Is it worth selling in Bulgaria given the small market size?

For sellers already operating in Romania on eMAG, expanding to Bulgaria is low-effort and worthwhile. As a standalone market entry, the small size and high COD rates may not justify the investment unless you have a specific competitive advantage.

What is the VAT rate in Bulgaria?

The standard VAT rate is 20%. A reduced rate of 9% applies to accommodation, restaurant services, and certain tourism activities.

Is the BGN a risk for currency exposure?

The Bulgarian Lev (BGN) has been pegged to the euro at a fixed rate of 1 EUR = 1.95583 BGN since 1999. Bulgaria is also working toward euro adoption, so currency risk is minimal.

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Sell in Bulgaria

Complete guide to entering the Bulgaria e-commerce market

€2.5B+

E-commerce Market Size

80%

Internet Penetration

18%

Annual Growth

6.5M

Population

Market Overview

Bulgaria is one of Europe's emerging e-commerce markets, valued at over €2.5 billion annually. With 6.5 million people and 80% internet penetration, Bulgaria is still in the earlier stages of e-commerce adoption, which translates to strong growth rates of 18%+ per year.

The Bulgarian e-commerce landscape is fragmented, with local webshops and eMAG.bg as the primary marketplace. Bulgarian consumers are highly price-sensitive and cash on delivery remains a dominant payment method. For sellers willing to navigate the complexities, Bulgaria offers first-mover advantages.

Consumer Behavior

Highly price-sensitive — price is the primary decision factor
Cash on delivery remains dominant at 40%+ of online transactions
Growing trust in online shopping, but still lower than Western Europe
Social media (Facebook, Instagram) heavily influences purchasing decisions

Payment Preferences

Cash on delivery — 40%+ of transactions

Credit/debit cards (growing but still secondary)

Bank transfers

ePay.bg — local electronic payment system

PayPal (used mainly for international purchases)

Top Marketplaces in Bulgaria

eMAG.bg

Bulgaria's leading marketplace

10%+

OLX.bg

Classifieds and C2C marketplace

N/A

Pazaruvaj.com

Price comparison and shopping portal

N/A

VAT & Tax Guide

Standard Rate

20%

Reduced Rates

Country Code

Calculate VAT with our free tool

Shipping & Logistics

Speedy and Econt are the dominant private carriers
Standard domestic shipping costs €2–4 for parcels up to 5kg
Extensive network of office pickup points across the country
Popular carriers: Speedy, Econt, Bulgarian Posts, DHL

Cheapest 2kg parcel from Germany: €11.37 via National Post (4-7 days)

Estimate shipping costs

Legal Requirements

Bulgarian or EU VAT registration (standard rate 20%)
Bulgarian consumer protection compliance (14-day return right)
GDPR compliance and CPDP (Commission for Personal Data Protection)
Product information in Bulgarian language (Cyrillic script)
NRA (National Revenue Agency) fiscal requirements

Challenges & Opportunities

Opportunities

One of the fastest-growing e-commerce markets in Europe (18%+ growth)
Significant first-mover advantage in many product categories
Low competition from international sellers
BGN is pegged to EUR, reducing effective currency risk
eMAG platform expansion simplifies market entry for existing eMAG sellers

Challenges

Very high cash on delivery rate (40%+) complicates logistics and increases return risk
Bulgarian language in Cyrillic script adds localization complexity
Small market size with lower average order values
BGN currency adds exchange rate considerations (pegged to EUR at 1.96)
Less mature logistics infrastructure outside major cities

Tips for Success

1Start with eMAG.bg if you're already on the eMAG platform in Romania or Hungary
2Accept cash on delivery — refusing it means losing 40%+ of your potential customers
3Localize in Bulgarian (Cyrillic) — this is non-negotiable for consumer trust
4Price very competitively — Bulgarian consumers have lower purchasing power
5Use Speedy or Econt for reliable domestic delivery with office pickup options