eCommerce market in Bulgaria

Bulgaria is the 62nd largest market for eCommerce with a predicted revenue of US$1,435.7 million by 2025, placing it ahead of Kuwait. Revenue is expected to show a compound annual growth rate (CAGR 2025-2029) of 12.5%, resulting in a projected market volume of US$2,300.1 million by 2029. With an expected increase of 15.5% in 2025, the Bulgarian eCommerce market contributed to the worldwide growth rate of 9.8% in 2025. Like in Bulgaria, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Bulgarian eCommerce market. Hobby & Leisure is the largest market and accounts for 28.1% of the Bulgarian eCommerce revenue. It is followed by Electronics with 20.0%, Fashion with 15.9%, Furniture & Homeware with 11.9%, Care Products with 9.0%, DIY with 8.9%, and Grocery with the remaining 6.1%.

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Bulgarian retail market, the online share is 8.9% and will increase by an average of 7.8% to 12.0% by 2029.

The biggest player in the Bulgarian eCommerce market is emag.bg. The store had a revenue of US$180.2 million in 2024. Store rankings include every store that generates revenue in Bulgaria. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Bulgaria was considered.

The Bulgarian eCommerce market in 2024 in terms of offered payment methods is fragmented and dominated by a few providers with Cash on delivery (Cash on delivery) covering the largest share with 79.8% of all online stores checked. Other offered payment methods in the Bulgarian eCommerce market in 2024 are VISA (Cards) with 64.0%, Mastercard (Cards) with 63.5%, and Bank transfer/cash in advance (Bank transfer) with 48.3%. With 21.9% Maestro (Direct debits) has already a significantly smaller coverage compared to Cash on delivery (Cash on delivery).

With 70.4% of all online retailers using Speedy the most common shipping service provider in the Bulgarian eCommerce market in 2024 closely followed by Econt, utilized by 59.9 of online retailers. Other shipping service providers, including Own delivery service, BOX NOW, and DHL, are employed by a significantly smaller proportion of online retailers.

In the Bulgarian eCommerce market, there is intense competition among various shop software solutions, leading to a highly fragmented landscape in 2024. None of the major shop software solution, including OpenCart, Magento, and WooCommerce, have been able to secure a market share exceeding 14.0%, suggesting a diversified market with numerous players holding smaller stakes.