Bulgaria's e-commerce sector continues to expand rapidly in 2026, with revenue reaching approximately 3.2 billion BGN. Mobile commerce now accounts for over half of all online transactions, reflecting increased smartphone adoption and improved mobile platforms. The average transaction value has stabilized at around 120 BGN, indicating steady consumer spending habits amid economic growth and digital integration.
The online shopping population has grown to nearly 2.8 million Bulgarians, driven by improved logistics and payment options. Digital payment methods, including e-wallets and bank transfers, dominate with a 72% penetration rate. This digital shift enhances consumer convenience and fosters further growth in Bulgaria's digital economy, positioning the country as a notable player in Southeastern Europe's e-commerce landscape.