When does Google Shopping launch in Bulgaria?
One question, one page, kept current. Bulgaria is in the second phase of Google's 15-market European expansion, timed for the holiday season. No fixed public date has been published.
Magnet Minds
22 August 2026
2 min read
The short answer
Google Shopping ads are expanding into Bulgaria as part of a 15-market European rollout that runs in two phases. Bulgaria is in phase two, which Google has described as landing during the holiday season. A specific public date has not been published, and the sources tracking the rollout consistently note the timeline can move.
If you need a planning assumption, use the holiday season and work backwards. If you need a commitment, there is not one yet.
What is confirmed
- The expansion covers 15 new European markets.
- Bulgaria is on the list, in the second phase.
- Phase one covers Cyprus, Luxembourg, Moldova, North Macedonia, Malta and Liechtenstein, timed ahead of back-to-school.
- Phase two covers Bulgaria, Croatia, Lithuania, Slovenia, Serbia, Bosnia and Herzegovina, Montenegro, Estonia and Latvia, timed for the holiday season.
- Bulgarian is supported as a language in Google Merchant Center.
What is not confirmed
- An exact launch date for Bulgaria.
- Whether all phase-two markets open simultaneously or in sequence.
- Which Shopping surfaces open first in each market.
What to do while waiting
Everything that matters can be done before launch, and most of it takes weeks. Merchant Center verification, claiming your site, connecting the product feed and clearing the error list do not depend on Shopping being live in the market.
The full breakdown is in our preparation guide for Bulgarian stores, the feed itself has a separate technical guide, and what to launch on day one is covered too.
Questions
Not at the time of the last update on this page. Bulgaria is in the second phase of the rollout, scheduled for the holiday season. We update this page when that changes.
Yes. Merchant Center setup, website claiming and feed cleanup are all available now and are the parts that take longest, which is why preparing early is the whole advantage.
The advantage goes to whoever is ready first.
We will look at your store and tell you exactly what needs fixing before Shopping opens in Bulgaria.
Book a 30-min callNo payment, no obligation.