Sales Representative in Hungary

Overview by

Commercial Intermediaries

Trading Companies
  • Type of Organization
Being referenced at trading companies is a compulsory step when wanting to sell to Hyper or supermarkets. The cost of this step can be considerable, which has to be bore by the supplier.
  • Main Actors
Hyperimpex kft.
Provera beszerzési kft
  • Type of Organization
Besides having an intermediary role between the manufacturer and retailers they also act now as importers. They are responsible for the storage, transport and obtaining different documents.
  • Main Actors
Nagybani piac
Useful Resources
Wholsale portal
Hungarian Chamber of commerce and industry

Using a Commercial Agent

The Advantages
A local agent or distributor is recommended in those instances when establishing a direct sales or production subsidiary in Hungary is not feasible. The use of agents is more common in sectors where capital and technical expertise is paramount, such as machining, automation, tooling, and heavy industry.
Where to Be Vigilant
Companies should meet personally with prospective agents to ensure all legal obligations are understood before signing an agreement. In selecting a representative, companies should consider: ability to cover the entire Hungarian market, manage price-setting, oversee sales channels, conduct marketing, manage operational expenses, and offer after-sales service.
Elements of Motivation
Financial motivation, put them in competition.
The Average Amount of Commission
From 3 to 10% sales commission depending on the value and nature of the product. Stocking distributors expect higher margins.
Breach of Contract
1 month notice, which get higher as the cooperation advances
Finding a Commercial Agent
Hungarian Development and trade Agency (ITD)
Find Sales and Distribution Service Providers in Hungary on

Setting Up a Commercial Unit

The Advantages
Establishing a presence and an office in Hungary is quite expensive as the costs of labor, office rent, and other expenses are really high.
Where to Be Vigilant
It should be considered in the case of long-term sales development.
Different Possible Forms of Settlement
  • A Representative Office
Such an office can obtain market data and other information and provide necessary promotional and service support. A representative office must not involve itself in commercial transactions or generate income, and therefore cannot directly handle commercial orders
  • A Branch Office
A branch office may take and fill orders and carry out a full marketing program, including advertising, recruiting a sales force, and performing promotional activities. A branch office is liable for payment of Hungarian taxes. c
  • A Company
Setting up a wholly-owned corporation will involve more time and expense, but it can offer an effective means of guaranteeing better protection for proprietary information, obtaining credit, and penetrating markets which have subtle but substantial barriers to imports.


Evolution of the Sector
Roughly 400 franchises currently operate in Hungary, half of which are foreign-owned
Some Big Franchises
McDonalds, fast food
Fornetti, baker
Pizza Hut, restaurant
Hertz, cars location
5 á sec, textile cleaning
For Further Information
Hungarian Franchise Association
Find more on about Selling to Hungary.

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