eCommerce Industry in Bulgaria

Bulgarian eCommerce: Market Size & Growth

eCommerce Revenue by Year & Annual Growth Rate

The Bulgarian eCommerce Market generated an eCommerce revenue of US$1,225m in 2024, reflecting an eCommerce growth rate of 15-20% compared to the previous year. Projections for 2025 see the eCommerce market trending toward a change of 15-20%.

Monthly eCommerce Revenue & Growth

Online sales are subject to changes throughout a year that are determined by broader consumer habits, cultural preferences, and the general state of the economy. In the Bulgarian eCommerce Market, monthly revenues in June of 2025 were US$110m. This represents a change of <0% from the previous month.

Bulgarian eCommerce: Product Categories

In the Bulgarian eCommerce Market, Hobby & Leisure is the largest category, contributing 27% to the markets's total revenue. Among all eCommerce product categories, it holds the leading position in terms of revenue share and consumer demand.

Biggest Online Retailers in Bulgarian eCommerce

The largest eCommerce retailer in the Bulgarian eCommerce Market is emag.bg, with an online revenue of US$234m in 2024. Its revenue changed by 15-20% in 2024. Following in second place is fashiondays.bg, followed by shein.com in third place.

# 1

emag.bg

Biggest Category

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Biggest Country

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Growth 24/25

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Revenue

US$234m

# 2

fashiondays.bg

Biggest Category

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Growth 24/25

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# 3

shein.com

Biggest Category

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Growth 24/25

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Position	Store	Biggest Category	Biggest Country	Growth 24/25	Revenue
1.	emag.bg	Unlock	Unlock	Unlock	US$234m
2.	fashiondays.bg	Unlock	Unlock	Unlock	Unlock
3.	shein.com	Unlock	Unlock	Unlock	Unlock
4.	example123.bla	Unlock	Unlock	Unlock	Unlock
5.	storenamesome-24.xbz	Unlock	Unlock	Unlock	Unlock
6.	emerald-emerald.xb	Unlock	Unlock	Unlock	Unlock
7.	roserose.hru	Unlock	Unlock	Unlock	Unlock
8.	cakestore24.zwr	Unlock	Unlock	Unlock	Unlock
9.	limedatabase.yzu	Unlock	Unlock	Unlock	Unlock
10.	cyan-cpu-chips.yzu	Unlock	Unlock	Unlock	Unlock

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Bulgarian eCommerce Penetration: Online Market Share

The Bulgarian eCommerce Market reached an online share of 5-10% in 2024. This eCommerce market share measures what percentage of revenues are generated through online channels. The online share is expected to reach 5-10% in 2025.

Top Shipping, Payment and Software Providers in Bulgarian eCommerce

One of the key characteristics of any eCommerce market is its top service providers. This refers to the most prevalent carriers online retailers use for their shipments, the type of payment methods they offer, or the shop software they use to manage their store site. In the Bulgarian eCommerce Market, Speedy is the shipping provider offered by most eCommerce retailers, Cash on delivery (Cash on delivery) is the number one payment provider, and OpenCart the leading provider of shop software.

Bulgarian eCommerce: Conversion Funnel KPIs

In 2024, the add-to-cart rate for the Bulgarian eCommerce Market was 8.5-9.0%, while the cart abandonment rate was 81.5-82.0%,. The eCommerce shopping statistics of consumers buying are used to benchmark performance for eCommerce retailers in the market.

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