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Dataweps prague szl presentation 20190611

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László Szabó prezentuje o expanzi do Maďarska

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Dataweps prague szl presentation 20190611

  1. 1. Hungary as a target for (e- commerce) expansion Dataweps export event HubHub 2019. 06. 11. László Szabó Head of Growth Growww Digital 1
  2. 2. ABOUT GROWWW DIGITAL  Result-oriented digital marketing agency  Building success stories in CEE region  Performance  Brand Communication campaigns  80%+ avg. client YoY growth in main business KPIs for the past 3 years  CEE average: 10-15%
  3. 3. PUBLIC REFRENCES
  4. 4.  2012 – University friendship  2017 – 16M+ EUR (5mrd Ft) turnover business
  5. 5. SUMMARY  State of e-commerce in Hungary  Kytary.hu Árukereső use case
  6. 6. BASIC DATA Language: Hungarian Population: 9 820 000 Unemployment level: 2018: 3,7% 2017:4,2% Capital City: Budapest Other Major cities: Debrecen, Szeged, Miskolc, Pécs, Győr, Nyíregyháza, Kecskemét, Székesfehérvár, Szombathely, Szolnok Inflation rate: 2018: 2,7% Gross ad spend 2018: 260 billion HUF (+7.7% vs 2017) Currency: Forint (HUF) GDP: + 4.9% growth in 2018 Political • Highly hectic and unpredictable situation with strong control over all sectors. • Confrontation with EU and IMF Sociological • Growing number of small towns • Decreasing capital population • Widening income gap Technological • Finished Analogue switch-down (TV) • Growing tablet and smartphone market • Slowing internet penetration growth Economical • Overall economy is growing, consumer trust index increases. • Decreasing inflation rate • Growing state influence 320 HUF=1EUR avg ROE in 2018
  7. 7. E-COMMERCE MARKET  Total HU e-commerce market: 669 billion HUF – YOY growth: +23%  Share from total commerce: 7% - YoY growth: +13%  5,4M people purchase online in 2018 vs. 4,6M in 2017  84% of frequent internet users purchased something from online sellers
  8. 8. Growth of Hungarian online retail turnover Net turnover within Hungarian webshops Gross turnover of purchases made in webshops abroad More and more people shop from abroad! (e.g. Aliexpress)
  9. 9. E-MARKET FACTS IN HUNGARY Average cart value grew: 15,400HUF (1,200Kc) YOY growth +2000HUF TOP 3 categories (YOY growth): • Computer • Fashion • Entertainment electronics
  10. 10. E-MARKET FACTS IN HUNGARY Most popular payment methods • 56% Cash on delivery • 51% Credit card on Internet • 31% Cash in store • 30% Bank transfer • 25% Credit card in store Most popular couriers* • 41% GLS • 39% MPL • 16% DPD • 13% Trans-o-flex • 11% Sprinter • 9% Royal Sprint *available at hungarian webshops The delivery by courier is still the most popular in Hungarian market 78% chose this type of delivery
  11. 11. KEY DRIVERS • Cash on delivery • Discounts/price promos • Free shipping • 0% installment payment • Extended warranty • Black Friday Hungary is probably the most price sensitive country within CEE
  12. 12. Already did groceries shopping online Shops on internet at least quarterly Has shopped for a service online Chooses cash payment methods Chooses delivery by courier Used to buy mobile phone &accessories online Was shopping in a webshop from abroad Uses a mobile phone for online shopping Main characteristics of an online shopper in Hungary
  13. 13. Webshops with biggest turnover-2018
  14. 14. An example for a quick market entrance • The beginnings: • Opened a pick up point 5th of Dec 2016 • Hungarian website- lots of Google translation… • set up the Hungarian communication in 2017 • 2nd stage: • Better translations • Huge showroom Oct 2018 • MASSIVE advertising campaign
  15. 15. Nr.4 on the market after 2 years!!!
  16. 16. CZ Vs. HU  HU e-commerce market 1/3  Lower basket values, conversion rates  Lower costs to enter, lower CPC prices (approx. -30%)  PPC advertising:  No Shopping (yet to come in a few weeks)  No Seznam/Sklik   Price aggregators more dominant (Árukereső.hu clear market leader, Árgép.hu 2nd)
  17. 17. USE CASE: KYTARY.HU ÁRUKERESŐ OPTIMISATION
  18. 18. USE CASE: KYTARY.HU ÁRUKERESŐ OPTIMISATION WHAT WE DID:  Segmentation on a product and category level  Optimising with custom rules set on product or category level RESULTS: TOOL USED  Beed 2018 Q4 YoY Visits +70% Revenue +150% ROI +30%
  19. 19. USE CASE: KYTARY.HU ÁRUKERESŐ OPTIMISATION
  20. 20. SUMMARY  Now is the time to enter CEE (Hungary)  When processes, economics in domestic country are OK  Be aware of the differences – Localise!  Not everything what worked in CZ works in HU
  21. 21. More detailed info after the presentation or in e-mail: szabo@growwwdigital.com

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