Janet Naydenova, co-founder and executive director of BEA
Janet Naydenova has over 30 years of professional experience in the field of IT and marketing, 8 of which – in a global FORTUNE 500 company, reaching the position of Marketing Director for Europe, Africa and the Middle East. She is a member of the Bulgarian Marketing Association, co-founder of the Association of Small and Medium-sized Enterprises in Bulgaria, Chairman of the Board of the Bulgarian Web Association in the period 2006-2007 and Chairman of the Interactive Advertising Bureau Bulgaria (IAB Bulgaria) in the period 2009-2014, co-founder and Chairman of the Management Board (until 2026) of the Bulgarian E-commerce Association (BEA), and is currently the Executive Director of BEA.
How is the Bulgarian e-commerce industry changing and where does Bulgaria stand in relation to European markets? What are the main trends?
The Bulgarian B2C e-commerce market continues its sustainable development and is establishing itself as one of the dynamic digital sectors in Eastern Europe. In four years, the market has doubled and now represents nearly 13.5% of the market in Eastern Europe. In 2025, the e-commerce/GDP ratio in Bulgaria is 2.53%, compared to 3.84% on average for Europe, 7.86% in Greece and 3.51% in Romania. E-commerce in our country represents about 8% of the retail market, which indicates significant growth potential.
In 2025, the total volume of online sales of products and services is over 2.69 billion euros – approximately 15% more than in 2024. The main drivers are the digitalization of trade, the increasing use of mobile devices and increased trust in online payments and deliveries.
In the coming years, AI Search & Product Discovery, so-called agentic commerce and phygital commerce - the merging of physical and digital channels into a seamless customer experience - will be key.
What do the latest data show about the behavior of the Bulgarian online user?
The Bulgarian online consumer is more informed and more demanding. If before price was the leading factor, today the choice is formed by a combination of price, convenience, fast delivery and trust in the merchant.
More and more consumers are choosing automated post offices and courier lockers, which give them the freedom to receive their order at a convenient time. The share of card payments is also growing.
Transparency is also becoming increasingly important – consumers are looking for clear product information, real reviews, fair shipping and return policies, and fast communication with the retailer. Trust is becoming a key competitive advantage.
How will AI change e-commerce?
Artificial intelligence is likely to be one of the biggest drivers of change. Consumers will increasingly ask questions of AI assistants that will select, compare, and recommend products.
For marketers, this means more personalized marketing and content adapted in real time. AI is already helping to create product descriptions, advertising campaigns, customer service, and demand forecasting.
The next step is “agent commerce,” where digital assistants will be able to not only recommend but also make purchases on behalf of the customer. This will place even greater emphasis on data quality, merchant reputation, and discoverability by AI systems.
Will AI make it easier for small businesses or will it reinforce the advantage of large platforms?
AI is democratizing access to tools that were previously only available to large companies. A small online store can now use automated marketing solutions, intelligent customer service, and data analysis.
At the same time, international platforms have vast data sets and significant technological resources at their disposal. Therefore, success will depend on the ability of companies to quickly implement new technologies and combine them with their specific advantages - local presence, expertise, quality service and proximity to the customer.
How can Bulgarian companies compete with large marketplace platforms and Asian merchants?
Competing on price alone is practically impossible for most Bulgarian and European retailers. The sustainable approach is to create value that is difficult to copy – better service, fast deliveries, local support, expert advice and trust.
Specialization in a specific product niche can also be an advantage. Equal application of regulatory requirements to all market participants, regardless of where they sell, is also necessary.
Which regulations are the biggest challenge for business?
The main concern is not the existence of regulations per se, but their accumulation and complexity. Companies must adapt to requirements for consumer protection, digital services, sustainability, packaging, product safety and supply chain accountability.
Especially for small and medium-sized enterprises, the administrative burden requires resources that could otherwise be directed towards innovation and growth. Therefore, regulations need to be proportionate, predictable and tailored to the real possibilities of businesses. At the same time, it is important to address unfair competition from non-EU players who do not always comply with the same requirements.
How can unfair competition be limited and the consumer recognize a legitimate trader?
Trust is the foundation of e-commerce. Effective institutional control, good practices and self-regulation mechanisms are needed. Unfair traders must be identified and sanctioned in a timely manner.
Consumers should check whether the merchant provides clear information about the company, delivery and return policies, contact options, and secure payment methods. Independent ratings, trust certificates, and membership in professional organizations can also be a guide.
How are deliveries and payments changing?
BEA data from the July-August 2026 survey, covering over 8.5 million online orders, shows a significant change. In 2025, deliveries to courier offices and automated lockers accounted for 66.6% of orders, while deliveries to addresses decreased to 30.46%. Automated lockers are developing most dynamically – from 1% in 2023 to 26.66% in 2025.
In parallel, the digitalization of payments is accelerating. The share of cash on delivery decreases from 60% in 2023 to 42.39% in 2025, while card payments increase from 31.32% to 43%. Prepaid orders now account for 57% of all online purchases.
How can Bulgaria turn e-commerce into a stronger export tool?
E-commerce also enables small companies to reach international markets, but barriers remain logistics, delivery costs, differences in consumer expectations, content localization, tax requirements, and regulations.
Bulgaria needs to support companies with market information, training, digital skills and mechanisms to encourage cross-border trade. It is also important to develop digital and logistics infrastructure and position the country as a competitive environment for e-commerce and digital entrepreneurship.
What will a successful online retailer look like in five years?
E-commerce will be about fundamentally rethinking the relationship between merchants and customers through AI personalization, seamless physical-digital integration, and sustainability.
A successful online retailer will not be just a seller of products, but an organization that effectively manages data, technology, and customer experience. AI will enter all key processes – from marketing and demand forecasting to logistics and service.
Omnichannel models, high trust, niche expertise, and the ability to work in different markets will be increasingly important. However, technology alone will not be enough – success will depend on combining it with a human approach, flexibility, and understanding of customer needs.
