Online commerce in Bulgaria continues to grow rapidly, with non-food sales taking an increasingly large market share. Sofia is establishing itself as a dynamic e-commerce center — the lack of dominant global players and the large number of active online buyers make the city an excellent environment for testing new business models.
Online Commerce in Bulgaria
~50%
growth in recent years
€680
average annual online cart (2023)
59.7%
shopped online in SW region (2024)
Sources: NSI
What Do Online Shoppers Buy?
78%
Clothes and sports goods
36%
Travel reservations
30%
Cosmetics, beauty & health
27%
Restaurant deliveries & catering
25%
Sports goods (excl. sportswear)
25%
Transport services (tickets, taxi)
23%
Online event tickets
Other Popular Categories
17.1% — Medicines & supplements
16.5% — Computers, phones, electronics
13.8% — Books, newspapers & magazines
13.8% — Consumer electronics & appliances
12.3% — Subscriptions (internet, TV, mobile)
11.6% — Sports event tickets
11.2% — Furniture, home & garden
7.8% — Children’s toys & accessories
Sources: NSI, Bulgarian E-commerce Association
Where Do Bulgarians Shop Online?
Preferred Online Stores — 2023
95.5%
from Bulgarian stores
27.4%
from EU countries
12.9%
from third countries
Sources: PASSPORT 2024 of the E-commerce industry in Bulgaria
