This market segment includes general bonus / coupon sites, discount accommodation providers, as well as online shopping clubs, and eNet has raised the question whether the market can continue to expand in 2015, and if further consolidation is to be expected.
The bonus / coupon market is characterized by significant discounts, a fast-changing range of products and services, and limited-time special offers that encourage impulse buying.
General Market
The general bonus / coupon market reached a gross brokered turnover of HUF 5 bln last year, approximately as much as in the previous year. While the size of the market did not change much, it underwent major reshuffling. The three largest general bonus / coupon sites by turnover were Bónusz Brigád, Zumzi (formerly Kupon Világ) and Napideal!. The latter player entered the top league last year, ousting Napi Tipp, which had occupied the third position for years.
With a HUF 3.4 billion gross brokered turnover, Bónusz Brigád grew by a remarkable 37% in 2014. This was all the more significant because the turnover of all other general bonus / coupon market players regularly measured by eNET declined. The rebranded Kupon Világ now operates under the name Zumzi; the change had a very adverse effect on their business as their brokered turnover plunged by almost 50% compared to 2013.
Accommodation sales
Within the general bonus / coupon deal categories, the only exclusive specialization that has proven viable over time is travel offers. There are numerous reasons for this; the main factor is the value of these offers, which is usually much higher than other deal types. In 2014, bonus / coupon sites offering nothing but discount accommodation generated a gross turnover close to HUF 3.5 bln. But that is only one part of the online accommodation coupon market given that other, non-dedicated players also sell travel bonuses / coupons.
In the travel bonus / coupon deals category, three-day accommodation offers in four-star hotels in Hungary for two persons with breakfast and dinner included were the most popular. The average price of such offers was HUF 41,400 in 2014, which equates to a 50% discount on the average full price.
Online Shopping
Online shopping club members are able to purchase high-quality products from international brands for preferential prices. Such websites have gained popularity in recent years. Initially, when such portfolios were first established, they focused on discount fashion articles, specifically clothing, shoes, bags and other accessories. But as online shopping clubs became increasingly popular, their product range was extended to home furnishings and decor. In 2013, Vivre, a site dedicated to home decoration, joined long-standing market players Brands.hu and Fashion Days.
The success of online shopping clubs is proven by the fact that their total turnover in Hungary reached HUF 3.8 bln gross in 2014. Retail e-commerce trends show that the online sale of clothing and home furnishings will remain profitable, which means that the presence of online shopping clubs are likely to grow further.
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