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The research, conducted across six Central and Eastern European countries, found that Europe remains the dominant market for Hungarian exporters. At the same time, companies are showing growing interest in more distant regions, particularly Asia.
Among Hungarian businesses already active internationally, 98% sell to European markets. However, among those planning further expansion, 32% see new business opportunities in North America, while 18% point to Asia as a potential growth market.
The survey found that 19% of Hungarian exporters are already selling in North America, while 6% are active in Asian markets.
“The international expansion remains one of the most effective growth strategies for small and medium-sized enterprises,” said Jacek Grzeszak, chief economist at Minds&Roses and co-author of the study. “Hungarian businesses are showing strong growth ambitions and are increasingly consciously examining opportunities beyond their own region.”
He said their openness toward markets that are more complex but offer significant long-term growth potential was particularly notable.
The motivations of Hungarian companies are broadly in line with regional trends. Access to larger markets was named as the most important driver of international expansion by 38% of Hungarian exporters.
Growing foreign demand is also a strong motivation, cited by 36% of Hungarian exporters, compared with a regional average of 30%.
Brand and product awareness are also important factors for Hungarian companies. Nearly one-third of Hungarian exporters, or 30%, said the visibility that can be gained in new markets was a significant incentive for expansion. Across the region as a whole, the share was 18%.
Despite their growth ambitions, Hungarian SMEs face a number of challenges when expanding internationally.
The lack of knowledge about foreign markets and consumer needs was cited as a barrier by 30% of Hungarian exporters, almost twice the regional average of 16%. High international shipping costs were mentioned by 26% of Hungarian companies, compared with a regional average of 20%.
International price competition is also becoming a stronger challenge. According to the survey, Hungarian companies are more likely than businesses in several other countries in the region to see low-priced Asian products as creating serious competition on international markets.
The survey also highlighted differences in expansion strategies across Central and Eastern Europe. Polish SMEs showed the strongest expansion intentions, at 86%, while Romanian companies were the most optimistic about the benefits of international growth. Lithuanian companies were more likely to build on rising demand and digital tools, while Czech businesses were less concerned about regulatory and geopolitical risks.
FedEx said Hungarian SMEs stand out for their strong growth ambitions and openness to markets beyond Europe, while they are less likely to view digitalization as a main driver of international growth.
“The results clearly show that small and medium-sized enterprises in Central and Eastern Europe, including Hungarian companies, are thinking with an increasingly international mindset and actively seeking new growth opportunities,” said Agata Kaim, Eastern Europe marketing strategy lead at FedEx.
“As businesses enter more distant and complex markets, the role of reliable logistics and international expertise becomes more important,” she added.
The research was carried out by Minds&Roses on behalf of FedEx in September and October 2025. A total of 826 SMEs took part in the survey from Hungary, Poland, the Czech Republic, Slovakia, Romania and Lithuania.
The study examined companies’ international expansion plans, the opportunities and obstacles they face, and their attitudes toward cross-border trade.
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