E-commerce is on the rise in Hungary, with significantly growing numbers of customers shopping online. This paper aims to identify the direct and indirect drivers of the double-digit growth rate, including the related macroeconomic indicators and the Digital Economy and Society Index (DESI). Moreover, this study provides a deep insight into industry trends and outlooks, including high industry concentration and top industrial players. It also draws the profile of the typical online shopper and the dominant characteristics of online purchases. Development of e-commerce is robust, but there is still plenty of potential for growth and progress in Hungary.