eCommerce in Bulgaria is on the rise, demonstrating steady growth and significant potential for further development.
Recent data from NSI ( National Statistics Institute) shows that this sector is not only evolving faster than expected, but also surpassing Western European markets in certain key aspects.
With forecasts predicting even greater expansion in the coming years, the Bulgarian eCommerce sector is establishing itself as a strategically important driver of the country’s economy.
The Balkan eCommerce Summit aims to actively contribute to this growth by bringing together industry leaders, fostering innovation, and creating opportunities for collaboration. As a platform for sharing knowledge and best practices, it is driving forward the development of the eCommerce ecosystem in Bulgaria and the region.
Key Market Trends
Growth in Internet Users
Internet access in Bulgaria has been steadily expanding over the past years. In 2022, 87.3% of households had internet access, increasing to 88.5% in 2023, and reaching a record 92.1% in 2024. This growth is particularly noticeable in urban areas, where 94.7% of households are now connected, compared to 84.3% in rural regions. This trend not only highlights consistent growth but also signifies a narrowing of the digital divide between different parts of the country.
Increase in Online Shoppers
In 2022, only 40.5% of Bulgarians shopped online. This percentage grew to 45.2% in 2023 and reached nearly half of the population (49.8%) in 2024. The largest share of online shoppers resides in urban areas (54.3%), while in rural regions, the figure is 36.9%. This trend reflects substantial progress but also underscores challenges such as lower income levels, the lack of courier offices, and higher delivery costs in rural areas.
The Economic Impact of eCommerce
According to data from SessionStack, eCommerce in 2023 accounted for over 2% of Bulgaria’s GDP (approximately €2 billion). Projections for 2024 suggest this figure could exceed €2.5 billion. This growth provides ample opportunities for every business – whether offering services or selling products – to find their place in the market.
Most Popular Categories of Goods and Services
Bulgarian online shoppers show the greatest interest in the following categories:
Goods
- Clothing, Shoes, and Accessories
A significant 78.9% of users shop for these items online. One of the key reasons for this popularity is the widespread practice of brands like AboutYou, Obuvki BG and many more, offering free returns inside the country, allowing customers to easily return items they decide not to keep. - Cosmetics and Beauty Products
Around 32.7% of consumers purchase cosmetics and beauty products online. The primary appeal lies in the wide variety of brands and competitive pricing available on digital platforms. Additionally, online stores often feature unique promotions not found in physical retail locations. - Restaurant and Fast-Food Deliveries
Services like Glovo and Takeaway drive the popularity of this category, with 32.0% of people utilizing their offerings. These platforms go beyond restaurant deliveries, offering grocery shopping and other personalized services - Household Electronics and Appliances:
Accounting for 20.8% of online purchases, these items continue to be a key segment for eCommerce platforms.
There is also growing interest in niche products, such as children’s toys and accessories (15.4%), as well as bicycles, motorcycles, and cars (6.9%). This variety in consumer preferences highlights opportunities for the development of specialized markets. Services
- Transportation Services:
Used by 34.8% of online consumers, transportation plays a critical role in daily life. The rising demand for convenient and affordable options reflects the increasing need for efficient mobility solutions in the cities of the country. - Accommodation Rentals:
With 38.0% of users booking accommodations online, this service is popular not only for vacations but also for short-term business trips. This creates new opportunities for new business to compete within the hospitality industry. - Internet Service Subscriptions:
Growing steadily at 24.8%, this category benefits from improved infrastructure and the ever-increasing consumer need for constant connectivity.
As this trend continues, service providers have the chance to tailor their offerings to meet the specific needs of their customers, ensuring they remain competitive in a rapidly evolving market.
Challenges in the Sector
- Despite its growth, the eCommerce sector in Bulgaria faces several challenges:Delivery Issues
Over the past few years, logistics within Bulgaria have significantly improved, with domestic deliveries typically completed within 48 hours. However, the increasing interest of international merchants in the local market has introduced complications. For foreign sellers, delivery times often exceed a week, increasing the likelihood of goods arriving damaged. These challenges affect 7.7% of users due to long delivery times and 6.3% who report receiving damaged goods. - Limited Access in Rural Areas
In recent years, rising fuel prices and the increasing cost of raw materials and goods have led to higher delivery charges, particularly for home deliveries. Many rural areas lack courier offices or storage lockers, leaving residents with limited options. In these cases, home delivery becomes inevitable, which can be inconvenient and costly. - Difficult-to-Navigate Websites – Approximately 8.3% of consumers report challenges with navigating certain online platforms. A common issue is the misclassification of items, where products are placed in inappropriate categories. Addressing this issue could almost certainly lead to increased sales volume and value. Customers must find it easy to place an order if they are to spend their money on your website.
Addressing these challenges will be essential for ensuring the continued growth and competitiveness of eCommerce in Bulgaria, particularly as the sector seeks to expand its reach and improve the user experience.
Your Gateway to Unparalleled Business Growth: Balkan eCommerce Summit 2025
The Balkan eCommerce Summit 2025 founded by Nikola Ilchev stands as an unique event for the eCommerce sector, offering unmatched opportunities for the development of your business, networking, and growth. Mark your calendar for April 29-30, 2025, at the prestigious “Arena Sofia“, where the industry’s brightest minds and boldest innovators will converge.
Why your business needs to be there
- A Thriving Community: Over 4,000 professionals from more than 20 countries, including eCommerce store owners, SaaS providers, marketing agencies, and logistics experts, will be in attendance.
- Grand Exhibition: Explore an expansive showcase featuring 200+ exhibitors, presenting the most groundbreaking solutions reshaping the industry.
- World-Class Speakers: Get inspired by luminaries such as Jeff Hoffman, Pascal Brochier, Ahmed Hassan, David Henzel, and Martin Greif, who will share invaluable insights and strategies.
- Networking Zones: Purpose-designed spaces where you can foster connections and unlock new business partnerships.
- Balkan Party On Day 1: Wrap up with an exhilarating evening of music, entertainment, and relaxed networking in a vibrant, informal atmosphere.
Seize this opportunity to elevate your business and connect with the leaders shaping the future of eCommerce. The Balkan eCommerce Summit 2025 is more than an event – it’s your gateway to transformation.
Why Your Business Should Attend
Bulgaria is solidifying its position as one of the most dynamic eCommerce markets in the region, driven by a rapidly developing infrastructure and the adaptability of local businesses to global trends. The steady growth, diverse opportunities, and initiatives like the Balkan eCommerce Summit 2025 highlight the country’s potential to become a hub for innovation and expansion.
For businesses aiming to establish a strong presence in the future of eCommerce in the region, attending this event is not just recommended – it’s a strategic necessity.
📅 Don’t miss this opportunity! Secure your ticket now and meet the visionaries shaping the future of eCommerce at the Balkan eCommerce Summit 2025.
For more information, visit balkanecommerce.com.