The Shoprenter "Big Shopper Survey 2026", conducted with support from Visa, shows that a substantial share of Hungarian adults shop online regularly: 80% order at least monthly, more than one in five shop weekly, and a further 37% place orders multiple times per month.
Price and trust as decision drivers
A favorable price remains important — 95% of respondents cite it as a relevant factor when shopping. However, price alone does not guarantee a purchase: 93% of respondents say it is important that product features, purchase conditions, and expected costs are clearly visible in advance. Clear information therefore plays a major role in building buyer trust.
The research suggests that if a Hungarian merchant cannot match international competitors on price, brand recognition, trustworthiness, comprehensive information, and a smooth purchasing process can help retain customers.
Where shoppers gather information
Traditional digital channels still dominate pre-purchase research: 50% use price comparison sites, 49% use search engines, 47% consult customer reviews, and 45% visit the online stores’ own pages.
There are demographic differences: older respondents and degree-holders rely more on search engines, comparison sites and reviews, while women are more likely to be influenced by social recommendations and coupons.
AI’s growing, but still limited, role
AI-based tools — for example ChatGPT and Google Gemini — are already used by 18% of respondents as a source of information when shopping online. This share is higher than those citing social media posts (16%), newsletters (12%) and traditional advertisements (9%).
The survey also finds that 15% of Hungarians would provide their card details to an AI platform to speed up purchases; younger consumers are notably more open to this.
Payment preferences and trust issues
Online card payments are the most popular payment method: 48% of respondents prefer them. The spread of digital wallets (such as Google Pay and Apple Pay) indicates that consumers increasingly value fast and convenient payment options.
Nevertheless, 57% of respondents are wary of providing card data, and 45% fear that a paid-for parcel might not arrive. Most shoppers are willing to prepay for orders valued between HUF 20,000–50,000. Cash on delivery remains important: among those who prefer it, two-thirds would pay the extra fee rather than switch to online payment.
Logistics: parcel lockers have become mainstream
Parcel lockers have become a dominant collection method: 77% of respondents have used them, and 53% prefer them. This surpasses traditional home delivery, which 75% have used but only 34% prefer.
Shipping cost is an important consideration for 95% of shoppers.
Conclusion
The Shoprenter 2026 survey shows that while price remains a primary consideration for Hungarian online shoppers, trust and transparency are decisive for conversion. Payment and delivery preferences — card payments, digital wallets, cash on delivery, and parcel lockers — reflect a stronger demand for fast, convenient and secure shopping experiences. AI tools are gaining traction as complementary information sources but have not replaced established digital channels.
