Kifli.hu
| Industry | Online grocery retail |
|---|---|
| Founded | 2019 |
| Headquarters | , Hungary |
Area served | Hungary |
| Key people | Dániel Szabó (managing director) |
| Revenue | HUF 57.1 billion (FY 2024/25)[1] |
| Parent | Rohlik Group |
| Website | www |
Kifli.hu is a Hungarian online grocery retailer owned by Rohlik Group. It started operating in Budapest in late 2019. Hungary was Rohlik's first market outside the Czech Republic.[2]
Since then Kifli.hu became one of Hungary's largest online retailers. PwC ranked it second among online retailers in Hungary in both 2024 and 2025, behind Alza.hu, and first in online grocery retail.[3][4]
History
[edit]Rohlik launched Kifli.hu as the Hungarian version of its Czech online supermarket Rohlik.cz. Its name comes from the Hungarian word kifli, a crescent-shaped bread roll similar to the Czech rohlík.[2]
Rohlik entered Hungary in 2019 and opened a warehouse on Jászberényi Road in Budapest.[2] About €5–6 million was invested in establishing the Hungarian operation.[5] Tesco, Auchan and SPAR already delivered groceries online in Hungary.[2]
The COVID-19 pandemic brought a sharp increase in orders, which were about ten times higher in 2020. Kifli expanded its warehouse and began delivering to more areas outside Budapest.[6]
In September 2022, changes to Hungary's KATA small-business tax system disrupted Kifli's courier network. The company offered employment contracts to affected couriers, but around 150 left.[7]
Kifli was still reporting losses as it expanded, including around 5 billion forints in both 2021 and 2022.[8] For the financial year from May 2024 to April 2025, Kifli.hu Shop Kft. reported net sales of 57.1 billion forints, up from 45.2 billion a year earlier, and a net loss of more than 3 billion forints.[1]
Dániel Szabó became managing director and commercial director of Kifli.hu in February 2026.[9]
Logistics and fulfilment
[edit]Customers order groceries online, which Kifli prepares at its fulfilment centres and delivers to their homes.[2]
In November 2025, the company opened a new automated fulfilment centre in Biatorbágy. The facility contains an automated storage system with about 60,000 bins moved by approximately 240 robots. It was designed to process up to 12,500 orders per day, roughly doubling Kifli's previous fulfilment capacity.[10]
The new centre complemented Kifli's existing warehouse in Budapest and increased the company's capacity to expand its delivery area.[10]
Market position
[edit]In 2023, Kifli was Hungary's third-largest online retailer and the largest in online grocery retail.[11] PwC ranked it second overall in 2024, behind Alza.hu, and first in online grocery.[3] It kept those positions in 2025.[4]
See also
[edit]References
[edit]- 1 2 "Sokéves ígéretét váltja valóra Biatorbágyon a cseh óriás, miközben szenved a kormány csodafegyverétől". Forbes Hungary (in Hungarian). 2025. Retrieved 29 September 2026.
- 1 2 3 4 5 Torontáli, Zoltán (10 December 2019). "Indul Budapesten a Kifli.hu: a csehek ott támadják a Tescót és a társait, ahol a legjobban fáj nekik". G7 (in Hungarian). Retrieved 29 September 2026.
- 1 2 "PwC's 2024 ranking of top e-commerce companies in Hungary". PwC Hungary. 19 June 2025. Retrieved 29 September 2026.
- 1 2 "The top of PwC's E-toplist remains unchanged". PwC Hungary. 18 June 2026. Retrieved 29 September 2026.
- ↑ Gyöngyösi, Balázs (28 January 2020). "Az élre tör az online szupermarket". Világgazdaság (in Hungarian). Retrieved 29 September 2026.
- ↑ Kovács, Gábor (6 August 2021). "Akiknek bejött a járvány: belestünk a Kifli.hu végeláthatatlan raktárába". HVG (in Hungarian). Retrieved 29 September 2026.
- ↑ "150 futár ment el a Kiflitől a katás átalakítás után". HVG (in Hungarian). 6 September 2022. Retrieved 29 September 2026.
- ↑ Weiler, Vilmos (21 January 2024). "Évekig csak égette a pénzt a Kifli.hu, de mostanra bejött a stratégiájuk". Telex (in Hungarian). Retrieved 29 September 2026.
- ↑ "Magyar vezető került az egyik legnépszerűbb online szupermarket élére". Forbes Hungary (in Hungarian). 26 February 2026. Retrieved 29 September 2026.
- 1 2 "Kétszáznegyven robot pakolja össze a rendeléseket a Kifli.hu új okosraktárában". Index (in Hungarian). 6 November 2025. Retrieved 29 September 2026.
- ↑ "Ranking of the biggest online stores in Hungary published". Portfolio. 30 May 2024. Retrieved 29 September 2026.