In 2025, Hungary is expected to experience economic growth trends. But which markets could demonstrate outstanding performance?
Here are the five most significant sectors we anticipate within the SME zone:
Artificial Intelligence (AI) and Automation
The expansion of AI technologies and automation continues, particularly among small and medium-sized enterprises (SMEs). The specialization of large language models (LLMs) allows businesses to apply AI in specific areas such as marketing communication, customer service, and administration. AI-driven automation reduces administrative burdens and increases efficiency.
The number of businesses using AI in the EU is rising: more than 13% of companies currently utilize AI, marking a 5.5% increase since 2023. Among EU member states, Denmark has the highest adoption rate, followed by Sweden and Belgium. Every EU country has seen growth since 2023, especially among large enterprises with more than 250 employees. In the EU, nearly 42% of large companies use AI. In Finland, over 70% of large enterprises have integrated AI, while in France and Italy, this figure is only around one-third, falling below the EU average in this category.
In Hungary, AI adoption is clearly increasing. One of the most significant growths in 2025 is expected in this sector.
Sustainability and Green Businesses
The growing demand for sustainability is driving the expansion of the green loan market and increasing demand for sustainable products. Companies are increasingly integrating eco-friendly solutions into their business strategies, creating new opportunities in the market for sustainable products and services.
Government incentives and tax benefits are also pushing businesses in this direction. A recent survey on sustainability perspectives in the SME sector found that 80% of Hungarian micro and small enterprises consider sustainable business operations important. Their main motivation is internal conviction rather than social expectations or perceived benefits.
This strong commitment to green business practices opens up significant market potential for companies that can support this transition professionally.
E-Commerce and Digital Services
Demand for online shopping and digital services continues to rise. Webshops offering niche products and online education platforms are particularly popular. For businesses, strengthening their digital presence and improving IT infrastructure is essential to maintaining competitiveness.
Despite significant market expansion in Asia—mainly in high-quality, well-scaled value-for-money products—Hungarian e-commerce businesses can expect significant growth in both domestic and international markets. The well-established logistics services enable fast and damage-free deliveries while optimizing shipping costs on an international level.
Additionally, the market for related digital services, such as marketing and support services for e-commerce, is also expected to grow significantly.
Cybersecurity and Data Protection
As digitalization advances, cybersecurity becomes increasingly important. Compliance with the EU’s NIS2 directive and stricter data protection measures will become crucial for businesses. The demand for IT security solutions is expected to rise significantly.
Healthcare and Wellness Services
The increasing focus on health preservation creates new opportunities in healthcare consulting, telemedicine, and mental health services. Innovative solutions, such as online consultations and wellness applications, are becoming increasingly popular.
This sector holds high potential and is still emerging, promising significant business opportunities in the coming years.
These five key trends will have a major impact on the Hungarian business landscape in 2025. Entrepreneurs who stay ahead of these developments will be well-positioned for success.