When does Google Shopping launch in Bulgaria?

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, reported 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.

Checked on 26 September 2026: Bulgaria is still absent from Google's own list of target countries for Shopping ads and free listings. So are the other fourteen markets in the expansion, including the ones reported as phase one. Google's Merchant Center announcements log still carries nothing about it either.

What is reported

• The expansion is reported to cover 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.
• Whether the market opens as a beta first. Google runs a beta programme for new Shopping countries, but does not publish which countries are in it - it shows up in the Merchant Center account.
• Which Shopping surfaces open first in each market.
• Where the reporting comes from. Every account of the 15-market expansion traces back to one industry post from March 2026, not to a Google announcement.

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.