Hungarian consumers are already comfortable with card payments and online digital wallets, and as instant-payment infrastructure has taken hold, an expectation has formed that "payment should be over in seconds." Apple Pay meets that expectation by putting an existing card into the wallet for one-tap payment, and because its biometric authentication satisfies SCA requirements, it helps reduce checkout drop-off.
Hungary is a market with widespread card adoption, and thanks to the payment infrastructure modernization led by the central bank, MNB (including mandatory instant payments), consumers have come to expect a fast, frictionless payment experience as a matter of course. In this environment, Apple Pay isn't a new payment network — it's a "wallet layered on top of a card" that tokenizes a consumer's existing card onto an iPhone or Apple Watch and approves payment with Face ID or Touch ID. Since card numbers no longer need to be typed in, merchants can expect an improvement in mobile checkout drop-off.
This is a strong candidate for fashion and beauty e-commerce with a high share of mobile web and app sales, subscription-based digital services, and delivery or ticketing businesses where payment frequency is high and any friction in authentication directly affects conversion. Given that the market's relative share of iOS users is lower, it is common to pair this with Google Pay, discussed further below, to cover both device ecosystems.
When the consumer taps the Apple Pay button at checkout, the tokenized card information (DPAN) stored on the device is passed through, and the payment is approved via Face ID or Touch ID biometric authentication. Because this biometric authentication satisfies the Strong Customer Authentication (SCA) required under PSD2, a separate 3DS screen is often unnecessary. Hecto Financial receives the approved funds in forint (HUF) and, after currency conversion, settles with the Korean merchant in whichever of USD, KRW, or JPY was chosen in the contract.
Integrating through Hecto Financial lets merchants consider displaying the Apple Pay button at web and app checkout without a separate contract with Apple or a Hungarian local acquirer. Actual support availability and terms (settlement cycle, fees, currency options) vary by industry and transaction volume, so confirmation with the sales team is required before signing a contract.
※ This section describes the general support process and does not guarantee that integration will be possible for any specific merchant. Please confirm the exact scope of support and fees through a consultation.
Confirm whether a contract is available under a Korean business registration
The integration method and priorities differ depending on your online sales channel mix, such as an owned storefront, open marketplaces, or a mobile app
Check in advance whether your products fall under a restricted category under Apple Pay's merchant policies
Confirm compliance with EU payment regulations such as PSD2 and SEPA (see official sources below)
The basic settlement structure is "receive locally, then settle in a chosen currency." In other words, funds a Hungarian customer pays in HUF are received and converted by Hecto Financial, and the Korean merchant receives payment in whichever of USD, KRW, or JPY was chosen in the contract. Refunds return to the original card through the token used for payment and follow the refund rules of the underlying card scheme. When selling remotely to Hungarian consumers, be sure to reflect the possibility of a withdrawal request within 14 days in your refund policy in advance.
Hecto Financial's team will work with you to review the payment method mix best suited to the Hungarian market.
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