Hungary has distinctive payment habits that e-commerce businesses must understand to maximize conversion rates. While online card payments are growing rapidly, cash on delivery (utánvét) remains a significant payment method, particularly outside Budapest. The right payment mix can make the difference between a 2% and a 4% conversion rate, directly impacting revenue and profitability for online sellers.
OTP SimplePay – Market leader
OTP Bank's SimplePay is Hungary's largest and most widely used online payment solution. As a product of OTP, the country's biggest bank, SimplePay enjoys strong brand recognition and consumer trust. Integration is available via API or ready-made plugins for major e-commerce platforms including Shopify, WooCommerce, Magento, and PrestaShop. SimplePay supports card payments (Visa, Mastercard), instant bank transfers, and the SimplePay e-wallet. Transaction fees typically range from 1.5% to 2.5% depending on volume, with monthly minimum fees applying. SimplePay handles PSD2-compliant Strong Customer Authentication (SCA) automatically, ensuring regulatory compliance for all card transactions.
Barion Payment – Innovative fintech
Barion is an innovative Hungarian fintech payment solution offering Smart Gateway functionality and an e-wallet system. It is particularly popular among small and medium-sized webshops due to its straightforward integration process, quick onboarding, and competitive fee structure. Barion supports card payments, instant bank transfers, the Barion e-wallet, Apple Pay, and Google Pay. The Barion Pixel enables remarketing campaigns based on payment data, helping merchants retarget customers who abandoned their carts. Barion also offers a unique feature where Barion wallet users can pay with one click, reducing friction at checkout.
Bank cards and instant transfers
Visa and Mastercard card payments are used by approximately 45% of Hungarian online shoppers. 3D Secure Strong Customer Authentication (SCA) is mandatory under PSD2 for all online card transactions. The Hungarian instant payment system (AFR – Azonnali Fizetési Rendszer) enables bank transfers that settle within seconds, 24/7, making it an increasingly attractive payment option for e-commerce. Several payment providers now offer instant transfer as a checkout option alongside traditional card payments.
Cash on delivery and installments
Cash on delivery (utánvét/COD) remains preferred by 20-25% of Hungarian buyers, especially older demographics, first-time online shoppers, and consumers in smaller towns and rural areas. While more expensive for merchants due to handling fees charged by carriers (typically HUF 200-500 per package) and higher return rates, COD is essential for maximizing conversion in the Hungarian market. Installment payment options through providers like Cetelem and CofidisPay are growing in popularity for higher-value purchases such as electronics and furniture.
Payment strategy recommendations
For maximum conversion, offer at minimum card payments (via SimplePay or Barion), cash on delivery, and bank transfer. Adding Apple Pay, Google Pay, and installment options can further boost sales. Zunapro configures the optimal payment mix and integrates all payment providers into your Hungarian e-commerce platform, ensuring a smooth checkout experience for every customer segment.
