By 2026, over half of Bulgaria's internet users participate in social commerce, reflecting a growing trend towards social-based shopping. The average spend indicates a steady increase in consumer confidence and platform integration, with Facebook remaining dominant. Younger adults, particularly those aged 25-34, lead the activity, driven by mobile device usage and social media engagement, shaping the future of digital retail in Bulgaria.
The rise in social commerce highlights Bulgaria's digital maturity, with more brands adopting social selling strategies. As users become more comfortable with online transactions, the ecosystem will expand, especially on platforms like Instagram and TikTok. This shift supports local businesses and promotes e-commerce growth, making social commerce a vital part of Bulgaria's retail landscape by 2026.