Space4Commerce 2025 in Budapest

Empowering Retail through Data and Innovation

Space4Commerce is Mastercard’s innovative initiative designed to support retail partners across Europe. The initiative aims to enhance business operations through data-driven insights, drawing on Mastercard’s extensive data ecosystem and consumer research. By showcasing market perspectives and fostering knowledge-sharing through case studies, best practices, and success stories, Space4Commerce empowers retailers to navigate the evolving market landscape with confidence.

On May 19, 2025, the Budapest edition of the Space4Commerce initiative took place at MÜPA, under the title „Data Unlocked: Personalization and Consumer Trends in Marketing”. The event offered attendees an in-depth look at the forces reshaping today’s market, with a particular focus on how shifting consumer behaviors are redefining the marketing and retail sectors.

The lineup of speakers featured experts from Mastercard’s Hungarian and European teams, as well as representatives from Google and Teufel. During the event, the Space4Commerce team presented findings from two newly conducted consumer research studies, offering fresh insights into personalization and emerging consumer trends.

Generational Differences & Emerging Behaviors

Presenters Agnieszka Śpionek and Viktória Haasz explored how shopping behaviors differ across generations. They introduced innovative trends such as the Pinduoduo group-buying model, which harnesses community purchasing power to drive down prices. The session also highlighted generational shifts in language and perception—for example, how the term „cool” is increasingly seen as outdated among Gen Z.

One standout topic was Smartflation, a newly emerging phenomenon that reflects how consumers are finding more cost-effective ways to access premium and luxury products.

Key findings about Gen Z’s shopping habits included:

• Only 36% would lower their standard of living during financial hardship.
• 63% actively seek cheaper alternatives for regularly purchased products, with brand loyalty contingent on clear financial benefits.
• Just 17% believe luxury is out of reach—thanks in part to the growing popularity of second-hand marketplaces.
• Many Gen Z consumers still report frustration during the shopping experience, despite their digital savviness.

E-Commerce in Central Europe: Trends and Insights

In the second half of the program, Edina Horváth and Bálint Oláh spotlighted the latest e-commerce trends in Central Europe, focusing on online sales of physical goods such as fashion and electronics. Starting with a macroeconomic overview, they then shared personal anecdotes to illustrate how key revenue drivers influence performance in the digital marketplace.

Highlights from their session:

• 80% of consumers expect a personalized shopping experience, though many remain cautious about sharing personal data.
• Over 90% have abandoned a purchase due to unsuitable delivery options.
• The use of digital wallets has tripled over the past two years.

The Budapest event offered valuable insights and sparked meaningful discussions about how personalization, data, and innovation can shape the future of retail. Through initiatives like Space4Commerce, Mastercard continues to support retailers in making smarter, more informed business decisions in a rapidly evolving market.