.ro, which should not be overlooked when planning expansion.
Preferred payment methods:
Cash on delivery – 31%
Online card payment – 26%
Mobile/digital wallets – 23%
Bank transfer – 19%
Other methods
Market Comparison at a Glance
Country | Romania | Hungary | Slovakia |
|---|---|---|---|
Population | 19.4 mil. | 10 mil. | 5.4 mil. |
VAT | 19% | 27% | 20% |
Active e-shops | 20,000 | 19,000 | 15,600 |
Market volume (€) | 6.3 billion | 3 billion | 1.8 billion |
Online sales share | 4.7% | 6.4% | 6.7% |
E-commerce growth rate | 22% | 17% | 13% |
Foza SA Team Recommendations for Expansion
With over 6 years of experience helping businesses expand beyond Slovakia, our priority is a tailored approach for every client.
Wondering where you should expand next?
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