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The combined turnover of the 15 largest online retailers operating in Hungary reached gross HUF 622 billion, up 32.2% from 2024. In addition to the overall turnover ranking, the PwC publication also presents the FMCG list, the ranking of Hungarian-owned players and a list based on customer awareness, as well as interviews with the winners of three categories.
“Few sectors can say that they have grown tenfold in 10 years. According to PwC data, a market that was barely HUF 200 bln in 2015 had reached HUF 2,100 bln by 2025, making it a defining area of the economy,” said László Radványi, CEO of PwC, at the event presenting the 2025 E-toplist at the company’s Budapest headquarters.
Growth has become more moderate, but also more predictable and structured, while competition is increasingly taking place in an international arena. At the same time, the sector has developed into a complete ecosystem: the online store is only the visible surface, while operations are shaped by the coordinated system of logistics, payment solutions, technological infrastructure and marketing.
In this environment, efficiency and service quality are becoming more valuable, and growth increasingly depends on increasing customer activity and retaining returning customers.
The 2025 list shows stronger concentration. The three largest players now account for 13% of the total market, while the top 10 represent one-quarter of it. Every retailer in the top 15 grew, indicating that customer traffic is shifting toward larger players with broad product ranges, recognized brands and advanced service levels.
“As market concentration strengthens, the conditions for above-average growth are also becoming stricter: for domestic players, simple online presence is no longer enough. Economies of scale, scaling through exports and conscious brand building together make retailers distinguishable in platform-driven competition,” said Norbert Madar, head of PwC Hungary’s e-commerce team, referring to the results of the Digital Commerce Overview.
The top five in the 2025 overall turnover ranking are Alza, Kifli.hu, MediaMarkt, IKEA and Telekom. The leading group served 13.5 million online orders, while the HUF 622 bln turnover indicates growth faster than that of the overall e-commerce market.
Wolt appeared in the ranking as a new entrant, immediately taking sixth place and becoming the largest marketplace player in the field. Its offer includes products from MediaMarkt, SPAR and Brendon, among others.
MODIVO Platform entered the top 15 with three online stores: eCipő, CCC and Modivo. OTP Fizz is included in the ranking based on its 2025 performance, although the platform closed its operations in May 2026.
The ranking reflects both the strength of traditional large online stores and the rapid advance of marketplace models.
“The expansion of the top 15 shows that size itself provides an operational advantage: for these players, order volume has reached a level where logistics utilization, the level of automation and procurement conditions improve to an increased extent. This difference is already difficult for smaller webshop operators to make up, and with the development of technology, increasingly specialized expertise and professionals would also be needed for operations so they do not fall behind,” said Ildikó Cserjés Kopándi, PwC expert and host of the event.
Kifli.hu remained first in the online FMCG ranking, followed by Tesco and Wolt. The 10 largest online FMCG retailers generated total turnover of HUF 192 bln in 2025 and processed 8.1 million orders, representing annual growth of 39.2%.
The full top 10 ranking was Kifli.hu, Tesco, Wolt, dm, Rossmann, Auchan, Pelenka.hu, iDrinks, Petissimo and Fressnapf.
In this category, freshness, time-slot delivery, product availability and fast reordering directly influence which service provider customers return to.
“Kifli.hu is already past the early growth phase and has become a mainstream player in Hungarian online grocery retail. Our AI-based operations, supported by a development background of more than 600 people, now run through the entire value chain, from inventory management to customer experience and logistics optimization. This model underpins our market-leading performance in the FMCG sector,” said Dániel Szabó, managing director of Kifli.hu.
Among 100% Hungarian-owned online retailers, Euronics led the ranking, followed by Pepita and iPon. The 17 players in the field reached HUF 240 bln in turnover and 6 million orders, exceeding the previous year’s performance by 23%.
The appearance of BioTech USA in the top 10 is particularly notable, as the company entered the field of leading domestic players by building on its own-brand ecosystem and direct online sales.
“The Hungarian e-commerce market can no longer be regarded exclusively as a Hungarian market: a significant part of online turnover goes to companies that do not operate in Hungary. Because of this, competition has become extremely technology- and capital-intensive, and in the coming years, international expansion will increasingly become a competitiveness necessity for domestic players,” said Bálint Fazekas, owner-managing director of Euronics.
“The development and support of domestic e-retailers is not about replacing imports, since the offerings of major players are also based to a significant extent on international procurement. The difference is that in the case of Hungarian-owned companies, a larger share of value creation, margin, tax revenue and employment is realized domestically, while the customer relationship also remains in Hungarian hands, and they also generate significant indirect economic impact through the logistics, IT and service ecosystem connected to their operations. A strong domestic e-commerce sector contributes to making Hungarian companies more competitive and resilient at regional level,” said Szabolcs Timár, PwC expert.
According to PwC’s awareness ranking, Temu ranked first among Hungarian online shoppers’ top-of-mind online retailers. The 10 best-known online retailers were Temu, Alza, eMAG, Allegro, AliExpress, Notino, Zooplus, Pepita, Shein and Vinted.
Although Temu cannot appear in the overall turnover E-toplist without official data provision, its market weight is still visible: in 2025, it fulfilled nearly 15 million orders in Hungary. Orders arriving from outside the EU accounted for nearly 18% of total turnover and almost 24% of transactions.
The difference between the awareness ranking and the turnover ranking shows that international platforms are strongly present in shoppers’ minds, while large online stores operating locally continue to generate significant turnover.
Hungarian retailers must therefore remain visible alongside global brands and provide service in which price, selection, payment, delivery and returns all work reliably.
According to PwC’s Digital Commerce Overview, about 4.4 million people in Hungary shop online, but only one-quarter of them can be considered regular buyers. This narrow, active group generates nearly 80% of total parcel traffic.
Further growth may increasingly come not from bringing in new customers but from increasing purchase frequency, activating customers and retaining existing buyers.
Consumers remain price-sensitive, but the overall shopping experience plays a growing role in their decisions.
As Ákos Forrás, managing director of Alza.hu, said: “The difference today is created by the fact that our relationship with the customer does not end at the moment of payment: continuous development, fast and flexible service are the basis of our operation. We develop our services, from AlzaBoxes to delivery, directly in line with customer needs, which builds lasting trust and a returning customer base.”
Fast, flexible and predictable delivery has a direct impact on conversion. The spread of parcel lockers also indicates the growing importance of convenience: in 2026, nearly half of shoppers already prefer this method of collection, while the number of lockers has exceeded 10,000.
Based on the 2025 E-toplist, Hungarian e-commerce remains on a growth path, but the structure of the market is changing more sharply. The largest players are expanding faster, platforms are taking a larger share of turnover, and competition is increasingly being decided at the level of service.
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