Bulgaria’s cross-border e-commerce market is experiencing rapid growth, driven by increased internet penetration and favorable shipping logistics. With a revenue of approximately 1.2 billion USD in 2026, the country has become a significant player in regional online trade, especially with neighboring countries. The majority of consumers prefer mobile shopping, accounting for 78% of transactions, reflecting a shift towards more accessible and convenient online purchasing methods.
Consumer behavior indicates a preference for purchasing from Germany, Turkey, and the UK, due to competitive pricing and product variety. The average order value stands at €85, showcasing an increase in bulk and premium purchases. As Bulgaria continues to evolve digitally, businesses are investing more in localized marketing strategies to capture this expanding cross-border market, fostering stronger international trade relationships.