An online store looks simple from the outside: products, a cart, an order button. On the inside, though, it is a system of decisions made before launch: which platform, what payments, which couriers, what documents. This guide walks through each of them, so that you start informed instead of patching things up on the fly.
The platform: ready-made or custom
For a launch on a limited budget, ready-made solutions, most often WooCommerce on top of WordPress or OpenCart, cover the standard scenario: catalogue, cart, payments, courier integrations. Custom development comes into play when your processes are specific: your own warehouse with real-time synchronisation, product configurators, B2B price lists, a high volume of orders. We have written out a detailed comparison between the approaches in our website development service.
| Criterion | Ready-made platform | Custom store |
|---|---|---|
| Initial investment | Lower, the ranges are indicative depending on scope | Higher, justified for specific processes |
| Time to launch | Weeks | Months |
| Features | Standard scenarios are ready out of the box | Everything is built to measure, without limits |
| Integrations | Couriers and payments through ready-made modules | Deep links to warehouse, ERP and external systems |
| Who it is for | A launch, standard products, testing the market | An established business with volume and unique processes |
Payments: card plus cash on delivery
The Bulgarian market has its own specifics: cash on delivery, payment on receipt, remains widely preferred, especially for a first order from an unfamiliar store. At the same time, card payments are growing and their absence looks unprofessional. The practical formula for a launch is both: a virtual POS or a payment operator for cards, and cash on delivery through the courier. Over time, your data will show what your particular customers prefer.
Deliveries: the courier is your face
In practice the market is served mainly by Econt and Speedy, and the option of delivery to an office or a parcel locker is a standard expectation. A few rules that work:
- Show the delivery price as early as possible, not at the very last step.
- Offer a choice: to an address, to an office, to a parcel locker. Different customers have different habits.
- Integrate the courier with the store: automatic waybills save hours at volume.
- The “inspect and test” option before payment lowers the barrier for more expensive products.
The legal framework: what to keep in mind
Without being legal advice, here are the guidelines that every store in Bulgaria should build into its plan: terms and conditions and a clearly described right of return under the Consumer Protection Act, a privacy and personal data processing policy under GDPR, and correct reporting of sales to the NRA according to the payment method. Your exact obligations depend on your specific business model, so clarify them with an accountant or a lawyer before the launch, not after the first inspection.
Photos and descriptions: the invisible salesperson
In an online store the customer cannot touch the product. The photos and the text do the salesperson’s job. Your own photos from several angles, real dimensions, materials and honest descriptions sell more than any add-on. Unique descriptions also help with SEO: the supplier’s copied text appears in dozens of stores and brings no advantage in the search engine. Add structured product data via schema.org too, so that Google shows price and availability directly in the results.
Why the cart loses customers
A large share of carts around the world are abandoned before payment. The reasons are surprisingly mundane and almost all of them are fixable:
- A hidden delivery price that appears at the final step.
- A mandatory registration before ordering. Offer the option to order as a guest.
- A long form with unnecessary fields. Ask only for what you cannot deliver without.
- A slow site during checkout: every second of hesitation increases drop-offs.
- A lack of trust signals: contacts, return policy, real reviews.
The customer does not abandon the cart. They abandon the friction on the way to the “Order” button.
Before the launch: a short list
A platform that fits the scope, card plus cash on delivery, at least two delivery options, sound terms and conditions and a GDPR policy, your own photos and descriptions, and an order that can be completed in a minute. With this foundation the store has a real chance, and everything else is built up with the data from the first months.
Frequently asked questions
Is cash on delivery mandatory for a Bulgarian online store?
It is not required by law, but it is a deeply rooted market practice and a large share of customers expect to find it. A store without cash on delivery launches with fewer orders, especially for a new and unfamiliar brand.
Which platform should I choose for my first store?
For a launch on a limited budget with standard products, a ready-made platform such as WooCommerce or OpenCart is usually enough. Custom development makes sense for specific processes, integrations with warehouse software or a high volume of orders.
What legal requirements are there for an online store in Bulgaria?
Broadly: terms and conditions and a right of return under the Consumer Protection Act, a personal data policy under GDPR, and requirements to report sales to the NRA depending on the payment method. This is a guideline, not legal advice: clarify your specific obligations with an accountant or a lawyer.
Why do customers fill the cart and not order?
The most common reasons are a surprise delivery price at the final step, a mandatory registration, a long and confusing order form, and a lack of trust in the site. Every step removed and every clearly shown price wins back part of these orders.
Can I use the manufacturer's photos?
Only with their permission, and even then it is not the best move: the same photos sit in dozens of other stores. Your own photos and unique descriptions set the store apart and also help your ranking in Google, because copied content brings no advantage.
Related reading
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