This paper aims to explore the positioning strategies of global online retailers in Bulgarian market and their website performance. The first research objective is to identify the online purchasing patterns of Bulgarian online shoppers and to determine the awareness level of global online retailers. The second research objective is to identify the factors shaping consumer perceptions toward positions of global online retailers. It was proven that there is a relationship between the demographic profile of customers and their attitude toward online shopping as well as the frequency of online shopping. Factor analysis revealed the following four factors affecting the perceived positions of online retailers: purchasing process, quality of product information and additional services during the purchase, purchasing risks, and size and reputation of retailer.