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Selling in Bulgaria: distributors, retail and marketplaces
Bulgaria joined the euro area on 1 January 2026. It is a price-sensitive market with importers and wholesalers in Sofia, Plovdiv and Varna, growing retail chains and an online channel where eMAG and Ozone are strong.
We serve Bulgaria from our EU company in Poland, with Bulgarian-speaking partners for offers and calls, stock in our partner warehouse in Poland and a shared CRM where you see every buyer.
How B2B buying works in Bulgaria
Bulgarian buyers include importers and distributors, regional wholesalers that supply independent shops, retail chains, online retailers and marketplace sellers, hotels on the Black Sea coast and in ski resorts, and public bodies buying through tenders. Many importers buy from China and Turkey, and some also supply Romania and North Macedonia.
Price is the first question, and buyers compare offers carefully. Many orders are small and frequent, so buyers ask early whether stock is available inside the EU and how fast goods can be delivered by road.
What Chinese suppliers often get wrong
Assuming that a low price and English documents are enough. Consumer labels and instructions must be in Bulgarian, products need an EU responsible person under GPSR, and national packaging EPR must be in order. Since the move to the euro, prices to Bulgarian buyers are quoted in euro. See EU compliance.
How we approach Bulgaria
From our base in Poland we research importers, wholesalers and chains in your category and contact them in Bulgarian with native-speaking partners. Buyers can order directly from your factory under contracts in your name, or smaller lots from stock in Poland. Every introduced buyer is registered in the shared CRM. For consumer sales we can list your products on eMAG Bulgaria from our EU company.
Sales channels in Bulgaria
We choose the channels that fit your product, price level and order size.
Importers and distributors
Companies that import, hold stock and supply retail and professionals across Bulgaria.
Wholesalers
Regional wholesalers and wholesale markets supplying independent shops.
Retail chains
DIY, home-goods, discount and specialist chains with central buying.
eMAG, Ozone and online shops
eMAG runs a Bulgarian marketplace; Ozone is a large online retailer; many online shops buy from importers.
Hotels and tourism
Hotels and resorts on the coast and in the mountains buying amenities, textiles and equipment.
Public tenders
Schools, hospitals and public bodies buy through tenders, usually via a local partner.
Selling in Bulgaria: what to know
| Topic | What to know |
|---|---|
| Language of offers | Bulgarian for offers, labels and instructions; English accepted by some importers. |
| Currency and payment | Prices in euro since 1 January 2026 (fixed rate 1 euro = 1.95583 lev). New buyers often pay a deposit; regular distributors expect agreed payment terms. |
| VAT | Standard rate 20%. |
| Product rules beyond EU baseline | National packaging EPR applies; consumer information in Bulgarian. EU rules (GPSR, CE where it applies, PPWR from 12 August 2026) apply as everywhere in the EU. |
| Marketplaces | eMAG and Ozone are strong local players; Amazon and other platforms also deliver to Bulgaria. |
| Trade fairs | Bulgarian buyers often visit the large fairs in Germany and Turkey, such as Ambiente and Spielwarenmesse. |
| How we serve it | From our EU company in Poland, with Bulgarian-speaking partners and stock in a partner warehouse in Poland; Bulgaria is often combined with Romania. |
Strongest categories for Bulgaria
Industries where Bulgarian importers and online sellers look for suppliers.
Frequently asked questions
What currency should I quote in Bulgaria?
Euro. Bulgaria adopted the euro on 1 January 2026 at a fixed rate of 1 euro = 1.95583 lev. Offers and invoices to Bulgarian buyers are now in euro.
How do I find distributors in Bulgaria?
We research importers, wholesalers and chains that already sell your category and contact them in Bulgarian. You receive a short list with notes, and every introduced buyer is registered in the shared CRM. See distributor search.
Can a Chinese factory sell on eMAG in Bulgaria?
Yes, through an EU seller. We can list your products from our EU company with stock in Poland and handle customer service in Bulgarian. See marketplaces.
Do I need a Bulgarian company?
No. Bulgarian importers can buy directly from your factory. If buyers want an EU invoice, our company in Poland can import and resell, and it can act as your EU responsible person under GPSR.
How long until the first order from Bulgaria?
We cannot promise a date. First contacts usually start in the first month and samples follow in the second or third; marketplace sales can start sooner once stock is in Poland and listings are approved.
Start selling in Bulgaria
Send your catalogue and prices. We reply within one working day and tell you whether eMAG, distributors or both fit your product.
Apply for European sales
Tell us what you make and where you want to sell. Within one working day we reply with a first view of your chances in Europe and the next step.
- Reply within 24 hours on working days
- Write in English or Chinese
- No fee until you accept a written proposal
- Emailcorp@longmeniq.com
- WhatsApp+48 794 992 599
- WeChat+48 794 992 599Add us by phone number
- Phone+48 577 723 719
- Working hoursMon–Fri, 9:00–17:00 Warsaw16:00–24:00 Beijing (winter)
- EU officeEnjoyGroup Sp. z o.o.ul. Brzeska 8/4, 21-500 Biała Podlaska, Poland