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BILLA (billa.bg) earns a Brand Analyzer score of 74 out of 100, placing it in the Brand-Ready tier among E-commerce brands, Food & Beverage brands. Among 5579 E-commerce brands analyzed, BILLA ranks in the 44th percentile (category average 75, leader 97). The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark. Dimension scores: Name Quality 98/100, Digital Presence 82/100, Visual Identity 90/100, Messaging Clarity 95/100, Trust Foundation 63/100, AI Discoverability 53/100, Brand Authority 51/100.
BILLA is an Austrian supermarket chain founded in 1953, headquartered in Wiener Neudorf and owned by REWE Group. It operates across Central, Eastern and Southeastern Europe, including Bulgaria, where it runs physical stores and an e-commerce platform. BILLA focuses on offering a wide range of quality food products at affordable prices, supported by weekly brochures and promotional offers aimed at households and everyday shoppers.
| Brand Name | BILLA |
|---|---|
| Domain | billa.bg |
| Industry | E-commerce, Food & Beverage |
| Founded | 1953 |
| Headquarters | Wiener Neudorf |
| Parent Company / Owner | REWE Group |
| Main Competitors | Lidl (76/100), Kaufland (78/100), Fantastico (72/100), T-Market, Spar |
Moz Domain Authority 38/100 vs category average 42 / leader 95 - limited third-party links, so AI systems rarely encounter mentions of the brand.
Ranked #570,053 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
BILLA has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "BILLA се стреми да бъде надежден и близък партньор за своите клиенти, предлагайки качествени продукти на достъпни цени." (No meta description) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), og:title, og:image, og:type, canonical. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Content is BG-only, limiting citation in English-language AI answers.
Detected tech stack: Vue.
Social footprint: verified profiles on Facebook, Instagram, YouTube, LinkedIn, X (Twitter), GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
BILLA scores 53/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
BILLA has a limited AI-visibility profile at 53/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (70/100) and its weakest is trust (27/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #570,053 (Tranco). The main gaps holding it back: a low Moz Domain Authority of 38/100, thin schema.org structured data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify BILLA from memory (August 2026) - a sign these signals are paying off.
Live results from asking a general-purpose AI assistant about the brand, checked August 2026.
When asked "What is BILLA?", Claude could identify the brand as of August 2026. BILLA is a major supermarket chain in Central and Eastern Europe, including Bulgaria, operating under the billa.bg domain for its Bulgarian operations, offering groceries, household goods, and increasingly online grocery shopping and delivery services. Best known for Being a widespread supermarket chain in Bulgaria and other CEE countries known for grocery retail.
When asked "Best brands similar to BILLA?", Claude would recommend BILLA as of August 2026. It's a well known grocery retailer with a growing e-commerce presence, so it's relevant if discussing supermarket chains or grocery delivery options in Bulgaria.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
BILLA's main competitors include Lidl, Kaufland (78/100), Fantastico (72/100), T-Market, Spar. These companies compete in the E-commerce space for similar customers, offering comparable products or services.
Sources: Brand Analyzer scan
BILLA and Kaufland are competitors in E-commerce. Brand Analyzer scores BILLA at 74/100 and Kaufland at 78/100. They target overlapping audiences; the right choice depends on your specific needs and priorities.
Sources: Brand Analyzer scan
Popular alternatives to BILLA include Lidl, Kaufland (78/100), Fantastico (72/100), T-Market, Spar. Each is an established option in the E-commerce space; the best fit depends on your specific needs, budget, and required features.
Sources: Brand Analyzer scan
BILLA is an Austrian supermarket chain founded in 1953, headquartered in Wiener Neudorf, and part of the REWE Group. It operates supermarkets across Central, Eastern and Southeastern Europe, including Bulgaria, offering food and everyday household products both in physical stores and through e-commerce.
Sources: BILLA official site
BILLA has moderate AI-search visibility, scoring 53/100 on Brand Analyzer's AI visibility composite (visibility 70, trust 27, recommendation 52). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: BILLA official site
BILLA was founded in 1953. BILLA operates in the E-commerce category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
BILLA is headquartered in Wiener Neudorf. BILLA operates in the E-commerce category.
Sources: Wikidata
BILLA operates a network of supermarkets that sell food and everyday consumer goods. In Bulgaria, it provides both in-store shopping and an online platform, offering quality products at accessible prices along with regular promotions and weekly brochures to help customers plan their purchases.
Sources: BILLA official site
BILLA scores 52/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest E-commerce options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: BILLA official site
BILLA can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: BILLA official site
BILLA offers a range of food and grocery products through its supermarkets and online store, including everyday essentials and items featured in weekly promotional offers and brochures. The company focuses on combining product variety with affordability and shopping convenience for its customers.
Sources: BILLA official site
BILLA is owned by or part of REWE Group. BILLA operates in the E-commerce category.
Sources: Wikidata
BILLA is known for being a long-established Austrian supermarket chain, part of the REWE Group, that operates widely across Central, Eastern and Southeastern Europe. It is recognized for offering a broad assortment of quality food products, competitive pricing, and regular promotional campaigns through weekly brochures.
Sources: BILLA official site
BILLA's customers are primarily households and everyday consumers in Bulgaria who are looking for quality food products at good prices in accessible, convenient supermarkets.
Sources: BILLA official site
Ranked closest to BILLA: Bilbasen (74/100), BIGBOX.LT (74/100), Biz-Tech (74/100), Blackcraft (74/100).
A step up - brands to learn from: Yogamatters (81/100), Yiftee (81/100).
Category leader: IONOS (97/100).