Introduction to e-Commerce in Bulgaria

 

Bulgaria joined the eurozone in January 2026. With the introduction of the common European currency to the country, the Bulgarian e-Commerce market became even more attractive to eurozone-based businesses. Thanks to the elimination of burdensome currency conversion, cross-border shopping got much easier.

 

 

A small Bulgarian flag resting on the map of Bulgaria

 

 

Bulgaria’s economic and digital landscape

Bulgaria has a population of 6.68 million people. The country’s GDP in 2026 is projected to reach $142.2 billion, with a 3.1% annual growth.

 

Internet penetration is high, with 92.8% of households having internet access at home. 51.2% of consumers use the internet for shopping purposes.

 

The e-Commerce market is expanding in the country. Online merchants report a 5-20% increase in sales in the first three quarters of 2025, and analysts expect this growth to continue due to the accelerating competition spurred by the increasing presence of international brands in the country.

 

Online sales brought in 1.95 billion euros in 2023, but are projected to reach 3.57 billion euros by 2026. The increase can be explained by the growing confidence of Bulgarian shoppers in e-Commerce, as well as the expanding product offerings. The projected growth provides excellent opportunities for businesses that consider entering the Bulgarian e-Commerce market.

 

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How Bulgarian consumers shop online

As mentioned before, about half of Bulgaria’s population currently shops online. 45.4% of those reside in larger cities, with many of them located in the southwest part of the country. The overwhelming majority of shoppers, 94.4%, prefer local sellers even when shopping online. However, 32% also shop in online marketplaces based in other EU countries, while 18% don't shy away from shopping outside of the European Union.

 

 

| 94.4% of Bulgarian shoppers prefer local sellers even when shopping online

 

 

Regarding age, the consumer group aged 35-49 years is the most active in e-Commerce, with 50.6% buying products online. 20% of 50-65 year-olds also shop on the internet.

 

As for products, clothing, footwear, and accessories are the three most popular product categories shopped online, taking up 81.3% of all purchases. Booking travel accommodations is the second most popular category with 30.5%, and sporting equipment follows closely with 30.4%.

 

Shoppers can choose from a selection of international and local marketplaces. According to Similarweb’s 2026 January ranking, Temu was the most visited online marketplace in Bulgaria, closely followed by eMAG (a Romania-based platform selling electronics, home equipment, and fashion), AliExpress, Trendyol, and Kaufland.

 

A convincing majority of shoppers (60%) prefer to pay with cash on delivery. Credit and debit cards take up second place with 31.32%, and a small amount (4.58%) of shoppers use mobile payments.

 

 

A screenshot of the homepage of emag.bg

 

 

Bulgarian consumers like to research products before committing themselves to a purchase. As the traditional values of community and family are strong in the country, consumers often opt for local brands and products to strengthen their domestic economy and to support local businesses. Price-consciousness also plays a role, which is why bulk discounts and family deals are popular with Bulgarian shoppers.

 

Adhering to local customs and traditions is very important for businesses that want to market products to Bulgarian consumers. Translating all marketing and web content to Bulgarian is a must, along with learning about local celebrations and offering timed deals to coincide with those.

| Translating all marketing and web content to Bulgarian is a must

Social media marketing and mobile commerce are both increasing in importance in Bulgaria. Working with local influencers and providing mobile-friendly versions of your webshop can make a big contribution to the success of your Bulgarian launch.

 

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The impact of the euro on the Bulgarian market

The introduction of the euro makes the Bulgarian e-Commerce market even more attractive. With currency conversions abolished, cross-border trade has become much easier. The payment process thus simplified, exchange costs and risks gone, retailers can make more use of Bulgaria’s strategic location in the Balkans.

 

With access to important trade routes on the Danube River and the Black Sea, Bulgaria is now even more suitable as a location for logistics and fulfillment centers.

 

In addition, the presence of a trusted and stable currency makes the country more attractive to investors. However, short-term challenges can also be expected to arise as the population and businesses adjust to the new currency, including confusion over correct prices and inflation.

 

 

Predictions for Bulgarian e-Commerce in 2026

Thanks to current favorable trends along with the introduction of the euro, analysts predict that Bulgarian e-Commerce will continue to develop at a fast rate. The market is expected to reach a value of 10.09 billion euros by 2031.

 

With the competition presented by increasing cross-border trade, local marketplaces and brands are likely to innovate and expand their reach as well. This also includes new payment options. As consumers prefer payment security, webshops that display digital verifications like SSL badges have a better chance at conversion.

 

Cash-on-demand is still a popular payment choice. However, the acceptance of innovative, contactless payment options like digital wallets also grows. These are currently used in 27% of all e-Commerce transactions.

 

If retailers indeed make use of Bulgaria’s strategic location to open new distribution centers, e-Commerce could get another boost from the increasing traffic of goods through the country. With more dependable shipping and delivery, consumer trust is bound to grow.

 

The surge of cross-border traffic may also encourage local brands and retailers to widen their horizons and offer their products in other EU countries, giving a further boost to Bulgaria’s economy.

 

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What brands should consider before entering the Bulgarian e-Commerce

As mentioned earlier, Bulgarian consumers are keen to support their community. Businesses entering the market should consider positioning themselves and their products in a way that aligns them with the values of locals.

| Bulgarian consumers are keen to support their community

Translating all your content into Bulgarian is a must, just like offering locally accepted, safe payment methods. Invest in further trust-building by featuring clear policies on delivery, returns, and any additional costs that may arise out of an eventual purchase.

 

As competition becomes more fierce, visibility is crucial. Therefore, learn all about your target market’s digital habits (e.g., which social media platform do they prefer, what time they are usually online, etc.), and make sure you adjust your campaigns to them.

 

Collaborate with local influencers in your niche and feature your products on local marketplaces to have a bigger chance of meeting your target audience.

 

Trust, community, and tradition are very important values for Bulgarian consumers; you can build long-term trust and loyalty amongst your target market by adhering to these values.

 

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Online brand protection challenges in Bulgarian e-Commerce

Entering a new market always brings along its own challenges, especially when it comes to your IP rights. Unauthorized sellers diluting your brand value and counterfeit versions of your products flooding your new marketplaces are two of the most prevalent issues brands face in a new market.

 

Unfortunately, Bulgaria’s geographical location makes it very desirable for illicit traders. Counterfeit goods, most often luxury fashion, accessories, beauty products, perfumes, and pharmaceutical products, pass through the country for local distribution as well as for later sale in Western Europe.

 

Digital piracy is another issue in Bulgaria, right alongside fake reviews and fake seller accounts prevalent on marketplaces and social commerce platforms. This is a serious problem for establishing trust, as consumers have grown weary of online fraud and retailers with malicious intent.

| Digital piracy, fake reviews, and fake seller accounts are issues in Bulgaria

Despite EU regulations, corruption is a serious problem in Bulgaria, which makes the fight against counterfeiting much more difficult.

 

Luckily, you are not alone in facing these issues. With close to two decades of experience in protecting our clients’ IP rights, globaleyez is right there with you.

 

The first thing we recommend to any brand or retailer entering a new market is to secure its trademarks and copyrights. Registering your IP rights in your new market creates the best basis for protecting them.

 

But registering your rights is not enough; you also need to monitor them. globaleyez monitors global and local marketplaces and social media platforms to look for potential cases of infringement. In the case of Bulgaria, where customers tend to turn to local retailers with their own webshops, domain monitoring is also essential to detect infringing product listings.

 

A test purchase allows us to learn as much as possible about the origins of an infringing product, as well as the identity of its sellers. Then it’s time to enforce your rights and remove the infringing content from the internet, whether it’s a product listing, an ad, an image, or even an entire webshop.

 

We work together with a wide network of industry professionals, including marketplaces, domain registries and registrars, payment providers, and social media platforms to ensure the fastest and most effective service for our clients.

 

 

Conclusion

Bulgaria’s rapidly developing e-Commerce market, as well as the recent adoption of the euro, make it an attractive market for brands and retailers alike. Should you decide to enter the Bulgarian market, put the protection of your IP rights on your to-do list as well to avoid unpleasant surprises.

 

Contact us if you want to learn more about protecting your IP rights in Bulgaria, or anywhere else in the world!