Its latest findings suggest consumers increasingly compare the total cost of an order, delivery times and convenience, rather than focusing solely on product prices.

Foreign retailers accounted for nearly 18% of Hungary’s HUF 2.092 trillion online product sales market in 2025 and 24% of orders. More than half of the HUF 375 bln in purchases from foreign retailers went to Temu, which generated HUF 195 bln in Hungarian sales from more than 13 million orders.

In the first quarter of 2026, 56% of Hungary’s 4.4 million online shoppers, approximately 2.5 million people, ordered from abroad. Another 4% planned to try it later this year. Around 1.6 million bought from Chinese online stores, representing 67.5% of those ordering from abroad, according to PwC.

Temu recorded almost 5 million orders in the first quarter, up 92% year-on-year, and reached 1.8 million Hungarian customers. Among shoppers ordering from abroad, 70.9% used the platform.

Price remains the main attraction: 63% of Hungarian online shoppers believe demand for inexpensive products explains the expansion of Chinese and other international retailers. However, selection, fast delivery and a straightforward purchasing process are becoming increasingly important.

Shoppers Brought Purchases Forward

According to PwC’s summary, the EU removed the customs exemption for shipments valued below EUR 150 arriving from outside the bloc on July 1, 2026, introducing an interim EUR 3 duty on affected product categories.

Some Hungarian consumers adjusted before the change took effect. Among shoppers who knew about the new rules and purchased from abroad, 30% brought forward several orders, while another 18% moved at least one purchase ahead of July 1. Temu accounted for 85% of these advance purchases.

Logistics data also point to a shift in how orders are fulfilled. In the second quarter, the number of parcels arriving from outside the EU fell by approximately 750,000 compared with the first quarter, while orders arriving from within the bloc increased by more than 1.25 million. PwC said part of the traffic had shifted toward European warehouses and alternative sales and logistics channels.

The customs changes have affected purchasing intentions, but relatively few consumers plan to stop ordering altogether. Among shoppers buying from outside the EU, 29% would purchase significantly less frequently and 22% slightly less frequently, while just 6% intended to stop entirely.

For Temu, 22% anticipated a significant reduction in purchases, 17% a moderate reduction and 8% planned to stop using the platform.

Total Cost Becomes More Important

“For shoppers, what matters is not the amount of customs duty itself, but whether the total amount payable is predictable,” said PwC expert Szabolcs Timár.

Among consumers who continued ordering from abroad after July, 30% experienced or expected additional costs, 29% thought products appeared more expensive and nearly 24% found it harder to establish the final cost in advance. Almost one in five believed foreign online stores had lost their previous price advantage.

The presentation of additional charges also varied. Some 42% of those purchasing after July encountered customs charges during checkout, while others only became aware of them after placing an order. Some saw no separate charge because platforms incorporated the cost into product prices or fulfilled orders from EU warehouses.

Among Temu shoppers, 31% said they would order only if the final amount remained attractive after additional costs. Another 26% were planning purchases more carefully, 21% were foregoing certain products and 16% were comparing offers from different online stores more frequently.

“The success of cross-border e-commerce remains strongly influenced by price, but shoppers now assess the entire offer. Customs duties may curb impulse purchases and some low-value orders, but carefully planned purchases will remain. For platforms, transparent costs, fast delivery and a simple shopping experience therefore represent a competitive advantage,” Timár said.

Other International Platforms Could Benefit

Temu usage moderated after July, although 54.4% of active cross-border shoppers still ordered from the platform. Nearly one in five shoppers expected the company to adapt through EU warehouses or by incorporating additional costs into prices.

Any shift away from Chinese platforms will not necessarily benefit Hungarian retailers. Among consumers who bought a product elsewhere after initially selecting it on a Chinese platform, Allegro was the most frequently chosen alternative, ahead of eMAG, Alza and domestic online stores.

“European logistics infrastructure, fast delivery, a wide selection and a predictable final cost are carrying increasing weight in purchasing decisions. Customs duties alone do not put domestic retailers in a more favorable position. Competition is increasingly taking place between different platform models rather than between countries,” said PwC expert Ildikó Cserjés-Kopándi.

Further Handling Fee Expected

PwC said a planned EU handling fee could add to the effects of July’s customs changes, although the details remained unsettled.

“According to currently available information, low-value shipments arriving from outside the EU could face an additional charge of a few euros from November 2026, although the detailed rules are not yet final,” said Dorottya Virág Mák, a PwC tax expert.

The additional fee could primarily affect inexpensive impulse purchases and further encourage platforms to use EU warehouses and regional fulfillment models.

“Based on the research, we expect a transformation in shopping habits rather than the disappearance of orders from abroad. Some smaller, impulsive purchases may decline, while more carefully planned orders could become more important. Consumers are likely to shop less frequently, but compare more offers before each order and consider delivery times, logistics infrastructure and total costs alongside price,” said PwC analyst Mónika Takács.