Factors for choosing an online store in Bulgaria: What is important for consumers?

Factors for choosing an online store in Bulgaria: What is important for consumers?

In the dynamic world of e-commerce, consumers have countless options to choose from online stores. Understanding the factors that make consumers choose one online store over another is essential to the success of any business. In this article, we will look at the main factors that influence the choice of an online store and how businesses can take advantage of them.

Main factors for choosing an online store

  • Convenience and ease of use
    One of the most important factors for consumers is the convenience and ease of use of the online store. Consumers are looking for platforms that are intuitive, easy to navigate and offer a fast and seamless ordering process. Mobile-optimized websites also play a key role as more and more people shop via smartphones and tablets.
  • A rich assortment of products
    Consumers prefer online stores that offer a wide assortment of products. The variety of goods and the availability of different brands and models increases the chances that consumers will find exactly what they are looking for. Stores that offer unique and exclusive products also attract more customers.
  • Competitive prices and promotions
    Price is one of the main factors that influence the purchase decision. Consumers actively search for the best deals and promotions by comparing prices in different online stores. Stores that offer regular discounts, promotions and loyalty programs manage to attract and retain more customers.
  • Shipping and returns
    Fast and reliable delivery is essential for consumers. Online stores that offer free or low-cost shipping and express shipping options are more attractive. Easy and convenient product return and exchange policies also play an important role in choosing an online store.
  • Rating and reviews
    Consumers often trust the opinions of other customers when choosing an online store. High rating and positive reviews are indicators of reliability and quality of services. Online stores that actively maintain communication with customers and respond to their questions and comments gain the trust of consumers.
  • Security and protection of personal data
    The security of online shopping is a key factor for consumers. Online stores that offer secure payment methods and guarantee the protection of personal data are preferred. Consumers want to be assured that their data is protected and that transactions are safe.
  • Personalized service
    Personalized service and attention to customer needs are important factors in attracting and retaining users. Online stores that offer personalized recommendations and special offers based on customers' preferences and past purchases create a better customer experience.

How to take advantage of these factors?

  • Optimize your website
    Make sure your website is easy to navigate, fast and optimized for mobile devices. Invest in improving the user experience to keep customers on your platform.
  • Offer variety and competitive prices
    Expand the range of products offered and strive to offer competitive prices. Use promotions and loyalty programs to attract new customers and retain existing ones.
  • Guarantee fast and reliable delivery
    Invest in logistics optimization and offer different delivery options. Provide easy and transparent conditions for product returns to increase customer satisfaction.
  • Collect and use feedback
    Actively communicate with your customers and encourage feedback. Analyze feedback and make necessary improvements to meet customer expectations.
  • Provide security
    Ensure the security of your platform and the protection of customers' personal data. Use reliable payment methods and inform customers about the measures you take for their security.


Understanding the factors that make consumers choose one online store over another is key to the success of your business. Adapting to these factors and continuously improving the user experience will help you stand out in the competitive e-commerce market.

The Ruse Chamber of Commerce and Industry (RTIK) actively supports local businesses in their efforts to adapt to new trends in e-commerce. For more information and a detailed analysis of online consumption in Bulgaria, you can read the report "The pulse of online consumption in Bulgaria 2024".

Use promo code RCCI15 for 15% discount when purchasing the report. The promo code is valid until 15.07.2024.

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