Bulgaria – Retail and Consumer Issues

What are the usual opening hours for shops in Bulgaria?

There are no legal restrictions on Sunday trading in Bulgaria. The country is among those EU members that permit all types of shops to open for some or all of Sunday, making it considerably more accommodating than places like Germany or Austria, where rigid Sunday closure rules are enforced.

In Sofia and other large urban centres, major supermarkets generally trade throughout the week with extensive hours. Most Sofia supermarkets run from 07:00 to 22:00 seven days a week. Certain chain locations — particularly those in residential parts of the capital — operate around the clock.

Smaller independent retailers tend to keep more modest hours. Typically, shops in Sofia open somewhere between 09:00–18:30 or 10:00–19:00 from Monday to Saturday, whereas shopping malls often stay open until 22:00. In central shopping areas like Vitosha Boulevard, Sunday opening is standard practice.

Away from the capital, hours can be shorter and less predictable. Banks, shops, and services in smaller towns frequently take a midday break running from 12:30 or 13:00 through to 14:00, before closing at 17:00. If you are settled in a smaller town or village, it pays to know the location of your nearest large supermarket for evening and weekend needs.

Sofia’s major shopping centres — including Mall of Sofia, Paradise Center, and The Mall — generally open at 10:00 and close at 22:00, every day of the week. Over the past decade, the growth of large shopping malls has significantly reshaped the capital’s retail character; Mall of Sofia on Stamboliyski Boulevard is one of the largest, housing bookshops, a food court, and well-known international brands.

On Bulgarian public holidays, smaller independent shops may close or scale back their hours, even though there is no universal legal obligation to do so. Supermarkets and shopping centres generally remain operational, but it is advisable to check ahead on days such as Liberation Day (3 March) or the Unification of Bulgaria (6 September).

What payment methods are commonly accepted in Bulgaria?

Bulgaria’s payments landscape combines entrenched cash habits with fast-growing digital alternatives. As of 2023, cash was still the leading payment instrument by transaction volume, though the picture is shifting quickly, particularly in cities.

Physical cash in Bulgarian Lev remains prevalent and trusted, especially for lower-value transactions and purchases at local markets. A significant number of small businesses still operate on a cash-only basis, so it is essential to keep some Bulgarian Lev on hand at all times. This is especially relevant at farmers’ markets, roadside kiosks, and vendors in rural areas.

In cities and for online transactions, debit and credit cards enjoy broad acceptance and are used frequently. Visa and Mastercard are the most widely recognised brands within the card space. American Express and Diners Club have limited reach and are not significant players — if you rely on American Express, always carry a Visa or Mastercard as well.

All major Bulgarian banks issue contactless cards, with Visa’s payWave and Mastercard’s Tap & Go available for tap-to-pay transactions. Apple Pay, Google Pay, and homegrown banking apps including Bulbank Mobile and Raiffeisen Smart Mobile are well supported for both contactless in-store payments and app-based purchases. Mobile payments are gaining ground quickly, especially among younger city dwellers.

One local platform worth knowing is ePay.bg, a Bulgarian online payment system widely used for e-commerce transactions and utility bill settlement. Local options like ePay.bg and bank transfers via the Bulgarian Interbank Settlement System are commonly used, particularly in e-commerce contexts. Cash on delivery continues to be favoured by certain consumer groups, especially for parcels ordered online.

While cash retains a central role in Bulgaria, the central bank and government are actively advancing payment regulations, upgrading payment acceptance infrastructure, and requiring POS terminal installation to encourage the shift to electronic payments. Expats in rural areas should be prepared to use cash more frequently than they might in a major city.

What are the main supermarket chains in Bulgaria, and how do they compare?

Supermarkets arrived in Bulgaria after 1989, and from 2000 onwards there was sustained growth in their number, concentrated initially in Sofia and then spreading to other urban centres. Today, a mix of domestic and international chains compete across different pricing tiers and formats.

BILLA Bulgaria was the first international supermarket to enter the Bulgarian market, doing so in 2000, and it is now present in more than 50 cities with over 165 stores — the largest store count of any chain in Bulgaria. BILLA occupies a mid-range to slightly premium position, with an emphasis on fresh produce and quality that is broadly comparable in feel to a Waitrose or Coles, albeit at lower price points.

Lidl functions in Bulgaria much as it does across the rest of Europe — a discount-format retailer best known for its rotating “Special Buys” aisle. While it is considered a discount chain in most European markets, in Bulgaria it can be marginally more expensive than some local competitors. Its positioning is broadly comparable to Aldi or Netto. Lidl has grown its Sofia presence considerably in recent years, opening numerous new branches.

Kaufland runs large hypermarket-style outlets, comparable in format to a Carrefour or a large Tesco Extra. These are well suited to one-stop shopping trips, with extensive sections for non-food products. Fantastico is a Bulgarian chain offering a more locally rooted shopping experience, and is popular among residents for its competitive pricing and emphasis on Bulgarian goods.

Piccadilly is particularly relevant for expats in search of imported or international products, as it tends to carry a broader selection of foreign goods than other chains, though at a higher price. Most major supermarkets operate loyalty card schemes; BILLA’s Club card and the Kaufland card are among the most widely held, offering points and discounts against future spending.

How widely used is online shopping in Bulgaria, and which platforms dominate?

E-commerce in Bulgaria is on a strong upward trajectory. According to the Bulgarian E-commerce Association (BEA), the market doubled in size over four years, with Bulgaria achieving a record for internet sales in 2023, reaching approximately EUR 2 billion — a 19% increase compared to 2022.

The principal domestic online platforms include Emag.bg, which functions as Bulgaria’s closest equivalent to Amazon, covering electronics, homeware, clothing, and a wide range of other categories. OLX.bg is the go-to marketplace for second-hand goods and classified listings, similar to eBay or Gumtree. Ozone.bg is another well-established Bulgarian e-commerce platform with a focus on books, electronics, and household products. In fashion, Fashion Days operates in Bulgaria as a flash-sale and online clothing retailer.

International platforms including Amazon (accessible via .de, .co.uk, or other EU storefronts) and AliExpress are also used by Bulgarian consumers, though delivery times from abroad can vary considerably and customs charges may apply to goods ordered from outside the EU. Orders shipped from within the EU generally arrive within standard EU postal timescales; items from outside the EU may be subject to import VAT and customs duties depending on the declared value.

A 2022 BEA survey covering 4.5 million orders found that 60% were paid for using cash on delivery, reflecting some residual caution about making advance payments online. This is worth keeping in mind if you are selling goods or expecting buyers to pay upfront — many Bulgarian shoppers still opt to hand over payment to the courier when their parcel arrives.

Delivery infrastructure in the main cities is generally dependable, with couriers including Speedy, Econt, and DHL operating across the country. In rural and remote locations, deliveries can take longer, and collection from a nearby courier depot may be required rather than door-to-door home delivery. It is always worth confirming whether a retailer delivers to your specific address before placing an order.

Are there shops or products in Bulgaria aimed at expats or international shoppers?

Expats based in Sofia will generally find it feasible to track down a broad range of international products, though availability decreases noticeably outside the capital and other sizeable cities such as Plovdiv, Varna, and Burgas.

Certain supermarkets — notably Piccadilly and select larger branches of BILLA and Kaufland — stock imported goods including well-known Western European brands, international cheeses, specialty meats, and a wider variety of wines. For organic and health-oriented products, specialist retailers such as Zdravnitza operate in Sofia and a small number of other cities, offering both organic Bulgarian and imported products.

Those looking for Asian produce and ingredients will find Sofia’s Zhenski Pazar (Women’s Market) the most rewarding destination. Situated near Lions’ Bridge, this lively market comprises a dense array of stalls selling fresh fruit, vegetables, spices, and goods with a noticeable Middle Eastern and Asian character. The surrounding streets contain dedicated shops supplying Turkish, Middle Eastern, and South Asian groceries. Chinese supermarkets and Asian food stores can also be found in central Sofia.

Major international retail brands represented in Bulgaria include Zara, H&M, Mango, and other European fashion names, primarily located in Sofia’s larger shopping malls. Vitosha Boulevard — the city’s principal high-street shopping corridor — features everything from Zara to Swarovski. IKEA inaugurated its first Bulgarian store in Sofia in 2020, giving expats access to the familiar flat-pack furniture and homeware range.

Sourcing ingredients from specific regional cuisines can be more difficult. South American and certain East Asian specialty items are not easy to come by outside specialist importers or online retailers. The expat community in Sofia — reachable through Facebook groups and platforms such as Expat.com Bulgaria — regularly exchanges tips on where particular products can be found, making these networks an invaluable resource for newcomers.

What consumer rights do you have in Bulgaria?

As an EU member state, Bulgaria’s consumer protection legislation is closely harmonised with EU directives. The Commission for Consumer Protection is the designated state authority responsible for implementing consumer protection law in Bulgaria and exercising administrative oversight across the entire domestic market, with the aim of creating an environment in which consumers can shop with confidence and security.

As a consumer in Bulgaria, you are entitled to a statutory two-year warranty on goods from the date of purchase, consistent with EU consumer law. This applies whether you buy in-store or online. If a product proves defective or fails to match what was described or agreed, you may request a repair, replacement, or — where neither is achievable — a full refund. For the first year following purchase, the burden of demonstrating that the goods conformed to the contract rests with the seller.

For online and distance purchases, EU rules grant a 14-day cooling-off period during which you may cancel and return goods without being required to give a reason. Key obligations under Bulgarian law include providing consumers with full information before a contract becomes binding, specific requirements applying to distance or off-premises contracts, and prohibitions on unfair contract terms.

On the subject of misleading advertising and unfair commercial practices, Bulgarian law — which mirrors the EU Unfair Commercial Practices Directive — forbids traders from making untrue claims about products or generating misleading impressions. Misleading commercial practices have featured in recent case law, including a 2024 ruling of the Supreme Administrative Court, demonstrating that the legal framework is actively applied.

In September 2024, Bulgaria enacted amendments to the Consumer Protection Act to bring national legislation into line with EU rules on dangerous products and trade practices that undermine the collective interests of consumers. These changes deliver a higher standard of protection in relation to product safety and enable consumers to pursue remedies through collective representative actions.

In physical retail settings, the acceptance of voluntary returns for non-faulty goods — such as change-of-mind returns — is largely at the discretion of individual retailers. There is no statutory obligation on a retailer to accept a return or offer an exchange for non-defective goods bought in a physical shop unless the retailer has its own published returns policy. For online purchases, however, the 14-day withdrawal right applies regardless of what the retailer’s policy says. Always review a retailer’s returns policy before buying.

Always verify your rights with the official Commission for Consumer Protection or seek advice from a qualified legal professional for your specific situation, as the law may change and individual circumstances differ.

Which organisations handle consumer protection in Bulgaria, and how do you reach them?

A number of official bodies share responsibility for consumer protection in Bulgaria. Understanding which one to approach — and for what type of issue — will help you resolve problems more efficiently.

• Commission for Consumer Protection (Комисия за защита на потребителите / KZP or CPC)
  The Commission for Consumer Protection is the specialist state body charged with implementing consumer protection legislation in Bulgaria and exercising administrative control over the domestic market as a whole. It functions as a collegial body under the Minister of Economy and has regional offices across the country. The CPC handles complaints concerning defective goods, misleading advertising, unfair contract terms, and breaches of distance selling rules. The CPC consumer helpline is 0700 111 22, and it can also be reached at [email protected].
  Official website: kzp.bg/en
• European Consumer Centre Bulgaria (ECC Bulgaria)
  The European Consumer Centre Bulgaria provides free assistance and guidance for problems arising with traders based in another EU country, Iceland, or Norway. This service is especially useful for expats who have purchased goods from retailers in other EU member states and run into difficulties. ECC Bulgaria forms part of the EU-wide ECC-Net network.
  Official website: ecc.bg/en
• General Product Safety Directorate / Ombudsman
  Bulgaria also has a national Ombudsman (Омбудсман) who can be contacted regarding broader rights violations by public bodies, although consumer-specific commercial disputes are ordinarily handled by the CPC. The Ombudsman’s office can be contacted via ombudsman.bg.
• Ministry of Economy and Industry
  The Ministry oversees trade and consumer legislation at a policy level. For the most up-to-date regulatory guidance, visit mi.government.bg/en.

If you consider your consumer rights to have been infringed, you can submit a complaint to the Commission for Consumer Protection. Complaints may relate to any matter connected to your consumer rights and may be lodged against any party violating those rights, with the exception of district heating companies, electricity distribution companies, water and sewerage operators, and certain grocery and cosmetics traders, which fall under the oversight of other state bodies.

As of 2025, the CPC received over 36,861 complaints, the largest share of which concerned the transition to the euro, online commerce, and tourism services — all areas in which expats may be particularly exposed. If a direct resolution with a retailer proves impossible, the CPC is the primary body to approach for escalation.

For disputes stemming from online purchases made with EU-based sellers, you can also make use of the EU Online Dispute Resolution (ODR) platform at ec.europa.eu/consumers/odr, which offers a structured route for resolving e-commerce complaints across EU member states without recourse to the courts.

Frequently asked questions

Do shops in Bulgaria close on Sundays?

No. Bulgaria imposes no legal restrictions on Sunday trading, and the vast majority of supermarkets, shopping malls, and many independent retailers are open on Sundays. Hours may be somewhat reduced in certain smaller shops, and villages with limited retail options may not have much available, but Sunday shopping is entirely unrestricted across the country.

Is Bulgaria a cash-based society?

Cash continues to be widely used and remains important, particularly in rural locations, smaller outlets, and at outdoor markets. That said, card and contactless payments are becoming increasingly routine in cities, and major supermarkets and chains accept Visa and Mastercard alongside mobile payment options such as Apple Pay and Google Pay. Carrying a reasonable amount of cash at all times is a sensible precaution.

Can I use euros in Bulgaria?

Bulgaria’s official currency is the Bulgarian Lev (BGN), which is pegged to the euro at a fixed rate of 1.95583 BGN per euro. Euros are not routinely accepted in shops, though some businesses in tourist areas may take them informally. For day-to-day purchases, use BGN and keep an eye on the latest developments regarding Bulgaria’s eurozone accession plans through official sources, as the position may change.

What is the main consumer complaints body in Bulgaria?

The Commission for Consumer Protection (KZP/CPC) is the primary authority for consumer complaints. You can reach them on the consumer helpline at 0700 111 22 or by email at [email protected]. Their official website is kzp.bg/en. For disputes involving cross-border EU transactions, contact the European Consumer Centre Bulgaria at ecc.bg/en.

Do I have the right to return goods purchased in a Bulgarian shop?

For online and distance purchases, EU legislation grants a 14-day cooling-off period during which you may return goods without providing any reason. For non-faulty goods bought in a physical store, there is no legal obligation on the retailer to accept a return, though many choose to do so voluntarily under their own policy. Defective goods must be repaired, replaced, or refunded under the statutory two-year warranty.

Is online shopping in Bulgaria reliable?

Bulgaria’s e-commerce market has expanded considerably, and domestic couriers such as Speedy and Econt deliver reliably in cities and larger towns. Deliveries to rural areas can take longer and may require collection from a local depot rather than direct home delivery. Cash on delivery is widely available and remains popular, which reduces the risk associated with prepayment on less familiar platforms.

Where can I find international or imported food products in Sofia?

Piccadilly supermarkets, select larger branches of BILLA and Kaufland, and specialist retailers such as Zdravnitza all carry a range of imported items. Zhenski Pazar market near Lions’ Bridge offers an extensive selection of fresh produce, spices, and Middle Eastern and Asian groceries. Expat Facebook groups for Sofia residents are also a helpful source of community advice on tracking down specific products.

Are there any fees or charges I should watch out for when using foreign cards in Bulgaria?

Your home bank or card provider may apply foreign transaction fees to purchases made in Bulgarian Lev. If a merchant offers to charge you in your home currency rather than BGN — a practice known as Dynamic Currency Conversion — it is almost always advisable to decline and pay in BGN, since the exchange rate offered by the merchant tends to be unfavourable. When withdrawing cash, opt for ATMs operated by Bulgarian banks rather than independent machines such as Euronet, to keep withdrawal charges to a minimum.