Online grocery shopping has become a regular part of everyday life for a growing number of Bulgarians, moving beyond the temporary boom during the Covid-19 pandemic and turning into a firmly established consumer habit. The sector is no longer expanding only in terms of sales, but is also undergoing major technological changes, according to market data.
The latest NIQ Retail Pulse 2026 study shows that more than 54% of consumers in Bulgaria have already purchased groceries online, meaning that more than one in two shoppers have used digital channels to buy food and fast-moving consumer goods.
In recent years, specialized online supermarkets have experienced rapid growth. While many customers were once hesitant to allow someone else to select products such as vegetables or fresh meat for them, attitudes have changed significantly and confidence in online grocery services has increased. One of the country’s largest fully digital food retailers recorded a 50% rise in turnover over the past year, reaching 88 million euros.
At the same time, traditional supermarket chains are increasingly avoiding the cost of creating their own delivery networks. Instead, many are choosing partnerships with fast delivery platforms that provide logistics and last-mile services.
Consumer habits also show a clear preference for mobile shopping. Data from representative surveys, including those conducted by Enterprise.bg and Market Links, indicate that smartphones are now the most common tool for placing grocery orders. Around 52% of online grocery purchases are made through mobile phones, compared with 41% through laptops or desktop computers.
Despite the shift toward digital payments, cash on delivery remains the preferred payment method for many Bulgarians, accounting for about 55% of transactions. However, payments made directly by card through online platforms are gradually gaining ground and narrowing the difference.
Another noticeable change is the way customers receive their purchases. Instead of waiting at home for a courier during a specific delivery window, more consumers are choosing flexible alternatives such as automated pickup lockers or ordering online and collecting their prepared bags from a physical store while completing their daily errands.
The market trend shows that online grocery shopping in Bulgaria is becoming less of a novelty and more of a standard part of consumer behavior, driven by convenience, faster delivery options and growing trust in digital services.