eCommerce continues to transform the way people discover, compare, and purchase products online. As consumer expectations evolve and technologies such as mobile commerce and artificial intelligence become more widely adopted, businesses must continuously adapt to remain competitive. Analyzing the latest eCommerce statistics helps online retailers uncover new opportunities, better understand changing consumer behavior, and make more informed business decisions.
In this article, we'll explore the latest eCommerce statistics and forecasts for 2026, examine the key trends behind the data, and explain what these insights mean for businesses, including online stores operating in Bulgaria.
Key Takeaway:
Mobile commerce, artificial intelligence, cross-border eCommerce, and changing consumer expectations are among the most important trends shaping online retail in 2026. For businesses in Bulgaria, these global developments are especially significant as more consumers shop online, mobile usage continues to grow, and local online stores compete with both domestic and international retailers. Companies that optimize their websites for mobile users, implement AI solutions that deliver real business value, offer convenient payment and delivery options, and build a reliable technical infrastructure will be in a stronger position to grow and remain competitive in the evolving eCommerce market.
Why eCommerce Statistics Matter in 2026
eCommerce is constantly evolving in response to changing consumer preferences, emerging technologies, and shifts in how people shop online. For businesses, eCommerce statistics represent far more than a collection of numbers. They reveal shifts in customer expectations, highlight new growth opportunities, and identify areas where strategic improvements are needed to remain competitive.
Statistics alone, however, do not tell the whole story. Their true value lies in revealing the trends behind the data and demonstrating how those trends influence the future of online commerce. Analyzing key eCommerce statistics enables businesses to make better-informed decisions about customer experience, marketing strategies, technology investments, and long-term growth.
Mobile Commerce Continues to Dominate
Mobile devices continue to play a leading role in online shopping. According to Statista, mobile commerce is expected to account for nearly 63% of global retail eCommerce sales by 2028. In addition, during the first quarter of 2025, mobile devices accounted for approximately 78% of global traffic to online stores, underscoring how frequently consumers rely on smartphones to browse products and shop online.
These figures confirm the long-term shift toward mobile shopping. For many consumers, smartphones have become the primary way to discover products, compare prices, read reviews, and complete purchases. As mobile usage continues to grow, businesses need to provide fast, intuitive, and seamless access to their online stores, since the mobile user experience increasingly influences purchasing decisions.
eCommerce's Share of Retail Sales Continues to Grow
eCommerce continues to increase its share of global retail sales. According to Shopify's Global Ecommerce Sales Report, worldwide eCommerce sales are expected to exceed $7 trillion in 2026. In addition, online retail is projected to account for approximately 21% of total retail sales worldwide, highlighting its increasingly important role in the global economy.
These figures demonstrate that eCommerce is no longer simply an additional sales channel but an essential part of modern retail. As more consumers prefer shopping online, companies across nearly every industry are investing in their online stores, integrated sales channels, and modern digital solutions to meet evolving customer expectations. The continued growth of online commerce also reflects broader changes in consumer behavior, including greater trust in online payments and growing demand for fast, convenient shopping experiences.
AI Is Transforming Online Shopping
Artificial intelligence is gradually becoming an integral part of online store management. According to NVIDIA research cited by Triple Whale, more than 80% of retailers use or are actively experimenting with generative AI. TechRadar also cites research from Fluent Commerce showing that 70% of retailers have already tested or partially deployed AI agents (agentic AI). This demonstrates that AI is being adopted across customer service, marketing, inventory management, and many other areas of online retail.
These statistics show that AI is no longer just a technology businesses are experimenting with. It is becoming a practical tool for improving everyday operations. Rather than using AI for isolated tasks, many retailers are integrating it into their workflows to automate repetitive processes, personalize customer experiences, and support better business decision-making. As AI continues to evolve, more companies are viewing it as a long-term competitive advantage rather than simply another technology trend.
What Do These eCommerce Trends Mean for Businesses in Bulgaria?
Although most eCommerce statistics are published globally, the same trends are clearly visible in Bulgaria. According to Eurostat, 78% of internet users across the European Union purchased or ordered goods and services online in 2025. Bulgaria remains below the EU average, indicating that the local market has considerable room for growth as the number of people shopping online continues to increase.
Data from Bulgaria's National Statistical Institute also reveals significant differences in online shopping behavior depending on where people live. In 2025, 55.0% of urban residents shopped online, compared with 40.4% of rural residents. The highest percentage of online shoppers was recorded in the Yugozapaden and Severoiztochen regions, while the lowest share was reported in the Yugoiztochen region.
For Bulgarian online stores, this means that growth opportunities extend far beyond attracting more visitors. Building customer trust, providing clear delivery information, offering flexible payment methods, and delivering a seamless user experience across all devices are becoming increasingly important. In markets where online commerce is still expanding, these factors often determine whether a visitor completes a purchase or abandons their cart.
| Market Trend | Key Statistic | What It Means for Businesses in Bulgaria |
| Online Shopping Across the EU | 78% of internet users in the EU shopped online in 2025. | Bulgarian businesses should expect online shopping to continue growing as local consumer behavior gradually aligns with broader European trends. |
| Urban vs. Rural Online Shopping | 55.0% of urban residents in Bulgaria shop online, compared with 40.4% of rural residents. | Online stores may need different marketing messages, delivery options, and trust-building elements depending on the audience they serve. |
| Cross-Border Sales Potential | 37.7% of Bulgarian businesses that sell online sell to customers in other EU countries. | International expansion can become a realistic growth opportunity when supported by multilingual content, reliable logistics, and convenient payment methods. |
| Payment Digitalization | Online payments increased by 14%, while cash withdrawals declined by 7%. | Online stores should offer fast, secure, and diverse payment options to meet changing consumer preferences. |
Cross-Border eCommerce Continues to Expand
Cross-border eCommerce continues to create new opportunities for companies looking to reach customers beyond their domestic markets. According to DHL's 2025 Cross-Border Buying Behavior Trends report, 59% of consumers worldwide purchase products from online stores based outside their own country, while 35% shop from international retailers at least once a month. These figures show that more consumers are willing to shop internationally to find better prices, a wider product selection, and items that may not be available locally.
Advances in international shipping, modern payment solutions, and eCommerce platforms have made expanding into new markets more accessible than ever. For many online retailers, cross-border sales are no longer a privilege reserved for large global brands but a realistic opportunity to grow their business and reach new customers.
This shift is particularly relevant for Bulgarian online stores. According to Eurostat data on businesses with online sales, an increasing share of companies across the EU sell online to customers in other Member States. For Bulgarian retailers, this creates valuable opportunities to expand internationally, particularly when supported by multilingual content, reliable logistics, and payment methods tailored to local market preferences.
Digital Payments Are Changing Consumer Behavior in Bulgaria
The way Bulgarian consumers pay online is also evolving. According to BORICA, card payments continue to grow in Bulgaria while cash usage is gradually declining. In December 2025, the number of card transactions increased by 11% compared to the same month a year earlier, while online payments grew by 14% in transaction volume and 16% in value.
At the same time, cash withdrawals declined by 7%, reflecting a long-term shift in consumer habits and wider adoption of digital payment methods. For online stores, this means customers increasingly expect fast, secure, and convenient payment options, whether they choose a bank card, mobile wallet, or another electronic payment method.
Despite this trend, offering multiple payment options remains an important competitive advantage. Supporting both digital payment methods and traditional options, such as cash on delivery, allows online retailers to accommodate diverse customer preferences and reduce the risk of cart abandonment.
What Do These eCommerce Statistics Mean for Your Business?
The eCommerce statistics and trends explored throughout this article highlight several key priorities for businesses in 2026:
- Put mobile users first. Mobile devices now generate the majority of eCommerce traffic and an increasing share of online sales. A fast website, intuitive navigation, and a streamlined checkout process can reduce cart abandonment and improve conversions.
- Continue investing in your online store. As online commerce captures a larger share of global retail, your digital presence should be viewed as a long-term investment. Regular improvements to website performance, user experience, and digital marketing help maintain a competitive advantage.
- Use AI where it delivers real value. Rather than adopting artificial intelligence simply because it is popular, focus on solutions that improve efficiency, such as personalized product recommendations, automated customer support, inventory forecasting, and content creation.
- Look beyond your domestic market. International eCommerce is becoming increasingly accessible to businesses of all sizes. Multilingual content, localized payment methods, transparent shipping information, and high-quality customer support can make expansion into new markets significantly easier.
- Understand Bulgarian consumers. If you sell in Bulgaria, pay close attention to local shopping habits, preferred payment methods, delivery expectations, and the trust factors that influence purchasing decisions. These often determine whether a visitor completes a purchase.
- Make data-driven decisions. Consumer expectations, technology, and competition continue to evolve. Monitor both industry trends and your own analytics to identify new opportunities and make better-informed business decisions.
The Future of eCommerce in 2026 and Beyond
The statistics presented throughout this article demonstrate that online shopping will continue becoming an even more natural part of everyday life. Mobile devices increasingly shape how people discover and purchase products, while artificial intelligence is transforming the way companies manage operations and interact with customers. Together, these developments will define the future of online commerce in the years ahead.
For businesses in Bulgaria, success will depend not only on following global trends but also on adapting them to local market conditions. A mobile-optimized website, reliable hosting, clear delivery information, flexible payment methods, and a secure checkout process can make the difference between a visitor leaving the site and becoming a loyal customer.
In the long term, the most successful businesses will be those that adapt quickly to new technologies, monitor changing consumer expectations, and continuously improve their online presence. Investments in user experience, automation, and reliable technical infrastructure will help companies not only remain competitive but also capitalize on the new opportunities created by the continued growth of eCommerce.
Conclusion
eCommerce continues to evolve rapidly, making it more important than ever for businesses to adapt to new technologies and changing consumer expectations. Global statistics highlight the growing importance of mobile commerce, artificial intelligence, and cross-border sales. At the same time, data from Bulgaria confirms that companies must also respond to local shopping habits and evolving consumer behavior.
Businesses that make data-driven decisions, invest in better customer experiences, and build a strong technical foundation will be best positioned to grow their online stores successfully in 2026 and beyond.
As online commerce continues to expand, businesses need a reliable infrastructure that delivers fast website performance and a seamless shopping experience. At Jump.bg, we offer eShop Hosting, specifically designed for eCommerce websites, with optimized resources, high performance, and support for popular platforms such as Magento, OpenCart, and PrestaShop.
If you're planning to grow your online store, contact our team at +359 2 428 8888 or support@jump.bg to learn how we can help.
