Visa has expanded its Digital Payments Programme to Hungary after rolling it out in seven other countries across the region. The initiative is designed to support Hungarian micro and small enterprises that are already active in e-commerce or planning to enter the sector, helping them embrace digital tools and remain competitive.
The programme targets businesses that have not accepted online card payments in the past 12 months or are just beginning their e-commerce activities. For six months, participating merchants will be able to process online card transactions free of charge. In addition, they gain access to tools for invoicing, online store creation, inventory management, courier logistics, and digital advertising, along with discounts and educational resources.
The three-year programme is being launched in cooperation with Hungarian partners already active in digital commerce, including Shoprenter, Árukereső, DPD, Boxy, and Számlázz.hu.
Visa highlighted the rapid expansion of Hungarian e-commerce, which grew at an average annual rate of 25 per cent between 2018 and 2023, reaching a market value of around 8 billion euros, equivalent to 4.1 per cent of GDP. Consumer payment habits have shifted in parallel: while only 48 per cent of Hungarians preferred digital payment methods in 2020, this figure rose to 69 per cent by the end of 2024. Shoppers now expect not only security but also seamless digital transactions.
According to Visa, small businesses that fail to adapt risk missing out on new customers, growth opportunities, and international expansion. ‘By making online card acceptance simple and accessible, we can help businesses benefit from the opportunities of the digital economy,’ said Bence Sármay, Visa’s country manager for Hungary.
Visa has supported local merchants across Europe since 2018 with programmes to expand acceptance and promote digitalization, enabling businesses to reach more customers and provide improved payment experiences. The Hungarian launch is part of a wider initiative to accelerate the digital transformation of SMEs, which has already proved successful in seven other Central and Eastern European countries.
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