eCommerce market in Bulgaria

Bulgaria is the 68th largest market for eCommerce with a predicted revenue of US$1,898.3 million by 2023, placing it ahead of Morocco. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 12.9%, resulting in a projected market volume of US$3,088.4 million by 2027. With an expected increase of 27.9% in 2023, the Bulgarian eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Bulgaria, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the Bulgarian eCommerce market. Electronics & Media is the largest market and accounts for 36.8% of the Bulgarian eCommerce revenue. It is followed by Fashion with 20.6%, Food & Personal Care with 20.2%, Furniture & Appliances with 13.7%, and Toys, Hobby & DIY with the remaining 8.7%.

Market development

eCommerce revenue development in Bulgaria

Bulgaria is the 68th largest market for eCommerce with a predicted revenue of US$1,898.3 million by 2023, placing it ahead of Morocco. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 12.9%, resulting in a projected market volume of US$3,088.4 million by 2027. With an expected increase of 27.9% in 2023, the Bulgarian eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Bulgaria, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the Bulgarian eCommerce market. Electronics & Media is the largest market and accounts for 36.8% of the Bulgarian eCommerce revenue. It is followed by Fashion with 20.6%, Food & Personal Care with 20.2%, Furniture & Appliances with 13.7%, and Toys, Hobby & DIY with the remaining 8.7%.

eCommerce revenue development in Bulgaria

in million US$, in %

Note: Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war

Source: Statista Market Insights, ecommerceDB

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 18.6 36.3 80.6 56.6 50.0 86.9 41.8 54.9
AOV (in US$) 46.8 34.0 93.4 93.6 49.7 83.8 81.2 25.7
CVR (in %) 18.6 36.3 80.6 56.6 50.0 86.9 41.8 54.9
AOV: Average Order Value CVR: Conversion Rate

Top stores

Top five online stores in Bulgaria by net sales 2021

The biggest player in the Bulgarian eCommerce market is emag.bg. The store had a revenue of US$139.7 million in 2021. emag.bg is followed by obuvki.bg and technopolis.bg as the second- and third-largest stores with US$38.3 million and US$36.2 million, respectively. Altogether, the top three stores account for 25.9% of the top 100 online stores' 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.

eCommerce net sales generated in Bulgaria in 2021

in million US$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ecommerceDB analysis

no-access-0 no-access-1 no-access-2 no-access-3 no-access-4
Filtered revenue (in mUS$) 900.0 550.0 470.0 430.0 370.0
Share of global revenue (in %) 20.7 12.0 3.9 20.6 20.7
Global revenue (in mUS$) 8,300.0 4,600.0 1,190.0 2,122.0 1,814.0
Growth global revenue (in %) 8.3 12.4 33.6 18.0 12.6