Bulgaria Ecommerce Market Size, Share and Forecast Trends - Growth Analysis and Outlook Report 2026-2030

Bulgaria's e-commerce sector reached approximately USD 2.9 billion in 2025, supported by more than 96% of non-financial enterprises having internet access. The market covers B2C and B2B online sales of goods and services, with online portals serving as the primary channel for both domestic and cross-border transactions. Online channels now sit alongside traditional mail order and direct retailing as a structural part of the country's retail landscape.

• •Market valued at roughly USD 2.9 billion in 2025 with ~15% annual growth.
• •96.3% of large enterprises have internet access; 88.0% use fixed broadband.
• •Includes B2C and B2B models, covering physical goods, digital products, and services.

Sustained market growth is anchored in near-universal household connectivity, rising consumer trust in digital payments, and the rapid build-out of last-mile delivery networks across Bulgarian cities and towns. Smartphone-based shopping, expanding card and e-wallet adoption, and a strong appetite for cross-border purchases from platforms like Amazon, AboutYou, and Notino continue to lift transaction volumes.

• •High internet penetration and mobile-first shopping behavior expand the addressable base.
• •Improved logistics and fulfillment capacity enable faster nationwide and cross-border delivery.
• •Diverse payment options, including cards, e-wallets, and cash-on-delivery, broaden participation.

The market is commonly segmented by business model (B2C and B2B) and by device used to place orders (desktop versus mobile), with B2C retail clearly dominant in transaction value. Geographic demand is concentrated in the Sofia metropolitan area and other major regional centers such as Plovdiv, Varna, and Burgas, while cross-border purchases remain a meaningful slice of total online spend.

• •B2C remains the largest segment, with B2B digital procurement also gaining traction.
• •Mobile commerce accounts for a growing share of B2C transaction volumes.
• •Sofia leads regional demand, followed by Plovdiv, Varna, and Burgas.

What are the recent trends and outlook?

Looking ahead, mobile commerce, live shopping, social commerce, and AI-driven personalization are set to reshape the buyer experience, while same-day and next-day delivery become the expected standard in major urban areas. Expansion of B2B e-procurement platforms, broader e-government integration, and growing cross-border flows are expected to support continued double-digit growth through the rest of the decade.

• •Mobile and social commerce are emerging as the fastest-growing transaction channels.
• •B2B e-procurement is expanding as more enterprises digitize purchasing workflows.
• •Cross-border shopping and EU-aligned digital infrastructure remain key growth levers.