By 2026, Bulgaria has seen significant growth in Instagram Shopping users, reaching around 1.8 million, which accounts for nearly 25% of the population. The social commerce market has expanded rapidly, generating approximately €210 million, driven by increased smartphone adoption and digital literacy. Retailers are increasingly leveraging Instagram to connect with consumers, with over a third adopting Instagram Shopping tools to boost sales.
The average monthly expenditure per user stands at €115, reflecting a strong engagement with social commerce platforms. The sector's growth rate of 25% highlights Bulgaria's transition towards digital retail, fueled by improved internet infrastructure and a young, tech-savvy demographic. As social commerce continues to evolve, Bulgaria is positioning itself as a competitive market within Eastern Europe for online retail innovations.