e-Commerce Market Analytics

The eCommerce market in Bulgaria

Bulgaria is the 67th largest market for eCommerce with a revenue of US$987.9 million in 2021, placing it ahead of Croatia and behind Lithuania.

With an increase of 29%, the Bulgarian eCommerce market contributed to the worldwide growth rate of 15% in 2021. Just like in Bulgaria, global eCommerce sales are expected to increase over the next years. As new markets are emerging, global growth will continue over the next years. This development will be propelled by East and Southeast Asia with their growing middle class and their lagging offline infrastructure.

With a yearly growth rate of 13% between 2021 and 2025, Bulgaria is even expected to outperform the global average of 6%.

The eCommerce market in Bulgaria

Top online stores

The biggest player in the Bulgarian eCommerce market is emag.bg. The store had a revenue of US$144 million in 2021. emag.bg is followed by technopolis.bg and hm.com as the second- and third largest stores with US$36 million and US$35 million, respectively. Altogether, the top three stores account for 20% of online revenue in Bulgaria.

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.

One of the fastest-growing stores in the Bulgarian market is aboutyou.bg. The store achieved online net sales of about US$6.4 million in 2021. Its revenue growth amounted to 255% in the previous year.

More information on the top 100 online stores in Bulgaria can be found in our ecommerceDB Country Report.

Growth champions:
Editorial tips:

Top online eCommerce stores in Bulgaria by eCommerce net sales 2021 in million US$

# Store
1. obuvki.bg
2. technopolis.bg
3. hm.com
4. praktiker.bg
5. home-max.bg

The eCommerce market in Bulgaria

Market size and growth rate

Revenue in 2021
CAGR 2021-2025
Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.

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The eCommerce market in Bulgaria is expected to increase over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate for the next four years (CAGR 21-25) will be 13%. Compared to the year-over-year growth of 29% between 2020 and 2021, this decrease in yearly growth suggests a moderately flooded market. However, an indicator of growth potential is the online penetration of 35% in Bulgaria; in other words, 35% of the Bulgarian population have bought at least one product online in 2021.

Five categories are considered by ecommerceDB. Fashion is the largest segment in Bulgaria and accounts for 34% of the eCommerce revenue in Bulgaria. It is followed by Electronics & Media with 30%, Toys, Hobby & DIY with 15%, Furniture & Appliances with 13%, and Food & Personal Care with the remaining 8%.