The Hungarian Competition Authority (GVH) is actively regulating major online retailers, having imposed over 700 million forints in fines on eMAG alone, with 460 million forints in 2026. Temu and About You have collectively paid over 2.3 billion forints to Hungarian consumers due to recent GVH investigations. Additionally, Wish has committed to compensating around 100,000 Hungarian consumers with over 200 million forints.

As online shopping continues to grow in Hungary, the GVH is focusing on foreign marketplaces. According to PwC's report, the Hungarian e-commerce market exceeded 2100 billion forints by the end of 2025, prompting increased scrutiny of these platforms.

About You was found to have misled consumers and exerted psychological pressure, leading to a commitment to compensate hundreds of thousands of Hungarian consumers with 1750 forints each. The company also paid a fine of 505 million forints to the Hungarian budget.

Temu has also contributed significantly, paying over 1.3 billion forints, with at least 882 million forints returned directly to Hungarian consumers. The company has also agreed to implement a comprehensive compliance program following GVH's actions.

Both About You and Temu cooperated with the GVH during investigations, waiving their right to appeal and collectively paying 942 million forints to the Hungarian budget.

Since 2020, the GVH has recovered over 10 billion forints for Hungarian consumers. eMAG has faced a total of 710 million forints in fines over the years, with the latest fine of 225 million forints due to non-compliance with commitments. This fine is the second-largest in GVH's history.

The GVH aims to achieve direct compensation for consumers alongside imposing fines, having recovered significant amounts for the public since April 2020. The total fines imposed in cartel cases over the past six years have exceeded 25 billion forints.