site.btaOnline Shopping Sees Growing Interest among Bulgarian Consumers - Expert

Sociologist Dobromir Zhivkov, Managing Director of Market Links, said in an interview for BTA that Bulgarian consumers' interest in shopping online has been increasing steadily in recent years. Zhivkov will present new data on e-commerce trends during the ninth edition of the eCommerce Annual Summit conference held in Sofia on Thursday.

The expert reported that the decision to purchase is no longer formed only on the basis of advertising and price surveys or opinions from friends and family. Popular online personalities or influencers are enjoying a growing audience of potential buyers.

Research suggests that consumers do more in-depth research when their product of choice sells at a higher price. They tend to wait for upcoming promotions. Shoppers tend to be more impulsive when they perceive the prices as low. Peak shopping takes place during traditional periods of active promotions such as Black Friday or Christmas.

Young people tend to use online shopping more than the older generations. The reason is not so much the technological barrier between the generations but the continuing uncertainty among older people about how much they can trust online retailers and online payments.

Zhivkov added: "That is why ordering a product online, paying for it by cash on delivery is still very popular, as well as phone orders, which allow consumers to inquire about various features of the product they are considering. Consumers feel more at ease when they hear from a company representative, which often helps them to avoid various procedures in online stores."

Even after the COVID pandemic, which gave a serious boost to online shopping, ordering food online from restaurants, as well as groceries and frequently used household goods remain popular options.

The expert advised online retailers to motivate customers to give feedback on products, as this could benefit any business.