The new regional report for 2025–2026 provides a structured analysis of eCommerce development across the Balkans, covering revenue dynamics, digital maturity, cross-border trade, key business challenges, and expectations for 2026.
Steady Revenue Growth
The data shows that 45.7% of online businesses in Bulgaria reported revenue growth in 2025. This signals resilience in the sector despite a dynamic economic environment, increasing competition, and evolving consumer behavior. Online channels continue to serve as a key growth driver for small, medium, and large enterprises alike.
High Level of Digital Dependence
More than 54% of businesses are highly digitally dependent:
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34.6% operate entirely online,
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while 19.7% generate more than half of their revenue through eCommerce.
These figures highlight the strong digital transformation underway and the growing role of online sales as a primary revenue stream.
Limited Cross-Border Activity
Despite the positive momentum, over 40% of online businesses do not sell outside Bulgaria. This indicates relatively low cross-border activity and reveals significant untapped potential for expansion into regional and EU markets.
Key Challenges
Companies continue to face two major challenges:
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Customer acquisition and retention
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Logistics and delivery optimization
Addressing these areas remains critical for maintaining competitiveness and ensuring sustainable growth.
Outlook for 2026
Looking ahead to 2026, expectations center around deeper digitalization, process optimization, and exploration of new markets. Businesses that invest in technology, marketing strategies, and cross-border expansion are likely to be better positioned for the next phase of growth.
The full report is available here:
https://balkanecommerce.com/survey-2025-2026/
