In 2025, the total volume of online sales of products and services in Bulgaria is estimated at over 2.69 billion euros, representing an approximate growth of 15 percent compared to 2024. This is according to data from the 8th edition of “PASSPORT 2025 of the e-commerce industry in Bulgaria” of the Bulgarian E-commerce Association (BEA).
Main trends and growth drivers:
- Sustainable development of the B2C e-commerce market, as one of the most dynamic in Eastern Europe.
- Doubling of the market in four years, reaching nearly 13.5% of the market in Eastern Europe.
- Growth potential, indicated by the electronic/gross domestic product (e-GDP) ratio of 2.53% in 2025.
- Accelerated digitalization of retail.
- Increasing importance of mobile devices.
- Increased trust in online payments and deliveries.
Key factors for growth:
- Convenience of e-commerce.
- Trust in online payments and deliveries.
- Over 55% of online users (16-74 years old) shop online.
- The convenience of e-commerce is a key factor for loyalty.
- 95.5% of online shoppers shop from Bulgarian online stores.
Shopping and delivery trends:
- Increase in contactless deliveries to courier lockers, click & collect.
- Increase in bank and mobile payments, at the expense of cash on delivery.
Other important aspects:
- Security of online shopping and consumer rights (14-day period for returning goods).
- Eco-friendly packaging, carbon-neutral deliveries, sustainable sourcing.
- Consumers, especially Millennials, choose eco-friendly products.
- Opportunity to rethink secondary materials and goods, encouraging reuse.
- E-commerce connects businesses and consumers to the used goods market, which is expected to double.
Introduction of the euro and its impact:
- The adoption of the euro on January 1, 2026, will facilitate cross-border trade.
- Will simplify pricing and payments.
- Will strengthen consumer confidence.
- Will position Bulgaria as a more competitive player in the European market.
Forecasts for 2026:
- Expected smooth double-digit growth compared to 2025.
- Ongoing development of the B2C e-commerce market.
- e-GDP in Bulgaria of 2.53% shows growth potential.
- E-commerce represents about 16% of total retail.
- B2C e-commerce in Bulgaria is 8% of the entire retail market.