Ebook: E-commerce in Hungary: A Market Analysis

E-commerce is on the rise in Hungary, with significantly growing numbers of customers shopping online. This paper
aims to identify the direct and indirect drivers of the double-digit growth rate, including the related macroeconomic
indicators and the Digital Economy and Society Index (DESI). Moreover, this study provides a deep insight into
industry trends and outlooks, including high industry concentration and top industrial players. It also draws the profile
of the typical online shopper and the dominant characteristics of online purchases. Development of e-commerce is
robust, but there is still plenty of potential for growth and progress in Hungary.
Keywords: e-commerce, market analysis, DESI, online shopping, online shopper, Hungary, retail
Journal of Economic Literature (JEL) codes: M31, L81
DOI: http://dx.doi.org/10.18096/TMP.2016.03.03