Psychology in e-commerce: what aftercare service Germans and Hungarians expect

  • 12/19/2025
  • Hungary
  • Natalia Leonard

When expanding abroad, brands that understand local customer habits are most successful, as customer expectations can vary significantly from country to country. Sophisticated adaptation of after-sales services, communication, and return processes not only eliminates the risk of errors but also builds lasting customer relationships.

In this article, we will use Hungary and Germany as examples to show you how to create a cross-border CX that works.

The Cost of Expansion: One-off Costs Before Going Abroad

After reading the article, you will have a basic overview of the expenses that await you when analyzing the market and choosing an online web platform. You will gain the necessary know-how and insight to help you decide how to tackle each item: whether to do it yourself, with a specialist agency, or whether there is a happy medium. 

The Hungarian E-commerce

It's safe to say we shouldn't underestimate the Hungarian e-commerce market. It has grown 2.5 times its size in the last 4 years alone.

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