Bulgarian e-commerce is in a growth phase, and the January 2026 euro adoption has made price comparison with overseas merchants and cross-border purchases even easier. As across much of Eastern Europe, Bulgaria's smartphone market has a relatively high share of Android devices, giving Google Pay—which enables one-click checkout in browsers and apps using a card stored on the device—relatively wide reach.

For shops with a high share of guest checkout without account registration, or businesses centered on lower- to mid-priced single purchases driven by mobile ads, removing the card-number entry step alone can be expected to improve checkout completion rates. Since the local card-issuance base is still growing, it's common to configure this alongside standard card payments.

When a consumer taps the Google Pay button and approves via device unlock (biometrics or PIN), the transaction is processed using tokenized card information, and this device authentication serves as the mechanism for meeting PSD2's Strong Customer Authentication (SCA) requirement. Hecto Financial receives the approved amount in euros (EUR), converts it, and settles it to the merchant in Korea in the currency chosen at contract—USD, KRW, or JPY.

Integrating through Hecto Financial lets you consider adopting Google Pay with only a Korea-based contract, without a separate contract procedure in Bulgaria. Specific coverage and settlement cycle, fees, and currency options vary by industry and transaction size, so a prior consultation is needed.

• Country of business registration

  Confirm contract eligibility for businesses registered in Korea

• Sales channels

  Integration method and priority vary depending on your online sales channel mix—own store, open marketplace, mobile app, etc.

• Product categories

  Check in advance whether your products fall under categories restricted by Google Pay's merchant policy

• EU regulatory compliance

  Confirm compliance with EU payment regulations such as PSD2 and SEPA (see official sources below)

Google Pay transactions in Bulgaria are denominated in euros (EUR), which Hecto Financial receives and converts, then settles to the merchant in Korea only in the single currency chosen at contract—USD, KRW, or JPY—with the settlement cycle following contract terms. Refunds are returned to the original payment card, and under EU consumer protection rules, withdrawal requests can arrive within 14 days, so it's advisable to inform customers of the refund timeframe in advance.

• Bulgarian National Bank (Българска народна банка, BNB)Official information on Bulgaria's payment system and regulations related to the 2026 euro conversion. If this page's content differs from actual regulations, the official source takes precedence.