Hobby & Leisure market in Bulgaria

The Bulgarian Hobby & Leisure eCommerce market is predicted to reach US$398.0 million by 2025 and accounts for 28.1% of the total eCommerce market in Bulgaria. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2025-2029) will be 16.4%, resulting in a projected market volume of US$730.5 million by 2029. Within the Hobby & Leisure market ECDB considers the following twelve sub-markets: Media, Sports Equipment, Pet Supplies, Toys, Bullion & Precious Metal, Stationery, Crafts & Art Supplies, Camping & Adventure, Musical Instruments, Flowers & Gifts, Other Hobby & Leisure, Erotic & Adult, and Smoking Supplies.

Monthly revenues

Monthly eCommerce revenues in the Bulgarian Erotic & Adult market

The monthly eCommerce revenue of the Bulgarian Erotic & Adult market was US$1 million in April 2025. This refers to a growth of 1.8% compared to March 2025. Within the last 12 months, the monthly revenue share was the highest in November 2024 with 10.6% of the total 2024 revenue of the Bulgarian Erotic & Adult market and the lowest in July 2024 with 7.3% of the total 2024 revenue.

Revenue Last Month

US$0.7m

The eCommerce revenue grew by 1.8% from March 2025 to April 2025.

04-2025+1.8%

Monthly revenue shares in the last 12 months

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

0-20251-20252-20253-20254-20255-20256-20257-20258-20259-202510-202511-2025
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)54.440.323.141.11.065.593.557.270.438.199.739.2

Market development

eCommerce revenue development in the Erotic & Adult market in Bulgaria

The Bulgarian Erotic & Adult eCommerce market is predicted to reach US$8.9 million by 2025 and accounts for 2.2% of the Hobby & Leisure eCommerce market in Bulgaria. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2025-2029) will be 16.2%, resulting in a projected market volume of US$16.3 million by 2029. The Erotic & Adult eCommerce market is a sub-market of the Hobby & Leisure market. Further categories within the Hobby & Leisure market are: Bullion & Precious Metal, Camping & Adventure, Flowers & Gifts, Media, Musical Instruments, Other Hobby & Leisure, Pet Supplies, Smoking Supplies, Sports Equipment, Stationery, Crafts & Art Supplies, and Toys.

eCommerce revenue development in the Erotic & Adult market in Bulgaria

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Erotic & Adult market in Bulgaria

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)75.468.190.929.260.353.932.295.5

Online share

eCommerce online share of the total Erotic & Adult market in Bulgaria

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 Erotic & Adult retail market, the online share is 5.0% and will increase by an average of 6.0% to 6.4% by 2029.

eCommerce online share of the total Erotic & Adult market in Bulgaria

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)8.4%23.6%47.6%82.8%18.3%69.3%42.0%91.9%

Top stores

Top five Erotic & Adult online stores in Bulgaria by net sales 2024

With sales in the Bulgarian Erotic & Adult market, hippoland.net generated a revenue of US$0.7 million in 2024, which means it is the leading online store in this market. The Erotic & Adult ranking of Bulgaria is based on all online stores that generated sales in this market in 2024. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

eCommerce net sales generated in the Erotic & Adult market in Bulgaria in 2024

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, ECDB analysis

Filtered revenue / share
Global revenue
Growth
no-access-0
US$900.0m
20.7%
US$8,300.0m8.3%
no-access-1
US$550.0m
12.0%
US$4,600.0m12.4%
no-access-2
US$470.0m
3.9%
US$1,190.0m33.6%
no-access-3
US$430.0m
20.6%
US$2,122.0m18.0%
no-access-4
US$370.0m
20.7%
US$1,814.0m12.6%

See further stores

Worldwide - Erotic & Adult Bulgaria - Erotic & Adult Bulgaria - All Categories

Market definition

Definition of the Erotic & Adult market within the Hobby & Leisure market

Market definition: Hobby & Leisure > Erotic & Adult The category Erotic & Adult comprises digital sales of erotic lingerie, sex toys, lubricants and sexual wellness products, and more. This category does not cover erotic books, contraceptives or online dating and matchmaking services. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Erotic lingerie
  • Sex toys
  • Lubricants and sexual wellness products
  • Fetish gear

Out-of-scope

  • Erotic books
  • Contraceptives
  • Online dating and matchmaking services