Bulgaria, e-commerce and logistics
Bulgaria’s e commerce market is still emerging and offers plenty of opportunities.
Find out how to trade, ship and deliver to Bulgaria.
Why Bulgaria?
Bulgaria is a Balkan country that borders Romania, Serbia, North Macedonia, Greece and Turkey. It also has access to the Black Sea, giving it extra logistic strength. A member of the EU and NATO, Bulgaria is the sixteenth largest country in Europe.
In recent years, the Bulgarian economy has been on a positive path, growing up to 3.4% in 2022. However, the war in Ukraine and elevated inflation does threaten to disrupt this trajectory. The good news is that Bulgaria expects to receive up to EUR 6.2 billion over a six-year period (2021-26) from the EU’s post-COVID recovery grant funds through the National Recovery Resilience Plan to improve its economy in areas including green energy, digitisation and the private sector.1
- 6.5 million (2023)
- Population
- 83%
- Internet users (% of population)
- 1.95 billion euros (2023)2
- Online sales
The e-commerce landscape
Since 2020, e-commerce has become increasingly popular in Bulgaria. Consumers who were not online shopping before the pandemic, suddenly saw the convenience of shifting their approach. The online market is predicted to reach 3.1 billion euros by 2027.
Opportunities
The economic growth in Bulgarian markets has led to changes in consumer behaviour. Aside from more people shopping online, more people are showing an interest in organic and healthy food, for example. Despite the growing interest in online shopping, the market still has considerable growth potential.
In 2020, 90% of individuals who made online purchases in the last three months bought goods from national sellers in Bulgaria, according to Statistica. In comparison, 35% of individuals made cross-border purchases from EU sellers, while another 21% of individuals purchased online from non EU sellers.
Online Sales in Bulgaria per Billion Euros
*Estimated data 2023
83% of Bulgarians have access to the internet. In 2023, more than half of consumers were buying goods or services online, according to the European E-commerce Report. They spent an average of 680 euros per shopper over the course of a year.
The five main e-commerce categories are: Electronics & Media (38.7%, Food and Personal Care (20.7%), Fashion (17.6%), Furniture and Appliances (14.1%), and Toys, Hobby & DIY (8.9%).
Logistics
Both road and rail infrastructure in parts of Bulgaria are in poor condition. In 2000, a deal was signed in Bulgaria constituting agreements on road freight transport and the promotion of combined transport between Bulgaria and the rest of the European Union. Despite this, many Bulgarian’s feel that the quality of roads and railways have not improved enough. Not just in terms of quality, but also the length of the roads which are insufficient to meet current demand.
There are several sea ports in Bulgaria – Burgas Port, Sofia Port, Varna Port and Port Bulgaria West AD Port Terminal. There is also one airport in the capital city of Sofia.
Keep in mind
The Bulgarian government seeks to adopt the Euro, however, the timeframe for doing so remains uncertain. Entry will depend on whether the government is able to curb inflation and adopt the necessary legislative amendments. Adopting the Euro will help to mitigate currency rate and help reduce transaction costs with the country’s key European trading partners.
What our experts say
“If you are planning to enter the Bulgarian market, there is great potential there. Since e-commerce is relatively new, you can secure brand awareness and customer loyalty early on.”
Ben Bagnulo, CEO, SAMOS.
To find out more about how SAMOS can help you achieve fast and cost effective deliveries to Bulgaria get in touch today