ePay.bg is a Bulgarian electronic payment system launched in 1999. It offers services such as utility bill payments, online purchases, and bank transfers using debit cards, credit cards, Microaccounts, cash, and ATMs[1][2]. The platform is designed for both individuals and merchants, providing a secure payment gateway for online stores[3]. Target Audience: Bulgarian consumers and businesses. Unique Selling Proposition (USP): ePay.bg provides a comprehensive, localized payment solution with multiple payment options, ensuring convenience and security for users within Bulgaria. It is certified under PCI DSS for enhanced security[1].