Online retail is growing significantly as well as the overall sales of non-food items. The absence of global leaders and the noticeable number of Bulgarians shopping online make Sofia and Bulgaria a great place for testing new business models in e-commerce.

Retail

Online Retail in Bulgaria

30%

growth in 2018

1.3 

bn BGN revenue in 2018

1.9

mil people shopped online in 2018
or 27% of the population

Source: Eurostat, Ecommerce Europe

What do Bulgarian internet users buy online?

73%

buy household goods

26%

make hotel and trip reservations 

15% 

buy event tickets

14% 

order electronics

14% 

buy clothes and sports goods

Source: Eurostat

What websites do Bulgarians order from?

87.5%

buy from Bulgarian online stores

34.6% 

use online stores in other EU countries

16%

buy online from third countries

Source: NSI

Brick & Mortar Retail

6.5

bn BGN Bulgarian FMCG market in 2017

400 000

m2 area of the 10 largest shopping malls in Sofia

32-39

EUR/m2 rental prices in the shopping malls

7.25%

ROI in Sofia’s retail property

Source: leading real estate agencies for Q4, 2018

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