Bulgaria E-commerce - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026-2031)

The bulgaria e-commerce market size was valued at USD 2.90 billion in 2025 and estimated to grow from USD 3.55 billion in 2026 to reach USD 9.73 billion by 2031, at a CAGR of 22.40% during the forecast period (2026-2031). This report is Segmented by Business Model (B2C, B2B), Device Type (Smartphone / Mobile, Desktop and Laptop, and More), Payment Method (Credit / Debit Cards, Digital Wallets, and More), B2C Product Category (Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverages, and More). The Market Forecasts are Provided in Terms of Value (USD).

Bulgaria E-commerce Market Trends and Insights

Surging mobile-wallet adoption transforms payment landscape

Penetration of mobile wallets reached 16.1% in 2024 and is rising as contactless acceptance spreads across retail and service sectors. Domestic providers such as A1 Wallet position themselves alongside global players Apple Pay and Google Pay, enabling merchants to offer seamless in-app and in-store payments. The July 2024 market entry of Kuady, which staffed more than 100 specialists in Sofia to enhance identity verification and fraud management, further underlines the strategic importance of Bulgaria within regional fintech. Growing consumer familiarity with tokenized transactions is lowering checkout abandonment and nudging shoppers away from cash on delivery.

Expansion of EU cross-border e-commerce rules reshapes boundaries

Harmonized VAT procedures, including the Import One-Stop-Shop (IOSS), have simplified customs clearance and reduced administrative overhead for merchants targeting cross-border buyers. Bulgarian sellers can now plug into neighboring markets at lower compliance cost, while foreign competitors gain easier access to local consumers. eMAG reports that the number of Romanian traders exporting through its platform to Bulgaria doubled to more than 12,000 in 2024. The broader EU agenda to mitigate unsafe imports and unfair pricing is expected to keep compliance demands high through the decade.

Residual cash-on-delivery preference inflates returns

Approximately 40% of Bulgarian online commerce continues to settle in cash, leading to elevated refusal and return rates that squeeze merchant margins. Fashion returns run between 2% and 27% depending on product type, forcing brands to invest in reverse-logistics systems and predictive sizing tools to contain costs. Loyalty rewards for pre-payment and dynamic pricing that discount digital payments are gradually nudging shoppers to switch.

Other drivers and restraints analyzed in the detailed report include:

• Next-day delivery race redefines customer expectations
• Rise of TikTok-driven social commerce conversions
• Courier capacity bottlenecks limit rural market penetration

Segment Analysis

The B2C segment retained 62.35% of 2025 transaction value, yet the B2B channel is forecast to grow at 25.8% CAGR from 2026 to 2031 as enterprises digitize sourcing workflows. Corporate buyers seek consumer-grade usability, prompting platforms to add workflow automation, spend analytics, and embedded financing. Specialized vertical marketplaces in construction and manufacturing integrate inventory management and invoicing to streamline procurement across fragmented supplier bases. The technology sector anchors B2B expansion, with information and communication technology transactions accounting for half of merger and acquisition deals in 2024.

Sustained foreign capital inflows into e-procurement software underscore the segment’s strategic value. Payment gateways tailored to multi-user purchasing hierarchies and standing-order scheduling reduce back-office friction, deepening supplier lock-in. As more firms centralize spend, the Bulgaria e-commerce market size traced to B2B catalogs is expected to climb steadily, widening platform revenue per customer while reinforcing switching costs.

Smartphones commanded 55.45% of transactions in 2025, outpacing desktops and laptops, and their contribution is projected to climb at 24.6% CAGR through 2031. Retailers invest in progressive web apps, fingerprint authentication, and auto-fill checkouts to match rising expectations. Video-rich product pages optimized for vertical viewports accelerate discovery, while one-click wallet integrations compress payment flow. The Bulgaria e-commerce market size attributed to mobile channels is therefore set to expand faster than overall industry revenue.

Desktops still serve high-involvement purchases that require in-depth comparison, yet their share is slipping as screen sizes grow and mobile browser experiences improve. Tablets and voice-enabled devices form a small but rising cohort, pointing to future multi-modal commerce opportunities. Retailers adopt responsive design and unified session tracking to ensure frictionless transitions between devices, protecting conversion rates as browsing patterns fragment.

Complete Report Scope:

• By Business Model
  • B2C
  • B2B
• By Device Type
  • Smartphone / Mobile
  • Desktop and Laptop
  • Other Device Types
• By Payment Method
  • Credit / Debit Cards
  • Digital Wallets
  • BNPL
  • Other Payment Method
• By B2C Product Category
  • Beauty and Personal Care
  • Consumer Electronics
  • Fashion and Apparel
  • Food and Beverages
  • Furniture and Home
  • Toys, DIY and Media
  • Other Product Categories

List of Companies Covered in this Report:

• eMAG (Dante International SA)
• OLX Group / Bazar.bg
• Technopolis Bulgaria EAD
• Fashion Days Group
• Amazon.com Inc.
• Allegro.eu SA
• Technomarket Bulgaria AD
• AliExpress (Alibaba Group)
• HandM Hennes and Mauritz AB
• IKEA Bulgaria
• Decathlon SE
• Zora.bg
• Obuvki.pl SA (obuvki.bg)
• The Body Shop International Ltd.
• Glovo App
• Foodpanda Bulgaria
• eBay Inc.
• Takeaway.com / BGMenu
• Falcon.io (TikTok Shop BG Aggregator)
• Speedy AD (DPD Bulgaria)

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support