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%.

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.