E-commerce Trends in Bulgaria: 2023 Developments

Published on September 29, 2025 and written by Cyril Jarnias

E-commerce in Bulgaria has experienced rapid growth in recent years, quickly transforming the country’s commercial landscape. This swift evolution presents numerous opportunities for entrepreneurs and businesses looking to expand in this dynamic market. Let’s examine in detail the key trends shaping the future of Bulgarian e-commerce.

Bulgarian Consumer Behavior

Bulgarian consumers’ shopping habits are rapidly evolving, reflecting growing adoption of online commerce. In 2024, the Bulgarian e-commerce market reached an estimated value of 2 billion euros, representing a 19% increase compared to the previous year. This impressive growth demonstrates Bulgarians’ increasing confidence in online shopping.

A particularly interesting aspect of Bulgarian consumer behavior is their persistent preference for cash on delivery. According to a study conducted by the Bulgarian E-commerce Association (BEA), 60% of online purchases are still paid in cash upon delivery. This trend, although beginning to diminish, remains an important factor for e-commerce businesses looking to enter the Bulgarian market.

Furthermore, there’s a significant increase in purchases via mobile devices. Bulgarian consumers are increasingly using their smartphones to research products and complete purchases. This trend highlights the importance for e-commerce businesses to optimize their sites for a smooth and intuitive mobile experience.

Technology and Innovation in Bulgarian E-commerce

Technological innovation plays a crucial role in the evolution of e-commerce in Bulgaria. Bulgarian companies are heavily investing in advanced technological solutions to improve customer experience and optimize their operations.

Artificial intelligence (AI) and machine learning are increasingly being adopted by Bulgarian e-commerce businesses. These technologies enable advanced personalization of the shopping experience, more relevant product recommendations, and more efficient inventory management. For example, companies like Allegro, one of the e-commerce leaders in Eastern Europe, use AI to analyze user behavior and offer customized deals.

Augmented reality (AR) is also making its entry into the Bulgarian e-commerce landscape. This technology allows consumers to visualize products in their real environment before purchase, thereby reducing returns and increasing customer satisfaction. Fashion and home decor retailers are beginning to integrate AR features into their mobile applications.

Furthermore, blockchain is gaining ground in the Bulgarian e-commerce sector, particularly for securing transactions and improving product traceability. This technology offers increased transparency and strengthens consumer trust, a crucial aspect in a market where distrust of online payments remains a challenge.

Logistics and Delivery: Last-Mile Challenges

Logistics and delivery constitute major challenges for e-commerce in Bulgaria. With the increase in online sales, consumer expectations regarding delivery speed and flexibility have grown.

Bulgarian companies are heavily investing in optimizing their logistics chains. There’s a growing trend toward using technological solutions to improve delivery efficiency. For example, companies like Speedy, one of the main logistics players in Bulgaria, have implemented real-time package tracking systems, allowing customers to accurately track their orders.

Same-day or next-day delivery is becoming increasingly common in major Bulgarian cities. This evolution responds to growing consumer demand for shorter delivery times. To meet this need, many Bulgarian e-commerce companies are developing partnerships with local delivery companies or investing in their own distribution networks.

Another important aspect of e-commerce logistics in Bulgaria is the development of pickup points. Facing the persistent preference for cash on delivery, many e-commerce businesses have established networks of pickup points where customers can collect and pay for their orders. This approach helps reduce delivery costs while offering more flexibility to consumers.

Digital Marketing: Innovative Strategies to Conquer the Bulgarian Market

Digital marketing plays a crucial role in the success of e-commerce businesses in Bulgaria. With increasing competition, brands must adopt innovative strategies to stand out and attract consumer attention.

Social media has become an essential marketing channel for Bulgarian e-commerce businesses. Facebook and Instagram are particularly popular, with increasing use of TikTok among younger consumers. Brands are heavily investing in influencer marketing, collaborating with local influencers to promote their products and services.

Video content is gaining importance in digital marketing strategies in Bulgaria. E-commerce companies are increasingly using short video formats on social media and YouTube to present their products in engaging and interactive ways. This trend aligns with Bulgarian consumers’ preferences for visual and easily digestible content.

Data-driven personalized marketing is also booming. Bulgarian e-commerce businesses use advanced analytics tools to segment their audience and create targeted marketing campaigns. This approach helps improve conversion rates and build customer loyalty by offering them relevant deals.

Furthermore, search engine optimization (SEO) remains a priority for many Bulgarian e-commerce businesses. With increasing online competition, it’s crucial to be well-positioned in search results to attract organic traffic. Companies are investing in creating quality content and technical optimization of their websites to improve their online visibility.

Market Forecasts: A Promising Future for Bulgarian E-commerce

The prospects for the e-commerce market in Bulgaria are extremely positive. Analysts predict continued growth in the sector, with e-commerce’s share of Bulgarian GDP estimated to reach 2.34% by 2025. This progression reflects not only the growing adoption of online shopping by consumers but also the improvement of the country’s digital infrastructure.

One of the key factors supporting this growth is the continued increase in Internet penetration rate in Bulgaria. In 2024, this rate reached 92.1% of households, with particularly marked progress in rural areas. This trend significantly expands the potential market for e-commerce businesses.

The m-commerce (mobile commerce) sector is expected to experience particularly rapid growth. With increasing smartphone adoption and improved mobile networks, more and more Bulgarian consumers are making purchases via their mobile devices. Companies that invest in optimized mobile shopping experiences will be well-positioned to capitalize on this trend.

Increased diversification of product categories sold online is also expected. While electronics and fashion currently dominate the Bulgarian e-commerce market, other sectors like food, beauty products, and home goods are expected to experience significant growth in the coming years.

Finally, the internationalization of Bulgarian e-commerce is a trend to watch. More and more Bulgarian companies are seeking to expand their operations beyond national borders, particularly targeting Central and Eastern European markets. This expansion offers significant growth opportunities for ambitious Bulgarian e-commerce businesses.

Conclusion: A Dynamic Market Offering Numerous Opportunities

E-commerce in Bulgaria is booming, offering fertile ground for entrepreneurs and businesses looking to expand in this dynamic sector. The market’s rapid growth, combined with evolving consumer behaviors and adoption of innovative technologies, creates an environment conducive to innovation and commercial success.

To succeed in this expanding market, e-commerce businesses must stay attuned to emerging trends, invest in appropriate technological solutions, and adopt targeted marketing strategies. Customer experience personalization, logistics optimization, and adoption of an omnichannel approach will be key success factors in the coming years.

Bulgaria, with its growing e-commerce market and developing digital ecosystem, represents an attractive opportunity for businesses seeking to expand their presence in Eastern Europe. By understanding and capitalizing on current trends, e-commerce businesses can position themselves advantageously to benefit from the continued growth of this dynamic market.