Online shopping has become part of everyday life in Hungary, yet consumers are increasingly encountering counterfeit or low-quality products on popular marketplaces – products that in some cases can pose serious health or safety risks. According to the study, a significant proportion of shoppers are unaware of these risks, while others accept the uncertainty because of the low prices.

Based on 200 test purchases, the ordering process on most platforms is smooth, most products arrive on time, and customers usually receive what they ordered. The problems begin when the product received is of lower quality than advertised, or proves to be an entirely different item altogether, triggering the complaints process. Quality complaints most commonly arose in categories such as electronics, tools, cosmetics and clothing. Shoppers frequently reported misleading photographs, incomplete product descriptions, or counterfeit products that only resembled the original in their packaging.

According to the study, the quality of complaint handling is the most critical issue on online marketplaces. On many platforms, the return process is complex, involving hidden conditions or disproportionate costs. There were cases of lost packages, vanishing sellers, broken parcel tracking links, and situations where the customer could only receive a voucher credit instead of a refund via cash or bank transfer. The analysis shows that experiences like these erode consumer trust, and many shoppers simply give up on their complaints.

However, the study also identified positive examples: if an online marketplace handles problems quickly, transparently and empathetically, customer satisfaction remains high even when something goes wrong with the order. Long-term consumer trust is built primarily through the fair resolution of problematic cases. As well as filtering out dangerous products, clear communication, accessible customer service and a fair returns process are equally important.

Experts stress that if you suffer harm when shopping online, the first and most important step is to have thorough documentation: take photographs of the product and the packaging, and make sure to keep the invoice or receipt. First, try to resolve the dispute directly with the seller. If that fails, use the marketplace’s own complaint system or buyer protection programme.

If in-platform resolution proves unsuccessful, Hungarian consumers can take their complaints to the National Trade and Consumer Protection Authority, turn to arbitration boards for out-of-court dispute resolution, or contact the European Consumer Centre if the complaint involves a seller registered in another EU Member State. In more serious cases of fraud, counterfeiting or phishing, the National Tax and Customs Administration and the police have jurisdiction.

As Digital Services Coordinator, the NMHH oversees the lawful operation of the domestic online marketplaces under the EU’s Digital Services Act (DSA). The regulation requires online marketplaces to take immediate action if they become aware that illegal products or content have appeared on their platform.

Online marketplaces operated by entities other than micro and small enterprises must also comply with specific obligations: they must verify the identity of sellers on their platforms, ensure that consumers have access to the details of these sellers, and notify buyers if they have previously purchased dangerous or illegal products.

Consumer awareness is crucial for preventing harm: be suspicious if a product is offered at an unrealistically low price, if it is advertised with poor-quality or stock photos, or if the listing text is poorly written, as if by a non-native speaker. Always check the seller’s ratings, history and physical contact details before making a purchase, and never save your payment information on the platforms.