Bulgarian e‑commerce is growing, but why does the "corner store" still rule the game

Bulgarian e‑commerce is no longer an exotic phenomenon: turnovers are growing at double-digit rates, mobile orders are becoming the norm, and courier offices and parcel lockers are part of the urban landscape. According to the latest data for 2025, nearly 55–57% of internet users in Bulgaria have shopped online at least once in the last 12 months – again the lowest share in the EU, where the average level reaches around 78%. Despite this progress, the "corner store" remains the dominant channel for daily purchases, and a large part of the population continues to rely primarily on physical stores for food and essential goods.

E‑commerce growth, but from a low base

European statistics for 2024–2025 show that around 57% of Bulgarian internet users have bought goods or services online, compared to an average of around 78% for the EU and over 90% in the most developed digital markets. This means that Bulgaria continues to be at the bottom of the European ranking, but the growth within a decade has been significant – from less than 10% in the late 2000s to over half of internet users today.

According to the latest "PASSPORT 2025" of the Bulgarian e-Commerce Association, the total volume of online sales in the country in 2025 is estimated at over EUR 2.6–2.7 billion – an increase of around 15% compared to 2024. Mobile devices already generate more than half of the orders, and over 95% of online shoppers shop mainly from Bulgarian online stores, with about a quarter ordering from foreign sites as well.

Trade structure: the small trader is still at the heart of the neighborhood

Physical commerce in Bulgaria continues to rely on three pillars: hypermarkets and supermarkets, discount chains and small corner stores. According to sector analyses, by the end of 2024, over 10,000 small food stores have closed in the last ten years, squeezed by the competition of large chains and changes in consumption. Nevertheless, traditional establishments still hold a significant share – independent and small local food stores remain visible in every settlement and neighborhood.

The reason is simple: the "corner store" sells not only goods, but also proximity. It is a few minutes' walk away, knows customers by name, sometimes sells "on credit", and the purchase can be made in seconds, without an application, password, SMS code and waiting for a courier. For many, especially elderly people and households with limited budgets, this sense of accessibility and human contact is more important than the minimal price difference.

Income, habits and the "threshold" of online shopping

Also in 2025–2026, Bulgaria remains among the countries with the lowest average income in the EU, which directly affects consumer behaviour. Online shopping often involves larger baskets, planning and the use of bank cards or digital wallets. For some households that live "from pension to pension" or "from paycheck to paycheck", the "buy today for today" model from the corner store remains more realistic.

Habits are also a factor. The generation that has been shopping "on the corner" or at the market for decades finds it more difficult to change its behaviour, even if it has a smartphone and the internet. Many older people do not trust online payments or are afraid of "scams" and "hidden conditions". For them, the physical store is not only a place to shop, but also a space for a short conversation, social contact and a routine that gives a sense of normality.

Trust and control: "I want to see what I'm buying"

Another key factor is the culture of trust and the need for control over the purchase. Bulgarian consumers traditionally prefer to "see" and "touch" the goods – especially with food, fruits, vegetables, meat. The desire "I will choose the tomatoes myself" or to check the expiry date and the appearance of the goods on the spot remains strong, including in large cities.

Online commerce responds with ratings, reviews, real photos and return options, but for many people this still does not replace the personal assessment on the spot. Disappointments from insufficient good quality, colours or size "in the picture and in real life" maintain scepticism and often lead to the decision "clothes and food – live, technology – online".

Logistics, delivery and the "price of convenience"

In 2025–2026, the logistics of e‑commerce in Bulgaria is visibly more developed: the network of courier offices and parcel lockers covers the main cities and a large part of the smaller settlements, the delivery time is often within 24 hours, and some of the platforms for food and household goods offer delivery within hours. Despite these improvements, for some consumers, the "price of convenience" remains high – delivery fees, minimum order amounts, the need for prior planning.

The corner store, on the other hand, offers almost instant satisfaction of the need – "I'm going for bread and milk" requires neither planning nor additional costs. For small purchases of up to a few levs, online commerce can hardly be competitive, regardless of the development of logistics. Thus, a large part of the daily turnover remains beyond the scope of e‑commerce.

The emotional factor: the store as part of the community

In many neighbourhoods, small shops also perform a social function – the seller knows who is alone, who is sick, who needs to buy "on credit" until retirement. This invisible network of care and solidarity is difficult to transfer to a digital platform. For elderly people, lonely or vulnerable, the corner store is also a place where someone greets them by name and asks "how are you".

In urban communities, it is these "small" human details that often tip the scales – people remain loyal to the store, even when they know that they can find a lower price online. "Yes, it's a little more expensive here, but they know me" is a phrase that well describes this type of emotional loyalty.

Online and offline: competition or complementarity

Instead of a pure opposition, in Bulgaria in 2025–2026, a model of complementarity between e‑commerce and traditional commerce is becoming increasingly clear. Online channels dominate in technology, fashion, tickets, services, books and part of cosmetics and electronics – goods with a higher unit price and less frequent purchase. Physical stores maintain dominance in daily, spontaneous and small purchases, especially with food.

Large chains are developing omnichannel solutions – online ordering with in-store pickup, click&collect, their own delivery platforms, mobile loyalty applications. Some of the corner stores are experimenting with inclusion in fast delivery platforms that "digitize" their assortment. Thus, e‑commerce does not eliminate the corner store, but gradually draws it into a wider, hybrid ecosystem.

What is stopping the faster introduction of e‑commerce

In addition to income and habits, there are also structural barriers. Small online stores often rely on a limited marketing budget, find it difficult to compete with international platforms in terms of logistics and selection of goods, and some of them do not sell outside Bulgaria. At the same time, consumers are still not completely confident in the protection of their personal data and their rights in online purchases, which fosters caution.

The digital divide by age and education remains visible: young urban people shop online regularly, while in the older and poorer groups offline commerce dominates. This means that even with the rapid growth of e‑commerce, a large part of the population remains closer to the "corner store" than to the "store in the phone".

Prospects: will the "corner store" disappear?

The forecasts for 2026–2027 indicate that e‑commerce in Bulgaria will continue to grow by 10–15% annually, especially in cities and in the segments with higher added value. Mobile payments, shorter delivery times and a better consumer experience will turn online shopping into an increasingly normal practice.

However, this does not automatically mean the disappearance of the corner store. The more realistic scenario is transformation: some of the small traders will disappear or merge with larger structures, others will survive through specialisation, personal relationship and integration with digital services. As long as there are people for whom "going to the store" means movement, conversation and a small ritual of normality, the "corner store" will remain a competitor to e‑commerce not only with price and assortment, but also with a human face.