The share of e-commerce (goods) retail value sales accounted for by mobile e-commerce is rising rapidly. Indeed, it almost doubled between 2018 and 2021, approaching 40% during the latter year.
Dante International’s eMAG is leading the way in the shift to mobile e-commerce in Bulgaria, with most sales during promotional events like Black Friday accounted for by mobile e-commerce. The brand continues to benefit from its early entry into the category with a mobile app that was launched in 2015.
The expansion of mobile e-commerce is supported by an ongoing increase in the ownership of smartphones, the availability of affordable mobile plans, and widespread access to free Wi-Fi in cafés, bars, restaurants and hotels. Wi-Fi is also improving in consumers’ homes, allowing them to access the internet relatively cheaply from home.
Growth in mobile E-commerce retail constant value sales (goods) will remain dynamic but decelerate over the course of the forecast period. The gap between the respective rates of growth for overall e-commerce (goods) and mobile e-commerce (goods) will steadily narrow.
Growth in mobile e-commerce will be mainly driven by players that are focused purely on e-commerce, as they are expected to be at the forefront of mobile e-commerce development in Bulgaria. Such players have a sharp focus on online activity and are quick to introduce technological innovation, while multichannel players are typically more conservative, as they work to balance operations across store-based and online activities.
In the coming years, grocery and non-grocery retailers are expected to develop their presence online, particularly via mobile e-commerce, as COVID-19 continues to have an impact on consumers lives. Leading grocery retailers will boost their mobile e-commerce infrastructure to appeal to consumers seeking convenience.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Mobile Internet Retailing includes sales through mobile devices such as smartphones and tablets. Please note that these sales are also included in the Internet Retailing Channel. Mobile Internet Retailing is also known as m-commerce.See All of Our Definitions
This report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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