Personal Care Industry in Bulgaria
E-Commerce Revenue
US$60m
2025Growth
10-15%
2025Growth Forecast
10-15%
25/26Average Order Value
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Bulgarian Personal Care E-Commerce: Market Size & Growth
E-Commerce Revenue by Year & Annual Growth Rate
The Bulgarian Personal Care E-Commerce Market generated an e-commerce revenue of US$60m in 2025, reflecting an e-commerce growth rate of 10-15% compared to the previous year. Projections for 2026 see the e-commerce market trending toward a change of 10-15%.
Annual Revenue
US$60m
2025Annual Growth Forecast
10-15%
25/26E-Commerce Market Size by Annual Revenue (in Million US$)
2023
2024
602025
2026
2027
Monthly E-Commerce 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 Personal Care E-Commerce Market, monthly revenues in July of 2026 were US$5m. This represents a change of <0% from the previous month.
Revenue Current Month
US$5m
07/26Growth from Previous Month
<0%
06/26-07/26Monthly Revenue (in Million US$)
03/2026
04/2026
05/2026
06/2026
507/2026
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Bulgarian Personal Care E-Commerce: Product Categories
In the Bulgarian Personal Care E-Commerce Market, Shower & Bath is the largest category, contributing 54% to the market's total revenue. Among all e-commerce product categories, it holds the leading position in terms of revenue share and consumer demand.
Revenue Breakdown by Category
2025
Shower & Bath (54%)
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Biggest Online Retailers in Bulgarian Personal Care E-Commerce
The largest e-commerce retailer in the Bulgarian Personal Care E-Commerce Market is Notino, with an online revenue of US$2,443m in 2025. Its revenue changed by 25-30% in 2025. Following in second place is Temu, followed by Aliexpress in third place.
# 1
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| Position | Retailer | Biggest Category | Biggest Country | Growth 24/25 | Revenue 2025 (GMV) |
|---|---|---|---|---|---|
| 1. | Care Products | Poland | 25-30% | US$2,443m | |
| 2. | |||||
| 3. |
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Note: This ranking is based on GMV. Click here to learn more about our methodology and the drilldown available at ECDB.
Bulgarian Personal Care E-Commerce Penetration: Online Market Share
The Bulgarian Personal Care E-Commerce Market reached an online share of 20-25% in 2025. This e-commerce market share measures what percentage of revenues are generated through online channels. The online share is expected to reach 20-25% in 2026.
Online Share
20-25%
2024 Online Share Forecast
20-25%
2026Online Share/E-Commerce Market Share
2023
2024
20-25%2025
20-25%2026
2027
Bulgarian Personal Care E-Commerce: Conversion Funnel KPIs
In 2025, the add-to-cart rate for the Bulgarian Personal Care E-Commerce Market was 11.0-11.5%, while the cart abandonment rate was 83.0-83.5%. The e-commerce shopping statistics of consumers buying are used to benchmark performance for e-commerce retailers in the market.
11.0-11.5% 2025
Conversion Rate
2025Discount Rate
2025Return Rate
2025Averager Order Value
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