{"id":8034,"date":"2026-02-26T08:59:10","date_gmt":"2026-02-26T08:59:10","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/8034\/"},"modified":"2026-02-26T08:59:10","modified_gmt":"2026-02-26T08:59:10","slug":"sto-velkych-zbytek-paberkuje-jak-cesi-deli-penize-v-e-shopech","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/8034\/","title":{"rendered":"Sto\u00a0velk\u00fdch, zbytek pab\u011brkuje. Jak \u010ce\u0161i d\u011bl\u00ed pen\u00edze v\u00a0e-shopech"},"content":{"rendered":"

Provozovat \u00fasp\u011b\u0161n\u00fd e-shop je dnes daleko t\u011b\u017e\u0161\u00ed ne\u017e d\u0159\u00edve. Konkurence je na trhu siln\u00e1 a\u00a0zaujmout z\u00e1kazn\u00edka a\u00a0n\u00e1sledn\u011b si ho udr\u017eet je tak\u00e9 v\u00fdzva. Podle odborn\u00edk\u016f ze spole\u010dnosti Upgates ro\u010dn\u011b skon\u010d\u00ed n\u011bkolik tis\u00edc \u010desk\u00fdch e-shop\u016f. Z\u00e1rove\u0148 v\u0161ak nakupov\u00e1n\u00ed na internetu nikdy nebylo \u017eiv\u011bj\u0161\u00ed. <\/p>\n

\u201eZ praxe bych \u0159ekl, \u017ee dlouhodob\u011b usp\u011bje sp\u00ed\u0161 men\u0161\u00ed \u010d\u00e1st nov\u00fdch projekt\u016f\u00a0\u2013 orienta\u010dn\u011b cca 10\u00a0a\u017e 20\u00a0procent t\u011bch, kter\u00e9 to mysl\u00ed v\u00e1\u017en\u011b a\u00a0projdou prvn\u00edm rokem nebo dv\u011bma bez z\u00e1sadn\u00edch chyb,\u201c \u0159\u00edk\u00e1 e-shopov\u00fd specialista Ji\u0159\u00ed Fran\u011bk.<\/p>\n

Podle e-shopov\u00e9ho strat\u00e9ga Mat\u011bje Slez\u00e1ka je nejv\u011bt\u0161\u00ed zm\u011bnou n\u011bkolika posledn\u00edch let faktick\u00e9 uzav\u0159en\u00ed trhu pro jednoduch\u00fd p\u0159eprodej b\u011b\u017en\u00e9ho zbo\u017e\u00ed. \u201eTo, co d\u0159\u00edve fungovalo – nakoupit komoditu a\u00a0sout\u011b\u017eit cenou\u00a0\u2013, dnes v\u00a0konkurenci glob\u00e1ln\u00edch marketplace hr\u00e1\u010d\u016f p\u0159est\u00e1v\u00e1 d\u00e1vat ekonomick\u00fd smysl. Tlak je proto na unik\u00e1tn\u00ed produkt, vlastn\u00ed zna\u010dku nebo silnou slu\u017ebu kolem produktu,\u201c vysv\u011btluje.<\/p>\n

\u0160anci usp\u011bt podle n\u011bj maj\u00ed ti, kte\u0159\u00ed dok\u00e1\u017eou zachytit nov\u00fd trend v\u00a0jeho za\u010d\u00e1tku nebo p\u0159in\u00e9st jasn\u011b odli\u0161nou hodnotu. \u201eVstupovat do p\u0159epln\u011bn\u00e9ho segmentu bez v\u00fdrazn\u00e9 diferenciace je dnes velmi rizikov\u00e9,\u201c dod\u00e1v\u00e1.<\/p>\n

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

\u0160\u00e9f platformy Shoptet Jan Hospodka ov\u0161em nam\u00edt\u00e1, \u017ee sice roste konkurence, z\u00e1rove\u0148 ale \u010deskou e-commerce t\u00e1hne siln\u00e1 dom\u00e1c\u00ed popt\u00e1vka. Cel\u00e1 ekonomika se nav\u00edc \u010d\u00edm d\u00e1l v\u00edc digitalizuje, co\u017e hraje e-shop\u016fm do karet – pokud maj\u00ed dobr\u00fd produkt a\u00a0v\u011bd\u00ed, jak ho nab\u00eddnout. <\/p>\n

\u201eNa\u0161e \u010d\u00edsla potvrzuj\u00ed, \u017ee usp\u011bt m\u016f\u017ee v\u00a0podstat\u011b kdokoliv. Jen v\u00a0lo\u0148sk\u00e9m roce podnikatel\u00e9 na Shoptetu rostli v\u00a0pr\u016fm\u011bru o\u00a015\u00a0procent meziro\u010dn\u011b, co\u017e je v\u00edce, ne\u017e jak\u00fd byl pr\u016fm\u011br cel\u00e9ho trhu. Dvoucifern\u00fd r\u016fst si e-shopa\u0159i dr\u017e\u00ed celou dobu, tedy v\u010detn\u011b vstupu velk\u00fdch online tr\u017ei\u0161\u0165 na \u010desk\u00fd trh. Pr\u016fm\u011brn\u00e9mu i\u00a0medi\u00e1nov\u00e9mu e-shopa\u0159i se v\u00a0roce 2025\u00a0da\u0159ilo l\u00e9pe ne\u017e v\u00a0p\u0159edchoz\u00edch letech,\u201c \u0159\u00edk\u00e1 \u0161\u00e9f firmy, kter\u00e1 dod\u00e1v\u00e1 online obchodn\u00edk\u016fm webov\u00e9 str\u00e1nky.<\/p>\n

V\u011bt\u0161inu si rozeberou velc\u00ed hr\u00e1\u010di<\/p>\n

Jak velkou konkurenc\u00ed jsou pro e-shopy zahrani\u010dn\u00ed giganti, kte\u0159\u00ed nab\u00edzej\u00ed nespo\u010det produkt\u016f za minim\u00e1ln\u00ed ceny? A\u00a0jak siln\u00e1 je konkurence doma?<\/p>\n

Podle marketingov\u00e9ho \u0159editele dal\u0161\u00edho v\u00fdvoj\u00e1\u0159e e-shop\u016f, Shopsys, Petra Krakowczyka je \u010cesko co do po\u010dtu online obchod\u016f na obyvatele velmoc\u00ed, aktu\u00e1ln\u011b je podle n\u011bj evidov\u00e1no zhruba 50\u00a0tis\u00edc online prodejc\u016f. P\u0159ev\u00e1\u017en\u00e1 v\u011bt\u0161ina, asi 48\u00a0tis\u00edc, ov\u0161em z\u00a0pohledu celkov\u00e9ho trhu generuje zanedbateln\u00e9 tr\u017eby. <\/p>\n

\u201eKdy\u017e vezmete data ze \u017eeb\u0159\u00ed\u010dk\u016f Top 100\u00a0a\u00a0porovn\u00e1te je s\u00a0celkov\u00fdmi tr\u017ebami \u010desk\u00e9 e-commerce, tak vych\u00e1z\u00ed, \u017ee v\u00a0roce 2022\u00a0si 100\u00a0nejv\u011bt\u0161\u00edch e-shop\u016f p\u0159ipsalo zhruba 70\u00a0procent trhu, v\u00a0roce 2023\u00a0u\u017e t\u00e9m\u011b\u0159 80\u00a0procent a\u00a0v roce 2024\u00a0se to bl\u00ed\u017eilo 90\u00a0procent\u016fm,\u201c popisuje. <\/p>\n

Top 10\u00a0e-shop\u016f v\u00a0\u010cesku<\/p>\n

Po\u0159ad\u00edN\u00e1zevOdhad v\u00fd\u0161e tr\u017eeb v \u010cesku (v korun\u00e1ch, 2024)Kategorie1.Alza.cz35,9 miliardyGeneralista2.Rohlik.cz17,4 miliardyPotraviny3.Datart11,3 miliardyElektronika4.Temu10,9 miliardyGeneralista5.Shein8,2 miliardyM\u00f3da6.Allegro7,6 miliardyGeneralista7.Notino5,2 miliardyDrogerie a kosmetika8.Tesla5 miliardAuto\/moto9.Zalando4,3 miliardyM\u00f3da10.AliExpress4,2 miliardyGeneralistaZdroj: Czech Crunch a BizMachine<\/a><\/p>\n

Zb\u00fdvaj\u00edc\u00edch 49\u00a0900\u00a0hr\u00e1\u010d\u016f si tak d\u011bl\u00ed jen 10\u00a0procent obratu trhu – tedy zhruba 20\u00a0miliard korun. \u201eTo je pr\u016fm\u011brn\u011b 400\u00a0tis\u00edc ro\u010dn\u011b na e-shopy od 101.\u00a0m\u00edsta d\u00e1l. E-shopy na chvostu Top 100\u00a0maj\u00ed p\u0159itom obraty v\u00a0ni\u017e\u0161\u00edch stovk\u00e1ch milion\u016f – tak\u017ee re\u00e1ln\u011b m\u00e1 v\u00edce ne\u017e 40\u00a0tis\u00edc\u00a0e-shop\u016f opravdu zanedbateln\u00e9 tr\u017eby,\u201c dod\u00e1v\u00e1.<\/p>\n

Nejv\u011bt\u0161\u00ed hr\u00e1\u010d Alza roste d\u00e1l meziro\u010dn\u011b o\u00a0ni\u017e\u0161\u00ed des\u00edtky procent, tedy v\u00fdrazn\u011b rychleji ne\u017e trh. Posiluj\u00ed i\u00a0zahrani\u010dn\u00ed tr\u017ei\u0161t\u011b, kter\u00e1 rostou meziro\u010dn\u011b tak\u00e9 o\u00a0des\u00edtky procent, p\u0159i\u010dem\u017e u\u017e dnes maj\u00ed tr\u017en\u00ed pod\u00edl 15\u00a0a\u017e 20\u00a0procent, vysv\u011btluje Krakowczyk. <\/p>\n

Levn\u00e1 tr\u017ei\u0161t\u011b ohro\u017euj\u00ed obchody bez originality<\/p>\n

A\u010dkoliv se nab\u00edz\u00ed ozna\u010dit za nejv\u011bt\u0161\u00edho kata dom\u00e1c\u00edch e-shop\u016f asijsk\u00e1 internetov\u00e1 tr\u017ei\u0161t\u011b, podle odborn\u00edk\u016f je praxe o\u00a0n\u011bco slo\u017eit\u011bj\u0161\u00ed. Ohro\u017eeni jsou p\u0159edev\u0161\u00edm ti, kte\u0159\u00ed prod\u00e1vaj\u00ed generick\u00e9 zbo\u017e\u00ed n\u00edzk\u00e9 kvality, u\u00a0kter\u00e9ho lid\u00e9 hled\u00ed p\u0159edev\u0161\u00edm na cenu. Dominance velk\u00fdch hr\u00e1\u010d\u016f typu Allegro, Temu nebo Alza.cz podle Slez\u00e1ka ostatn\u00edm prakticky znemo\u017enila usp\u011bt \u010dist\u011b cenovou konkurenc\u00ed.<\/p>\n

\u201eMnohem v\u011bt\u0161\u00ed hrozbou ne\u017e asijsk\u00e1 tr\u017ei\u0161t\u011b je ale pro \u0159adu obchodn\u00edk\u016f \u0161patn\u011b \u0159\u00edzen\u00e1 ekonomika internetov\u00e9ho obchodu a\u00a0v\u016fbec p\u0159ehled o\u00a0ziskovosti e-shopu,\u201c upozor\u0148uje marketingov\u00fd mana\u017eer spole\u010dnosti Upgates Michal Benatzky. <\/p>\n

Podle Daniela Vi\u0161\u0148\u00e1ka ze spole\u010dnosti Eshop Booster z\u00e1kazn\u00edky na zahrani\u010dn\u00ed tr\u017ei\u0161t\u011b vyh\u00e1n\u00ed n\u00edzk\u00e1 kvalita tuzemsk\u00fdch e-shop\u016f. Obchod mus\u00ed z\u00e1kazn\u00edkovi poskytnout pochopiteln\u00fd a\u00a0p\u0159\u00edjemn\u00fd n\u00e1kup a\u00a0d\u00e1t mu jasn\u011b najevo, pro\u010d by m\u011bl koupit zrovna jeho produkt.<\/p>\n

\u201ePadaj\u00ed ti, kte\u0159\u00ed ten byznys ned\u011blaj\u00ed poctiv\u011b, ned\u011blaj\u00ed ho po\u0159\u00e1dn\u011b naplno a\u00a0nev\u011bnuj\u00ed se t\u011bm kl\u00ed\u010dov\u00fdm v\u011bcem, a\u00a0naopak hon\u00ed tu ko\u010dku za ocas. Oni \u010d\u00edm d\u00e1l v\u00edc sh\u00e1n\u011bj\u00ed reklamu, \u010d\u00edm d\u00e1l v\u00edc m\u011bn\u00ed agentury – po\u0159\u00e1d dokola. \u0160patn\u00e1 agentura nen\u00ed, je \u0161patn\u00fd tv\u016fj e-shop, na kter\u00e9m ten z\u00e1kazn\u00edk nena\u0161el informace, kter\u00e9 naj\u00edt m\u011bl, a\u00a0kv\u016fli tomu se nemohl rozhodnout a\u00a0kv\u016fli tomu tam nenakoupil a\u00a0nakoupil mo\u017en\u00e1 na Allegru nebo na Temu,\u201c mysl\u00ed si.<\/p>\n

<\/a>Reklama mus\u00ed bavit<\/p>\n

Velc\u00ed hr\u00e1\u010di podle Krakowczyka z\u00e1rove\u0148 vytv\u00e1\u0159ej\u00ed tlak na nov\u00e9 e-shopy tak\u00e9\u00a0nep\u0159\u00edmo – zvy\u0161uj\u00ed toti\u017e ceny reklamy a\u00a0sr\u00e1\u017eej\u00ed ceny zbo\u017e\u00ed, \u010d\u00edm\u017e tla\u010d\u00ed na sni\u017eov\u00e1n\u00ed mar\u017e\u00ed. A\u00a0pr\u00e1v\u011b s\u00a0reklamou m\u00e1 \u0159ada provozovatel\u016f pot\u00ed\u017ee. Nejen\u017ee za posledn\u00ed roky v\u00fdrazn\u011b zdra\u017euje, ale z\u00e1rove\u0148 se prom\u011bnil styl, jak\u00fdm funguje. <\/p>\n

Aneta Hemerov\u00e1, marketingov\u00e1 \u0159editelka spole\u010dnosti Petr Handl\u00ed\u0159, specializuj\u00edc\u00ed se na facebookovou reklamu, upozornila, \u017ee Meta (provozovatel Facebooku nebo Instagramu) ned\u00e1vno spustila nov\u00fd algoritmus jm\u00e9nem Andromeda.<\/p>\n

\u201eS Andromedou p\u0159i\u0161la zm\u011bna v\u00a0tom, \u017ee u\u017e se ne\u0159e\u0161\u00ed jenom to, jestli dopadla konverze, ale sleduje se celkov\u00fd z\u00e1\u017eitek u\u017eivatele na s\u00edt\u00edch. Podle n\u011bj potom rozhoduje, jestli va\u0161i reklamu bude d\u00e1l zobrazovat a\u00a0za jak\u00e9 pen\u00edze. Je to d\u016fsledek toho, \u017ee m\u00e1me \u010d\u00edm d\u00e1l t\u00edm m\u00e9n\u011b dat,\u201c uvedla na konferenci Czech On-line Expo. Meta podle n\u00ed u\u017e dnes \u010dasto nen\u00ed schopna zjistit, zda z\u00e1kazn\u00edk na z\u00e1klad\u011b reklamy uskute\u010dnil n\u00e1kup, a\u00a0tak pot\u0159ebuje v\u00edce sign\u00e1l\u016f, na z\u00e1klad\u011b kter\u00fdch vyhodnocuje \u00fasp\u011b\u0161nost reklamy.<\/p>\n

Dodala, \u017ee pokud u\u017eivateli soci\u00e1ln\u00ed s\u00edt\u011b obchod ud\u011bl\u00e1 reklamou dobr\u00fd z\u00e1\u017eitek, odm\u011bn\u00ed ho Meta t\u00edm, \u017ee ho uk\u00e1\u017ee v\u00edce lidem. <\/p>\n

Jak obchod zlep\u0161it<\/p>\n

Rostouc\u00ed konkurence podle Benatzk\u00e9ho nut\u00ed e-shopa\u0159e kl\u00e1st si nep\u0159\u00edjemn\u00e9, ale z\u00e1sadn\u00ed ot\u00e1zky, kter\u00e9 odhal\u00ed slabiny jejich podnik\u00e1n\u00ed. Majitel\u00e9 e-shop\u016f by si m\u011bli ujasnit, zda jsou skute\u010dn\u011b v\u00a0zisku, kolik je stoj\u00ed z\u00edskat nov\u00e9ho z\u00e1kazn\u00edka, m\u011bli by sledovat v\u00fd\u0161i pr\u016fm\u011brn\u00e9 objedn\u00e1vky nebo kolik napln\u011bn\u00fdch ko\u0161\u00edk\u016f se skute\u010dn\u011b prom\u011bn\u00ed v\u00a0objedn\u00e1vku.<\/p>\n

\u201eReklama pay per click dnes funguje skv\u011ble, ale jen u\u00a0projekt\u016f, kter\u00e9 maj\u00ed zvl\u00e1dnut\u00e9 z\u00e1klady\u00a0\u2013 nab\u00eddku, web, m\u011b\u0159en\u00ed a\u00a0n\u00e1slednou p\u00e9\u010di o\u00a0z\u00e1kazn\u00edka,\u201c potvrzuje Fran\u011bk.<\/p>\n

Podle Slez\u00e1ka je d\u016fle\u017eit\u00e1 tak\u00e9 rychl\u00e1 adaptace na zm\u011bny. \u201e\u00dasp\u011b\u0161n\u00e9 e-shopy dnes aktivn\u011b pracuj\u00ed s\u00a0automatizac\u00ed, AI n\u00e1stroji a\u00a0efektivitou proces\u016f,\u201c vysv\u011btluje. Z\u00e1rove\u0148 v\u0161ak dod\u00e1v\u00e1, \u017ee nakonec rozhoduje d\u016fraz na z\u00e1kazn\u00edka, tedy kvalitn\u00ed z\u00e1kaznick\u00e1 zku\u0161enost, d\u016fv\u011bryhodnost e-shopu a\u00a0jistota p\u0159i n\u00e1kupu.<\/p>\n

\u201eNa e-shopech nakupuj\u00ed lid\u00e9, tam nenakupuj\u00ed roboti. N\u011bkdo \u0159\u00edk\u00e1, \u017ee p\u0159ijde doba AI a\u00a0budou nakupovat roboti, ale ta tady je\u0161t\u011b nen\u00ed. Tak\u017ee te\u010f se bav\u00edme o\u00a0tom, \u017ee nakupuj\u00ed lid\u00e9, a\u00a0my se v\u017edy rozhodujeme na z\u00e1klad\u011b vjem\u016f a\u00a0emoc\u00ed,\u201c uzav\u00edr\u00e1 Vi\u0161\u0148\u00e1k.<\/p>\n","protected":false},"excerpt":{"rendered":"Provozovat \u00fasp\u011b\u0161n\u00fd e-shop je dnes daleko t\u011b\u017e\u0161\u00ed ne\u017e d\u0159\u00edve. Konkurence je na trhu siln\u00e1 a\u00a0zaujmout z\u00e1kazn\u00edka a\u00a0n\u00e1sledn\u011b si…\n","protected":false},"author":2,"featured_media":8035,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[5302,67,68,5102,2323,1699,309],"class_list":{"0":"post-8034","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-byznys","8":"tag-algoritmus","9":"tag-business","10":"tag-byznys","11":"tag-e-shopy","12":"tag-marketing","13":"tag-meta-platforms-meta","14":"tag-reklama"},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/8034","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=8034"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/8034\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/8035"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=8034"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=8034"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=8034"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}