Describes how widely e-Commerce is used, the primary sectors that sell through e-commerce, and how much product/service in each sector is sold through e-commerce versus brick-and-mortar retail. Includes what a company needs to know to take advantage of e-commerce in the local market and , reputable, prominent B2B websites.
Overview:
Bulgaria’s eCommerce revenues across all product categories was estimated at USD 627 million for 2019 (Source:  https://www.statista.com/outlook/243/130/ecommerce/bulgaria , 2019 ). eCommerce grew 9.3 percent in 2019 compared to 2016 whereas eCommerce in the EU grew 12 percent.  According to the data 3.7 million Bulgarians purchased goods and services online in 2018.  Revenue is expected to show an annual growth rate (CAGR 2019-2023) of 8.1 percent, resulting in a market volume of USD 856 million by 2023. The market's largest segment is fashion items with a market volume of USD 255 million in 2019. User penetration is 53 percent in 2019 and it is expected to hit 57 percent by 2023. Currently, the average revenue per user (ARPU) amounts to USD 168.

There are some 772,000 online Bulgarian retailers - a number that continues to grow. About 60 per cent of online purchases come from international sources. About 41 percent of the sellers are from the EU, and 19 percent are from the rest of the world.  Moreover, 81 percent of online shoppers in Bulgaria shop online via their desktops and 5 percent of shoppers make purchases from their smartphones, while 3 percent make purchases using tablets.
 

Challenges with eCommerce in Bulgaria:

  • Technical malfunctioning of website during ordering or payment

  • Speed of delivery longer than indicated

  • Difficulties in finding information concerning warrantees and other legal rights

  • Wrong or damaged goods/services delivered

 

eCommerce services

All major eCommerce services are available in Bulgaria via local and international specialized companies. Clients may choose from established professional companies or start ups focusing on niche services. Solutions offered include:

  • Consulting  

  • Design and Implementation 

  • Online Marketing

  •  Platforms & Technology - such as back office integration  

 

     eCommerce Intellectual Property Rights

For more information about the eCommerce IPR please refer to the Investment Climate Statement: https://www.state.gov/reports/2018-investment-climate-statements/bulgaria/ (SS)

   Popular eCommerce Sites and Platforms in Bulgaria

  • eMag is a major online store in Bulgaria. It offers many different products, from consumer electronics to fashion and toys. See: http://www.emag.bg/

  • FashionDays is a major ecommerce player with regards to selling clothes online. See: https://www.fashiondays.bg/

  • OLX is a major user-to-user online store. It covers many different products in all types of categories. See: https://www.olx.bg/

  • Helikon is a major online book store. See: https://www.helikon.bg/

Online Payment

Paying for goods purchased online is fairly easy, secure and straightforward. Bulgaria uses similar online payment methods to the rest of Europe. Credit and debit cards are popular, with all major credit cards used online since 2016.

Alternate payment methods include SEPA, Mint, Mobiamo, and TrustPay and a local payment application “www.epay.bg” which is the Bulgarian system for electronic payments launched in 1999 offering customers a way to make payments for goods and services with bank cards and Microaccounts and a way to receive online payments through their Microaccount. “EPay” LLC is a certified payment service provider (Level 1 Service Provider) in accordance with the rules of international card organizations. Since 2007, ePay.bg has the highest security certification from VISA and MasterCard.

Mobile eCommerce

Using applications for mobile eCommerce is rising especially with the milleniums. It  provides a fast and easy way to buy goods and services on the go. Excellent broadband network coverage and 3G and 4G service makes it very appealing to use. All major e-stores have developed mobile applications to compliment their clients.

Digital Marketing

Digital marketing technologies and techniques such as Search Engine Optimization (SEO), Search Engine Marketing (SEM), social media marketing, display advertising, digital campaigns are widely used in Bulgaria to make products, goods and services more popular and targeted to the audience.

Major Buying Holidays

‘Black Friday’ initiatives are not new to Bulgarians and have been used for years as they replicate the super effective campaiging that the U.S. introduced.  Another good popular eCommerce practice the ‘Cyber Monday’ shopper which has also shown good results for online sellers. One of the local trends in eCommerce is the introduction of the so called group shopping websites where one can get a deal on airfare, hotel reservation, clothes etc. Examples are: www.imasdelka.com; www.deals.bg ; www.grabo.bg; www.zadrujno.bg ; www.napolovina.com;

 Media

Facebook is the most widely used social media channel in Bulgaria with some 3.7 million Bulgarians having Facebook accounts. More than 21 percent of Bulgarians also use Youtube, followed by 14.3 percent who use Google+, 7.9 percent who use Twitter and 5 percent who use LinkedIn. Other intersting channels providing sales opportunites are Instagram and Pintrest which are becoming more popular especially with the younger population

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.