Ecommerce in Bulgaria

Since 2020, ecommerce has become increasingly popular in Bulgaria. Many consumers who were not online shoppers before the pandemic, now see the convenience of ecommerce. The online market is expected to reach 3.1 billion euros by 2027.

COUNTRY STATISTICS
Bulgaria
Population 6.520 million (2023)
Internet users (% of population) 83
Online sales 1.95 billion euros (2023)
Online stores worth mentioning: Koketna.com, Bgfashionzone.com, Secretzone.bg, FashionDays.bg

Content:

Ecommerce in Bulgaria is growing more popular

Ecommerce customers in Bulgaria

According to the European Ecommerce Report 2023, more than half (53 percent) of Bulgarian consumers buy goods and/or services online. That year, they spent an average of 680 euros online per shopper. Additionally, 83 percent of the population has access to the internet.

And according to research conducted by the Bulgarian Ecommerce Association, 45.4 percent of online shoppers in the country are urban residents. And when looking at the general population per region, the largest share of online shoppers can be found in the Southwest. At least 51.8 percent of residents here buy online.

PREFERRED PAYMENT METHODS – A large majority (60 percent) of online shoppers in the country prefer to pay with cash on delivery. Another 31.32 percent of online orders in 2022 were paid for with credit or debit cards. Bank and mobile payments were used in 4.58 percent of orders. The data also show an increase in BNPL-payments.

preferred payment methods

CROSS-BORDER – Consumers in Bulgaria seem to prefer to buy local. At least 94.4 percent of online shoppers in 2022 bought goods and/or services from local online stores. Of all online shoppers, 32 percent bought from online stores in European countries, while 18 percent bought from outside the European Union.

Looking for ecommerce software to start selling in Europe? Webador and Shopify are platforms that are well optimized for cross-border ecommerce.

The ecommerce market in Bulgaria

The national ecommerce association in Bulgaria estimated that online revenue in the country would total at 1.95 billion euros in 2023. This is a growth of 19 percent compared to a year before. In 2022, the ecommerce market was worth 1.64 billion euros.

b2c ecommerce market in bulgaria

When comparing the online market to the gross domestic product, ecommerce had a share of 1.92 percent in 2022. The GDP was 85,600 billion euros in that year. The research estimated that it would amount to 92,200 billion euros in 2023. That means that ecommerce would have a share of 2.11 percent in that year.

PRODUCT CATEGORIES – In terms of how many consumers buy different kinds of product categories, clothing, shoes and accessories is leading with 81.3 percent of all online shoppers in 2022. Accommodations follow with 30.5 percent. This is followed by sporting goods (excluding sportswear) with 30.4 percent.

Do you want to sell cross-border in Europe? It ain't easy but with the right ecommerce software, online marketing channels and European fulfillment companies market leadership is surely possible.

Leading online stores in Bulgaria

Emag is a major online store in Bulgaria. It offers many different products, from consumer electronics to fashion and toys. Together, the top 10 online stores made up 19.10 percent of the entire B2C market in Bulgaria in 2022. Other notable online stores are Ozone, Technopolis, eBAG and Ardes.

According to the Bulgarian ecommerce association, this was the top 10 online stores in Bulgaria in 2023:

1 eMAG.bg
2 Ozone.bg
3 Technopolis.bg
4 JYSK.bg
5 eBAG.bg
6 RemixShop.com
7 IKEA.bg
8 Ardes.bg
9 SportDepot.bg
10 Zora.bg

Emag is a leading online shop in romania

Ecommerce events in Bulgaria

A number of ecommerce events take place in Bulgaria each year. Check out our ecommerce events calendar for all the major online retail events in Europe.

Read all our articles about ecommerce in Bulgaria.

Pleuni

Pleuni

Pleuni writes all types of news and background articles for Ecommerce News, where she has been working since 2019.

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