Decoding Bulgarian E-commerce: Consumer Behavior and Market Dynamics

Social media platforms are currently the primary catalyst for e-commerce, with the engaging content created by marketers and modern methods of consumer interaction being pivotal factors for successful online trade worldwide. These global trends largely extend to the Bulgarian market, where sensitivity to pricing stands out as a distinctive characteristic.

Representatives from "Market Links" elaborated on this observation while presenting their research on Bulgarian consumers' online shopping habits. Conducted entirely online towards the end of 2023, the study surveyed 1,300 users about their purchasing behavior in the latter half of the year.

According to the findings, 82% of Bulgarians are internet users, translating to a potential online shopping base of 4.8 million individuals. Of these, 71%, or 3.3 million people, engaged in online shopping at least once during the specified period, with gender distribution being relatively balanced. Notably, rural areas and individuals over 60 exhibited slightly lower participation rates, at 63% and 52%, respectively.

Shopping Preferences and Decision-Making Factors

Regarding shopping habits, 71% of online shoppers reported comparing prices before making a purchase, while 52% researched similar products beforehand. Additionally, 39% checked various retailers for the same product's availability and pricing, 27% read customer reviews, and 17% sought opinions from friends or peers.

A significant majority (60%) of survey participants frequently read reviews for desired products, and 49% checked brand profiles on social media platforms. Notably, Gen Z users (born between 1993 and 2001) demonstrated a penchant for video content, with 40% engaging in this form of product...