Bulgaria has seen a rapid increase in social commerce payments, with total transactions reaching over 1.2 billion BGN in 2026. The widespread adoption of digital wallets and mobile banking apps has driven this growth, making social commerce more accessible across various demographics. Consumers are increasingly comfortable making large purchases through social platforms, reflecting heightened trust in digital payment solutions.
The average payment per user has grown to 950 BGN, indicating higher consumer confidence and a shift towards higher-value transactions. Mobile payments dominate, accounting for 72% of social commerce payments. The sector's annual growth rate of 18% underscores Bulgaria's evolving digital economy and the importance of social commerce as a key retail channel in 2026.