Hobby & Leisure market in Bulgaria

The Bulgarian Hobby & Leisure eCommerce market is predicted to reach US$403.7 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$741.1 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 Media market

The monthly eCommerce revenue of the Bulgarian Media market was US$11 million in January 2025. This refers to a growth of -8.8% compared to December 2024. Within the last 12 months, the monthly revenue share was the highest in December 2024 with 11.0% of the total 2024 revenue of the Bulgarian Media market and the lowest in June 2024 with 7.1% of the total 2024 revenue.

Revenue Last Month

US$10.8m

The eCommerce revenue fell by 8.8% from December 2024 to January 2025.

01-2025-8.8%

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 %)87.951.311.567.423.838.036.619.354.970.388.650.1

Market development

eCommerce revenue development in the Media market in Bulgaria

The Bulgarian Media eCommerce market is predicted to reach US$126.1 million by 2025 and accounts for 31.2% 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 13.3%, resulting in a projected market volume of US$208.0 million by 2029. The Media eCommerce market is a sub-market of the Hobby & Leisure market. Further categories within the Hobby & Leisure market are: Bullion & Precious Metal, Camping & Adventure, Erotic & Adult, Flowers & Gifts, Musical Instruments, Other Hobby & Leisure, Pet Supplies, Smoking Supplies, Sports Equipment, Stationery, Crafts & Art Supplies, and Toys.

eCommerce revenue development in the Media 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 Media 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 %)96.579.81.12.370.383.391.041.9

Online share

eCommerce online share of the total Media 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 Media retail market, the online share is 5.0% and will increase by an average of 5.8% to 6.2% by 2029.

eCommerce online share of the total Media market in Bulgaria

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)32.3%94.1%73.6%48.2%37.1%58.5%65.3%36.5%

Top stores

Top five Media online stores in Bulgaria by net sales 2024

With sales in the Bulgarian Media market, ozone.bg generated a revenue of US$11.0 million in 2024, which means it is the leading online store in this market. The Media 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 Media 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 - Media Bulgaria - Media Bulgaria - All Categories

Market definition

Definition of the Media market within the Hobby & Leisure market

Market definition: Hobby & Leisure > Media The category Media encompasses the commercial (B2C) sale of books (e.g. novels, thrillers, ebooks, audiobooks), video (e.g. dvds, blu-rays), cds, and more. Not covered are streaming services or subscriptions and ebook readers. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Books (e.g. novels, thrillers, eBooks, audiobooks)
  • Video (e.g. DVDs, Blu-Rays)
  • CDs
  • Vinyl
  • Downloads

Out-of-scope

  • Streaming services or subscriptions
  • eBook readers