{"id":51979,"date":"2026-04-11T14:30:26","date_gmt":"2026-04-11T14:30:26","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/51979\/"},"modified":"2026-04-11T14:30:26","modified_gmt":"2026-04-11T14:30:26","slug":"komentar-mit-e-shop-je-veda-ktera-ale-neco-stoji-vytvorte-si-particku","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/51979\/","title":{"rendered":"Koment\u00e1\u0159: M\u00edt e-shop je v\u011bda, kter\u00e1 ale n\u011bco stoj\u00ed. Vytvo\u0159te si \u201eparti\u010dku\u201c"},"content":{"rendered":"

R\u016fst e-commerce se stabilizoval. Obraty nerostou tak rychle, proto\u017ee se v\u00edce db\u00e1 na jednotkovou ekonomiku a\u00a0celkovou profitabilitu sektoru. Vid\u00edme sice, \u017ee ti nejv\u011bt\u0161\u00ed si \u010dasto dr\u017e\u00ed vysok\u00fd obrat i\u00a0za cenu ztr\u00e1t\u00a0\u2013 to proto\u017ee cht\u011bj\u00ed b\u00fdt p\u0159i konsolidaci prvn\u00ed v\u00a0hled\u00e1\u010dku kupc\u016f a\u00a0vyd\u011blat na budouc\u00edm prodeji firmy. M\u011bn\u00ed se z\u00e1rove\u0148 struktura, co obor t\u00e1hne d\u00e1l. Prudce rostou segmenty suplement\u016f, longevity, udr\u017eiteln\u00e9ho zdrav\u00ed a\u00a0p\u00e9\u010de o\u00a0sebe sama. Pr\u00e1v\u011b nov\u00e9 trendov\u00e9 oblasti z\u00e1jmu spot\u0159ebitel\u016f jsou tahouny alespo\u0148 \u010d\u00e1sti r\u016fstu cel\u00e9ho sektoru.<\/p>\n

Naopak hrozbou pro \u010desk\u00e9 e-shopy je postupn\u011b nab\u00fdvaj\u00edc\u00ed zku\u0161enost spot\u0159ebitel\u016f nakupovat nap\u0159\u00ed\u010d EU. Nen\u00ed v\u00fdjimkou, \u017ee p\u0159esn\u011b po\u017eadovan\u00fd typ v\u00fdrobku dostanete v\u00a0n\u011bmeck\u00e9m e-shopu ihned k\u00a0dod\u00e1n\u00ed a\u00a0\u010dasto i\u00a0levn\u011bji, zat\u00edmco v\u00a0\u010cR \u010dek\u00e1te t\u00fddny. \u010cesk\u00fd trh je pro v\u00fdrobce a\u00a0distributory men\u0161\u00ed ne\u017e jejich dom\u00e1c\u00ed. Do toho vstupuj\u00ed \u010d\u00ednsk\u00e1 tr\u017ei\u0161t\u011b, kter\u00e1 se velmi brzy budou tv\u00e1\u0159it\u00a0\u2013 a\u00a0skute\u010dn\u011b i\u00a0fungovat\u00a0\u2013 jako lok\u00e1ln\u00ed prodejci. Buduj\u00ed logistick\u00e1 centra p\u0159\u00edmo v\u00a0\u010cR. Ot\u00e1zkou z\u016fst\u00e1v\u00e1, jak si porad\u00ed s\u00a0evropskou legislativou, ale jejich vliv poroste.<\/p>\n

Co m\u016f\u017ee \u010desk\u00e9mu e-commerce pomoci k\u00a0r\u016fstu a\u00a0ekonomick\u00e9 stabilit\u011b? Nikdy nikoho dlouhodob\u011b nezachr\u00e1nila jedna taktika. Je to v\u017edy kombinace krok\u016f. D\u016fle\u017eitou roli u\u017e dnes hraje a\u00a0hr\u00e1t bude technick\u00fd pokrok d\u00edky AI v\u00a0obsluze spot\u0159ebitele i\u00a0ve vnit\u0159n\u00ed efektivit\u011b. Um\u011bl\u00e1 inteligence dnes pom\u00e1h\u00e1 s\u00a0personalizac\u00ed, doporu\u010dov\u00e1n\u00edm produkt\u016f, z\u00e1kaznickou podporou i\u00a0zpracov\u00e1n\u00edm dat. M\u00e1lokdo se ale d\u00edv\u00e1 na \u0161ir\u0161\u00ed spole\u010densk\u00fd posun a\u00a0na to, kter\u00e9 oblasti za\u010d\u00ednaj\u00ed b\u00fdt pro spole\u010dnost d\u016fle\u017eit\u00e9. A\u00a0pr\u00e1v\u011b tyto zm\u011bny se n\u00e1sledn\u011b prom\u00edtaj\u00ed i\u00a0do tak technicistn\u00edho odv\u011btv\u00ed, jak\u00fdm je e-commerce.<\/p>\n

U\u017e p\u0159est\u00e1v\u00e1 platit, \u017ee \u010desk\u00fd e-commerce stoj\u00ed prim\u00e1rn\u011b na technick\u00fdch dovednostech. Sv\u011bt e-commerce je st\u00e1le slo\u017eit\u011bj\u0161\u00ed, kreativn\u011bj\u0161\u00ed, marketing v\u00a0n\u011bm nab\u00fdv\u00e1 na v\u00fdznamu. Ka\u017ed\u00fd rok p\u0159ib\u00fdvaj\u00ed nov\u00e9 n\u00e1stroje a\u00a0zp\u016fsoby, jak v\u011bci d\u011blat. Tlak na znalosti i\u00a0po\u010det lid\u00ed v\u00a0t\u00fdmu roste, co\u017e v\u017edy nejde dohromady s\u00a0ekonomikou e-shopu.<\/p>\n

Spir\u00e1la n\u00e1klad\u016f roste, s\u00a0profitabilitou pohnout nemus\u00ed<\/p>\n

A tu p\u0159ich\u00e1zej\u00ed spasitel\u00e9 v\u00a0podob\u011b velk\u00fdch nadn\u00e1rodn\u00edch firem, kter\u00e9 v\u00e1m vy\u0159e\u0161\u00ed tzv. v\u0161e. P\u0159\u00edkladem je Google. Kdy\u017e se jen pod\u00edv\u00e1te na jednoduchou linku uva\u017eov\u00e1n\u00ed: nev\u00edm, jak vyhodnocovat m\u00e9 marketingov\u00e9 aktivity a\u00a0m\u00e9 investice do marketingu, Google nab\u00eddne zdarma analytick\u00fd n\u00e1stroj, kter\u00fd v\u00e1m to p\u0159ehledn\u011b uk\u00e1\u017ee. Skv\u011ble, ale pak taky p\u0159es Google investujete do reklamy. <\/p>\n

<\/a><\/p>\n

Google m\u00e1 z\u00a0reklamy okolo 75\u00a0% sv\u00fdch p\u0159\u00edjm\u016f. Pak nen\u00ed divu, \u017ee pro \u201ezjednodu\u0161en\u00ed\u201c zp\u016fsobu, jak Google rozezn\u00e1v\u00e1, z\u00a0jak\u00e9ho reklamn\u00edho kan\u00e1lu p\u0159i\u0161el n\u00e1v\u0161t\u011bvn\u00edk, kter\u00fd nakonec ud\u011blal objedn\u00e1vku, nahr\u00e1v\u00e1 Google zdroj\u016fm nebo organick\u00e9 (p\u0159irozen\u00e9) n\u00e1v\u0161t\u011bvnosti. Ano, m\u00e1te v\u00a0Google i\u00a0pokro\u010dilej\u0161\u00ed metody a\u00a0kdy\u017e chcete a\u00a0um\u00edte, tak v\u0161e zjist\u00edte spr\u00e1vn\u011b. Jen\u017ee zde se tyto velk\u00e9 firmy vrac\u00ed k\u00a0podstat\u011b: lid\u00e9 se nest\u00edhaj\u00ed u\u010dit slo\u017eit\u011bj\u0161\u00ed technologie a\u00a0postupy.<\/p>\n

Je to spir\u00e1la, v\u00edce utr\u00e1c\u00edte, abyste rostli, ale profitabilita se nezlep\u0161uje. Ti, kte\u0159\u00ed necht\u011bj\u00ed na tuto hru p\u0159istoupit, v\u00edce investuj\u00ed do vzd\u011bl\u00e1v\u00e1n\u00ed, do experiment\u016f. Vy\u017eaduje to v\u011bt\u0161\u00ed \u00fasil\u00ed. Ti, kte\u0159\u00ed necht\u011bj\u00ed padnout do spir\u00e1ly, si vol\u00ed nez\u00e1visl\u00e9 n\u00e1stroje na m\u011b\u0159en\u00ed marketingov\u00fdch v\u00fddaj\u016f. Pak l\u00e9pe mixuj\u00ed sv\u00e9 investice do pestrobarevn\u011bj\u0161\u00ed palety zdroj\u016f n\u00e1v\u0161t\u011bvnosti. Spir\u00e1la se nebezpe\u010dn\u011b rozt\u00e1\u010d\u00ed p\u0159edev\u0161\u00edm tam, kde jste v\u00a0p\u0159\u00edm\u00e9 konkurenci za n\u00e1v\u0161t\u011bvn\u00edka, kter\u00e9ho chcete z\u00edskat na sv\u016fj e-shop a\u00a0p\u0159epl\u00e1c\u00edte za n\u011bj, proto\u017ee jste v\u00a0aukci. Kdo zaplat\u00ed nejv\u00edce, vyhr\u00e1v\u00e1. Proto jsou v\u0161ichni tak zasa\u017eeni \u010d\u00ednsk\u00fdmi tr\u017ei\u0161ti, kter\u00e1 jsou spolufinancov\u00e1na \u010d\u00ednskou vl\u00e1dou, kde zdroje jsou nekone\u010dn\u00e9.<\/p>\n

Nem\u00e1te \u0161anci. Mnoho e-shop\u016f se proto dalo na provizn\u00ed reklamu, kde nejsou v\u00a0konkurenci s\u00a0ostatn\u00edmi a\u00a0jde sp\u00ed\u0161e o\u00a0schopnost komunikovat s\u00a0partnery a\u00a0vym\u00fd\u0161let zaj\u00edmav\u00e9 spolupr\u00e1ce.<\/p>\n

Budov\u00e1n\u00ed komunit vy\u017eaduje dlouhodob\u00fd p\u0159\u00edstup<\/p>\n

A zde se dost\u00e1v\u00e1me k\u00a0n\u011b\u010demu kl\u00ed\u010dov\u00e9mu: budov\u00e1n\u00ed komunit. Dop\u0159edu \u0159\u00edk\u00e1m, \u017ee to nen\u00ed pro ka\u017ed\u00e9ho a\u00a0vy\u017eaduje to dlouhodob\u00fd p\u0159\u00edstup, ale vyplat\u00ed se to. Se z\u00e1kazn\u00edky jsme se u\u017e celkem nau\u010dili dlouhodob\u011b pracovat, ale po\u0159\u00e1d si to zjednodu\u0161ujeme a\u00a0bohu\u017eel \u010dasem u\u017e ty typick\u00e9 taktiky tolik nefunguj\u00ed. Vid\u00edm to z\u00a0dat na\u0161ich klient\u016f v\u00a0e-mail marketingu, kde se d\u00edv\u00e1me na miliony transakc\u00ed a\u00a0vid\u00edme, jak\u00e9 taktiky vedou k\u00a0opakovan\u00fdm n\u00e1kup\u016fm a\u00a0k v\u011bt\u0161\u00ed loajalit\u011b z\u00e1kazn\u00edk\u016f. <\/p>\n

Pot\u0159ebujeme v\u00edce pracovat na personalizaci sd\u011blen\u00ed, v\u00fdb\u011bru produkt\u016f pro doporu\u010den\u00ed na dal\u0161\u00ed n\u00e1kup, a\u00a0zde n\u00e1m AI neskute\u010dn\u011b pom\u00e1h\u00e1. Pokud vytvo\u0159\u00edte pocit, \u0159\u00edkejme emoci u\u00a0z\u00e1kazn\u00edka, \u017ee on je pro v\u00e1s v\u00fdjime\u010dn\u00fd, \u017ee ho respektujete a\u00a0porad\u00edte mu, pak ho na chv\u00edli z\u00edsk\u00e1te do komunity. Zd\u016fraz\u0148uji, na chv\u00edli. Tento pocit mus\u00ed b\u00fdt konzistentn\u00ed, proto tuto emoci mus\u00edte vyvol\u00e1vat p\u0159i ka\u017ed\u00e9m kontaktu s\u00a0va\u0161\u00ed zna\u010dkou, e-shopem.<\/p>\n

<\/a><\/p>\n

Sou\u010d\u00e1st\u00ed t\u00e9to taktiky je i\u00a0pr\u00e1ce s\u00a0recenzemi. Je dok\u00e1z\u00e1no v\u00fdzkumy, o\u00a0kolik se zvy\u0161uje afinita ke zna\u010dce, kdy\u017e ji n\u011bkdo v\u011brohodn\u00fd doporu\u010duje. Sd\u00edlen\u00ed zku\u0161enost\u00ed re\u00e1ln\u00fdch u\u017eivatel\u016f je aktivum, kter\u00e9 mus\u00ed e-shop d\u011blat nejen pro retenci st\u00e1vaj\u00edc\u00edch z\u00e1kazn\u00edk\u016f, ale i\u00a0pro akvizici nov\u00fdch, kte\u0159\u00ed v\u00e1s je\u0161t\u011b neznaj\u00ed. Cel\u00e9 odv\u011btv\u00ed recenz\u00ed za\u017e\u00edv\u00e1 ohromn\u00fd r\u016fst. Vyu\u017e\u00edvaj\u00ed ho zna\u010dky pro uveden\u00ed nov\u00e9ho v\u00fdrobku na trh, kdy si objednaj\u00ed kampa\u0148 od re\u00e1ln\u00fdch tester\u016f. Nastavuj\u00ed spr\u00e1vn\u00e1 o\u010dek\u00e1v\u00e1n\u00ed dal\u0161\u00edm z\u00e1kazn\u00edk\u016fm. Recenze jsou regulov\u00e1ny EU z\u00e1kony a\u00a0zde se v\u017edy mus\u00ed jednat o\u00a0autentick\u00e9 recenze re\u00e1ln\u00fdch u\u017eivatel\u016f. AI je zde vyu\u017eita pro efektivitu cel\u00e9ho procesu, ne pro tvorbu nebo zm\u011bnu obsahu recenze.<\/p>\n

Co je\u0161t\u011b v\u00a0\u010cR nen\u00ed tolik objeven\u00fdm fenom\u00e9nem, je budov\u00e1n\u00ed komunit partner\u016f. P\u0159edev\u0161\u00edm velk\u00e9 e-shopy, kter\u00e9 jedou p\u0159edev\u0161\u00edm na objem, s\u00a0t\u00edm nemaj\u00ed takovou zku\u0161enost. Budov\u00e1n\u00ed komunit partner\u016f spo\u010d\u00edv\u00e1 ve f\u00e9rov\u00e9m vztahu spolupr\u00e1ce. Jak velk\u00e9 e-shopy rostou, ztr\u00e1cej\u00ed pohled na detail, co se d\u011bje v\u00a0r\u016fzn\u00fdch z\u00e1kaznick\u00fdch segmentech. Partne\u0159i, kte\u0159\u00ed sv\u00fdm n\u00e1v\u0161t\u011bvn\u00edk\u016fm poskytuj\u00ed obsah ve form\u011b recenz\u00ed, srovn\u00e1n\u00ed produkt\u016f, slevov\u00fdch akc\u00ed nebo trendov\u00fdch produkt\u016f, znaj\u00ed velmi dob\u0159e svoji audienci. V\u011bd\u00ed z\u00a0diskuz\u00ed, co je zaj\u00edm\u00e1, co je motivuje n\u011bco koupit. Vid\u00ed z\u00a0dat, na co pozitivn\u011b reaguj\u00ed. <\/p>\n

Mnohdy jde o\u00a0velmi vysp\u011bl\u00e9, skoro a\u017e IT firmy, kter\u00e9 mnohem rychleji implementuj\u00ed AI pro zlep\u0161en\u00ed fungov\u00e1n\u00ed ne\u017e velk\u00fd e-shop. Tito partne\u0159i maj\u00ed neskute\u010dn\u00fd insight do z\u00e1kaznick\u00e9ho rozhodov\u00e1n\u00ed jejich, n\u011bkdy i\u00a0specifick\u00e9, c\u00edlovky. C\u00edlem pak je vymyslet dlouhodob\u00fd model spolupr\u00e1ce, kdy za p\u0159edem jasn\u00fdch obchodn\u00edch podm\u00ednek takov\u00fd partner podporuje e-shop. Zn\u00e1m data z\u00a0tis\u00edce takov\u00fdch spoluprac\u00ed a\u00a0v t\u011b\u017ek\u00fdch dob\u00e1ch \u010desk\u00e9 ekonomiky jsem vid\u011bl, jak tito partne\u0159i podr\u017eeli r\u016fst e-shopu.<\/p>\n

Pt\u00e1te-li se tedy na budoucnost e-commerce, nebude o\u00a0jednom n\u00e1stroji. Bude o\u00a0kombinaci p\u0159edev\u0161\u00edm technologick\u00e9 efektivity d\u00edky AI a\u00a0dlouhodob\u00e9 stability d\u00edky komunit\u00e1m. To je osa, na kter\u00e9 m\u016f\u017ee \u010desk\u00fd e-commerce r\u016fst i\u00a0v n\u00e1ro\u010dn\u011bj\u0161\u00edm prost\u0159ed\u00ed.<\/p>\n

Foto: Seznam Zpr\u00e1vy, Seznam Zpr\u00e1vy<\/p>\n

P\u0159ij\u010fte na \u017eiv\u00e9 nat\u00e1\u010den\u00ed podcastu Ve vat\u011b. Investorka Ivana Birtov\u00e1 vlastn\u00ed des\u00edtky nemovitost\u00ed. Je s\u00e1zka na byt st\u00e1le je\u0161t\u011b t\u00e9m\u011b\u0159 jistou v\u00fdhrou? Nebo se kolem investor\u016f stahuje smy\u010dka? Dal\u0161\u00edmi hosty jsou Libor Ostatek (Golem Finance, Broker Trust) a\u00a0ekonom Ji\u0159\u00ed Pour (UniCredit Bank).<\/p>\n","protected":false},"excerpt":{"rendered":"R\u016fst e-commerce se stabilizoval. Obraty nerostou tak rychle, proto\u017ee se v\u00edce db\u00e1 na jednotkovou ekonomiku a\u00a0celkovou profitabilitu sektoru.…\n","protected":false},"author":2,"featured_media":25913,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[67,68,5103,2323,849,309,521,126],"class_list":{"0":"post-51979","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-byznys","8":"tag-business","9":"tag-byznys","10":"tag-e-commerce","11":"tag-marketing","12":"tag-obchod","13":"tag-reklama","14":"tag-socialni-site","15":"tag-umela-inteligence-ai"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@cz\/116386557049807429","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/51979","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/comments?post=51979"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/51979\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/25913"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=51979"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=51979"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=51979"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}