Alza once again leads PwC’s E-toplist ranking of Hungary’s largest online retailers, followed by Kifli.hu and MediaMarkt, with the podium unchanged from last year. Published for the eleventh time, the report covers the overall revenue ranking as well as categories for FMCG, Hungarian-owned retailers and brand awareness, and includes exclusive interviews with the leaders of three category winners. The combined gross revenue of the 15 largest online retailers operating in Hungary reached HUF 622 billion, up 32.2% on 2024.
“Few sectors can claim tenfold growth over a decade. According to PwC data, a market worth barely HUF 200 billion in 2015 reached HUF 2,100 billion by 2025, becoming a defining part of the economy,”
Growth has become more moderate, but also more predictable and structured, while competition is increasingly international. The sector has evolved into a full ecosystem: the webshop is only the visible surface, while operations are shaped by a coordinated system of logistics, payment solutions, technological infrastructure and marketing. In this environment, efficiency and service quality are gaining importance, and further expansion increasingly depends on encouraging more frequent purchases and retaining returning customers.
The ranking shows increasing concentration: the top three players already account for 13% of the market, while the top 10 generate one quarter of total turnover. All companies in the top 15 recorded growth, indicating that consumer demand is shifting toward larger players with wider assortments, stronger brands and more advanced service capabilities.
“As market concentration increases, the conditions for above-average growth are becoming stricter: for domestic players, a simple online presence is no longer enough. Economies of scale, export-driven expansion and conscious brand building together distinguish retailers in platform-driven competition,”
Alza stays ahead as Hungarian e-commerce continues to concentrate
The top five positions in the 2025 overall revenue ranking are held by Alza, Kifli.hu, MediaMarkt, IKEA and Telekom. The leading group fulfilled 13.5 million online orders, while its HUF 622 billion turnover points to growth outpacing the overall e-commerce market.
Wolt entered the ranking directly in sixth place, becoming the largest marketplace participant in the field, offering products from MediaMarkt, SPAR and Brendon, among others. The MODIVO platform also entered the top 15 with its three webshops—eCipő, CCC and Modivo—while OTP Fizz was included based on its 2025 performance, although the platform ceased operations in May 2026. The ranking reflects both the strength of traditional large webshops and the rapid rise of marketplace models.
“The expansion of the top 15 shows that scale itself provides operational advantages: at this level, order volumes reach a point where logistics utilisation, automation and procurement conditions improve significantly. This gap is increasingly difficult for smaller webshops to close. With technological progress, competitive operations require more specialised expertise and professionals to keep pace,”
Speed and flexibility shape FMCG competition
Kifli.hu continues to lead the online FMCG ranking, followed by Tesco and Wolt. The top 10 FMCG retailers generated total revenue of HUF 192 billion in 2025 and fulfilled 8.1 million orders, representing annual growth of 39.2%.
The full top 10 ranking is: Kifli.hu, Tesco, Wolt, dm, Rossmann, Auchan, Pelenka.hu, iDrinks, Petissimo, Fressnapf.
In this category, freshness, delivery time slots, product availability and fast reordering directly influence which provider customers return to.
“Kifli.hu has moved beyond its early growth phase and become a mainstream player in Hungarian online grocery retail. Our AI-driven operations, supported by a development team of more than 600 people, now span the entire value chain—from inventory management through customer experience to logistics optimisation. This model underpins our market-leading performance in the FMCG sector,”
Hungarian-owned retailers compete in a more international market
Among 100% Hungarian-owned online retailers, Euronics ranks first, followed by Pepita and iPon. The 17 companies in this category generated HUF 240 billion in revenue and 6 million orders, exceeding the previous year’s performance by 23%.
“The Hungarian e-commerce market can no longer be considered purely domestic: a significant share of online turnover flows to companies without local operations in Hungary. As a result, competition has become highly technology- and capital-intensive, and in the coming years international expansion will increasingly become necessary for domestic players to remain competitive,”
The emergence of BioTechUSA in the top 10 is particularly noteworthy, as it entered the leading group by building on its own-brand ecosystem and direct online sales.
“Supporting the development of domestic e-commerce is not about replacing imports, as even large players rely heavily on international sourcing. The difference is that in the case of Hungarian-owned companies, a greater share of value creation, margin, tax revenue and employment is realised domestically. At the same time, the customer relationship remains in local hands, and through the logistics, IT and service ecosystem connected to their operations, they generate significant indirect economic impact. A strong domestic e-commerce sector helps Hungarian companies become more competitive and resilient at regional level,”
Global brands dominate consumers’ minds
According to PwC’s brand awareness ranking, Temu ranks first in the top-of-mind category among Hungarian online shoppers. The ten most recognised brands are Temu, Alza, eMAG, Allegro, AliExpress, Notino, Zooplus, Pepita, Shein and Vinted.
Although Temu is not included in the official revenue ranking due to the lack of formal data reporting, its market impact is significant: in 2025, it fulfilled nearly 15 million orders in Hungary. Orders arriving from outside the European Union accounted for nearly 18% of total turnover and almost 24% of transactions.
The differences between the awareness and revenue rankings indicate that global platforms are strongly present in consumers’ minds, while large webshops with local operations continue to generate substantial turnover.
Domestic retailers must therefore remain visible alongside global brands and provide services in which pricing, assortment, payment, delivery and returns all function reliably.
Turnover is driven by a narrow customer base
According to PwC’s Digital Commerce Landscape, approximately 4.4 million people shop online in Hungary, but only one quarter of them can be considered regular customers. This narrow, active group generates nearly 80% of total parcel volume.
Future growth is therefore less likely to come from acquiring new customers and more from increasing purchase frequency, activating occasional shoppers and retaining existing ones. Consumers remain price-sensitive, but the overall shopping experience is playing an increasingly important role in their decisions.
As Ákos Forrás, Managing Director of Alza.hu, put it: “Today, the real difference lies in the fact that our relationship with customers does not end at the moment of payment: continuous development, fast and flexible service are at the core of our operations. We develop our services—from AlzaBoxes to delivery—directly based on customer needs, which builds lasting trust and a returning customer base.”
Fast, flexible and predictable delivery has a direct impact on conversion. The rapid expansion of parcel lockers clearly reflects the growing importance of convenience: by 2026, nearly half of customers prefer this delivery method, and the number of lockers has exceeded 10,000.
Overall, the 2025 E-toplist shows that Hungarian e-commerce remains on a growth trajectory, while the structure of the market is becoming increasingly defined. The largest players are expanding faster, platforms are capturing a larger share of turnover, and competition is increasingly shaped by service quality.
Notes to editors
Methodology
The PwC E-toplist research covers international companies operating in Hungary as well as Hungarian-owned online retailers and their domestic online retail revenues. Market shares are determined based on gross turnover generated from completed online orders in the 2025 calendar year. The ranking is based on consumer research, public data collection, supply-side analysis and turnover modelling derived from company data submissions. For retailers whose online revenue is not transparent or publicly available, inclusion in the public ranking required written validation of PwC’s preliminary estimates through a completed data request and consent to be named.
The ranking of the most recognised retailers is based on PwC’s monthly free-text brand awareness research series.
The full study, including exclusive interviews with the leaders of Alza, Kifli.hu and Euronics, as well as all four ranking categories, is available in Hungarian on PwC’s website.
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