The Balkan eCommerce Boom: A Primer Opportunity for Businesses in Eastern and Central Europe

For years, businesses in Central and Eastern Europe have focused their ecommerce growth on Western European markets such as Germany, France, and the UK. However, as competition in these regions intensifies, companies are now looking closer to the Balkan region for expansion opportunities.

The Balkans, Eastern Europe, and Central Europe are witnessing an unprecedented ecommerce surge, driven by rising digital adoption, mobile commerce, and increasing consumer trust in online shopping.

Let’s explore why businesses must act now to capture early-market leadership before global giants dominate the space.

BULGARIA: A RAPIDLY EXPANDING MARKET WITH STRONG CONSUMER TRUST

Bulgaria’s ecommerce market is accelerating, surpassing €2.34 billion in 2024—a 20% increase from 2023. Despite being below the European e-GDP average, it is growing at one of the fastest rates in the region.

Key Market Insights:

50% of Bulgarians (16-74) shop online, with this number projected to rise.
Preference for EU retailers—27.4% of Bulgarian shoppers buy from EU-based stores.
Key product categories: Clothing (78.1%), cosmetics (30.4%), electronics (16.5%).
Urban vs. Rural Divide: 50.2% of city residents shop online, compared to just 30.7% in villages.

Why Expand Here?

Bulgaria’s strategic location, welcoming tax policies, EU integration, and growing digital literacy make it a strong entry point for businesses looking to establish a regional ecommerce presence. The country offers lower competition compared to Western Europe,making it easier for businesses to gain brand recognition and consumer trust. Additionally, the rising percentage of online shoppers and high preference for EU retailers create a favorable environment for cross-border sales. Companies entering the Bulgarian market now can leverage early-mover advantages and establish long-term growth before larger international competitors dominate the space.

HUNGARY: A MATURE ECOMMERCE MARKET WITH ROOM FOR GROWTH

Hungary’s ecommerce market has been steadily growing, reaching €4.5 billion in 2024, making it one of the largest in Central Europe. With high digital penetration and increasing mobile commerce adoption, Hungary provides a stable yet competitive ecommerce environment.

Key Market Insights:

Internet penetration is at 89.3%, ensuring a broad digital consumer base.
Over 60% of Hungarian consumers shop online, with an increasing preference for mobile transactions.
Top-selling categories: Electronics, fashion, and household goods.
Cross-border shopping is rising, with 35% of Hungarians purchasing from international ecommerce platforms.

Why Expand Here?

Hungary’s strong logistics infrastructure, high consumer spending, and established digital economy make it an attractive market for ecommerce expansion. While competition is stronger than in emerging Balkan markets, Hungary’s developed payment systems, reliable delivery networks, and tech-savvy consumers provide consistent growth opportunities. Businesses that offer competitive pricing, fast shipping, and a seamless mobile shopping experience can tap into Hungary’s demand for high-quality ecommerce services and build a loyal customer base.

GREECE: A DIGITAL-FIRST ECONOMY WITH A THRIVING ONLINE COMMUNITY

Greece is experiencing a strong shift towards ecommerce, with 62.8% of its population shopping online in Q1 2024—a significant jump from 55.3% in 2023. Mobile commerce is booming, and online food delivery has surged from 44.1% in 2023 to 63.9% in 2024.

Key Market Insights:

86.9% of households have internet access—stable since 2023.
75.6% of consumers buy clothing and accessories online.
Mobile shopping dominates—43.6% of ecommerce transactions now happen via mobile.
High demand for streaming & digital goods—46.5% use paid video streaming services.

Why Expand Here?

With a well-established digital economy, high mobile penetration, and strong demand for online services, Greece is a key target market for businesses focused on fashion, food delivery, digital entertainment, and mobile-first retail. The country’s robust tourism industry also boosts ecommerce, as both locals and visitors rely on online purchases for accommodation, transportation, and entertainment. Businesses entering the Greek market can tap into both domestic consumers and the growing segment of international buyers, especially in sectors like travel, fashion, and food services. By adopting mobile-first strategies, companies can maximize their market share in this increasingly digital consumer base.

ROMANIA: A FAST-GROWING ECOMMERCE MARKET

Romania’s ecommerce sector is set to reach $9.84 billion by 2029, reflecting a 70.81% increase from 2024. With user penetration expected to hit 46.1% by 2029, the country is on track to become one of the largest online markets in Eastern Europe.

Key Market Insights:

Mobile shopping is growing rapidly—43.6% of online sales now come from mobile.
Clothing (78.6%), food delivery (36.4%), and cosmetics (34.5%) are the top-selling categories.
High internet penetration & frequent usage—74% of Romanians go online multiple times daily.
Fast adoption of digital services—internet subscriptions and online payments are increasing.

Why Expand Here?

Romania’s large digital consumer base and mobile commerce expansion make it a prime destination for businesses looking to scale in Eastern Europe. The fast-growing middle class and increasing trust in online payments provide a strong foundation for long-term growth. Companies that invest in Romania now will benefit from rapid digital adoption, a young tech-savvy population, and a market still relatively open to new entrants. Additionally, Romania’s geographic proximity to both Western and Eastern European markets makes it a strategic hub for regional expansion.

SERBIA: A YOUNG AND DIGITALLY ENGAGED MARKET

Serbia’s ecommerce market is transforming quickly, with 85.4% internet penetration and rising consumer confidence in online shopping. The majority of online purchases are domestic, but cross-border shopping is growing—especially among younger consumers.

Key Market Insights:

40% of 16-34-year-olds make 3-5 online purchases every three months.
99.3% of purchases are from national sellers, but EU-based shopping is increasing.
Clothing and sports goods (77.7%) dominate ecommerce sales.
Minimal issues with online purchases—most Serbian consumers report high satisfaction.

Why Expand Here?

Serbia’s digitally savvy youth and growing ecommerce trust present a strong opportunity for businesses offering fashion, tech, and international brands. The low competition in online retail, combined with increasing digital literacy, provides a unique chance for businesses to establish a strong brand presence early. As cross-border shopping grows, companies entering the Serbian market can introduce high-quality international products and services, gaining consumer trust before larger global players enter the space.

TURKEY: A HIGH-VOLUME ECOMMERCE POWERHOUSE

Turkey is a digital giant in the region, with 88.8% internet penetration and over 51.7% of the population engaging in ecommerce. With a population exceeding 85 million, Turkey is one of the largest, most lucrative markets for online retail.

Key Market Insights:

76.7% of Turkish consumers buy clothing, shoes, and accessories online.
Food delivery services surged—47.5% of consumers now order online.
Mobile commerce dominates—38.8% of all online purchases happen on mobile.
Strong demand for digital services—streaming, mobile payments, and e-government services are widely used.

Why Expand Here?

With high internet penetration, strong digital payment adoption, and a massive consumer base, Turkey is an essential market for any ecommerce business looking for high-volume growth. The fast-paced urbanization and increasing consumer spending power create a strong demand for fashion, electronics, and home essentials. Companies that adapt to Turkey’s mobile-first shopping habits and implement localized marketing strategies can quickly capture significant market share in this high-potential market.

The Time to Enter These Markets Is Now

Ecommerce across the Balkans, Eastern Europe, and Central Europe is scaling rapidly, presenting unmatched opportunities for businesses that move early.

What makes these markets attractive?

Less competition than Western Europe.
Fast-growing mobile commerce adoption.
Rising consumer trust in online payments and digital retail.
High demand in key sectors like fashion, food, electronics, and digital goods.

The Balkan eCommerce Summit 2025, taking place April 29-30 at Arena Sofia, Bulgaria, is the gateway to these emerging markets. The event brings together industry leaders, market experts, and businesses looking to expand—offering exclusive insights and networking opportunities.