site.btaTransaction Security Remains Priority for Online Buyers in Central and Eastern Europe - Study

Transaction security remains a top priority for online shoppers and 88% of them in Bulgaria are willing to switch to a new payment method if it is more reliable. That's according to the Visa Online Payments in Central and Eastern Europe 2025 survey, Visa said. 

The study was conducted in March 2025 by the research company RESPONSE NOW among a sample of 1,000 respondents (aged 18-65) in each of the following countries: Bulgaria, Poland, Romania, Slovakia, Slovenia, Hungary, Croatia, Czech Republic.

Over half of Bulgarian shoppers (57%) complete their online payment within 30 seconds. For almost all (94%), the ability to choose a preferred payment method is key, and 65% will abandon a purchase if their method is not offered. 14% of European consumers abandon their cart when asked to manually enter physical card details.

At least half of respondents in each country expect paying online to be as convenient as in a physical store - from 49% in Slovakia to 64% in Bulgaria. Yet nearly a quarter of Bulgarians (24%) think paying in a physical store is more convenient, while only 18% feel this way about an online outlet, the lowest among Central and Eastern European countries.