{"id":3582,"date":"2026-01-07T15:34:14","date_gmt":"2026-01-07T14:34:14","guid":{"rendered":"https:\/\/btop.pl\/?p=3582"},"modified":"2026-09-04T12:04:59","modified_gmt":"2026-09-04T10:04:59","slug":"e-commerce-v-roce-2026-ktery-skutecne-rozhodne-o-vitezi-na-trzistich","status":"publish","type":"post","link":"https:\/\/btop.pl\/cs\/e-commerce-v-roce-2026-ktery-skutecne-rozhodne-o-vitezi-na-trzistich\/","title":{"rendered":"E-commerce v roce 2026: co skute\u010dn\u011b rozhodne o v\u00edt\u011bz\u00edch na tr\u017ei\u0161t\u00edch?\u00a0"},"content":{"rendered":"

Nen\u00ed to tak d\u00e1vno, co mnoho spole\u010dnost\u00ed pova\u017eovalo online prodej za jednoduchou z\u00e1le\u017eitost: nahrajete nab\u00eddku, spust\u00edte reklamu a \u201en\u011bjak to dopadne\u201d. Dnes je z\u0159ejm\u00e9, \u017ee tato f\u00e1ze je ji\u017e za n\u00e1mi. Trh dozr\u00e1v\u00e1, konkurence roste a tr\u017ei\u0161t\u011b se st\u00e1vaj\u00ed st\u00e1le n\u00e1ro\u010dn\u011bj\u0161\u00edm prost\u0159ed\u00edm. V roce 2026 nebudou v\u00edt\u011bzi ti, kte\u0159\u00ed \u201eprodaj\u00ed v\u0161echno\u201d, ale ti, kte\u0159\u00ed maj\u00ed proces pod kontrolou: data, nab\u00eddky, logistiku a ziskovost.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Trhy ji\u017e nejsou dopl\u0148kem. St\u00e1vaj\u00ed se opera\u010dn\u00edm syst\u00e9mem prodeje<\/span><\/b>\u00a0<\/span><\/p>\n

V roce 2026 bude v mnoha odv\u011btv\u00edch trh hlavn\u00edm kan\u00e1lem pro z\u00edsk\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f, nikoli \u201evedlej\u0161\u00edm kan\u00e1lem\u201d. To m\u00e1 sv\u00e9 d\u016fsledky. Na jedn\u00e9 stran\u011b se zvy\u0161uje potenci\u00e1l rozsahu, na druh\u00e9 stran\u011b roste tlak na kvalitu dat a provozn\u00ed efektivitu. Nen\u00ed mo\u017en\u00e9 tam dob\u0159e prod\u00e1vat, pokud m\u00e1 produkt neodpov\u00eddaj\u00edc\u00ed parametry, n\u00e1zev pokulh\u00e1v\u00e1 a popis neodpov\u00edd\u00e1 na ot\u00e1zky z\u00e1kazn\u00edka. Na tr\u017ei\u0161ti jde o to, aby se algoritmus a kupuj\u00edc\u00ed shodovali z\u00e1rove\u0148.<\/span>\u00a0<\/span><\/p>\n

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Proto st\u00e1le \u010dast\u011bji nevyhr\u00e1vaj\u00ed \u201enejlep\u0161\u00ed\u201d produkty, ale nejl\u00e9pe p\u0159ipraven\u00e9 produkty: se spr\u00e1vn\u00fdm krmivem, spr\u00e1vn\u00fdmi atributy, logickou strukturou variant a rozumnou cenovou strategi\u00ed. A teprve na tom je postavena reklama.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Z\u00e1kazn\u00edk nakupuje rychleji, ale vy\u017eaduje v\u011bt\u0161\u00ed jistotu.<\/span><\/b>\u00a0<\/span><\/p>\n

Dnes m\u00e1 b\u00fdt n\u00e1kup rychl\u00fd, ale bez rizika. Je to paradox, kter\u00fd se siln\u011b projevuje v datech: z\u00e1kazn\u00edk chce kliknout na \u201ekoupit hned\u201d, ale o\u010dek\u00e1v\u00e1, \u017ee v\u0161e bude jasn\u00e9 a bezprobl\u00e9mov\u00e9. V roce 2026 je\u0161t\u011b v\u00edce vzroste v\u00fdznam toho, co je \u010dasto pova\u017eov\u00e1no za \u201edetaily\u201d: transparentn\u00ed dodac\u00ed podm\u00ednky, p\u0159edv\u00eddateln\u00e9 dodac\u00ed lh\u016fty, smyslupln\u00e9 vr\u00e1cen\u00ed zbo\u017e\u00ed a jasn\u00e1 komunikace.<\/span>\u00a0<\/span><\/p>\n

V praxi to znamen\u00e1, \u017ee nab\u00eddka mus\u00ed b\u00fdt srozumiteln\u00e1 na prvn\u00ed pohled. Pokud je popis chaotick\u00fd, parametry jsou ne\u00fapln\u00e9 a obr\u00e1zky nevysv\u011btluj\u00ed rozd\u00edly - z\u00e1kazn\u00edk se dvakr\u00e1t nerozm\u00fd\u0161l\u00ed. Jednodu\u0161e se vr\u00e1t\u00ed k nab\u00eddce a vybere si konkurenci.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Reklama u\u017e nen\u00ed kouzeln\u00e9 tla\u010d\u00edtko. St\u00e1v\u00e1 se drahou p\u00e1kou<\/span><\/b>\u00a0<\/span><\/p>\n

V roce 2026 bude elektronick\u00e1 reklama fungovat, ale za p\u0159edpokladu, \u017ee bude zalo\u017eena na \u017eivotaschopn\u00e9m z\u00e1kladu. Mnoho firem se st\u00e1le sna\u017e\u00ed \u201ezachr\u00e1nit\u201d slab\u00fd listing pomoc\u00ed rozpo\u010dtu. Probl\u00e9mem je, \u017ee cena za proklik roste a algoritmy trhu kladou st\u00e1le v\u011bt\u0161\u00ed d\u016fraz na kvalitu v\u00fdpis\u016f a historii prodeje. Pokud p\u00e1l\u00edte n\u00e1v\u0161t\u011bvnost na \u0161patn\u011b vytvo\u0159en\u00e9 kart\u011b produktu, nem\u00e1te probl\u00e9m s reklamou - m\u00e1te probl\u00e9m s listingem.<\/span>\u00a0<\/span><\/p>\n

V bTOP obvykle za\u010d\u00edn\u00e1me ot\u00e1zkou<\/span>: m\u00e1 tato nab\u00eddka \u0161anci se obh\u00e1jit, jakmile se dostane do reklamy? Pokud ne, reklama ztr\u00e1tu pouze urychl\u00ed.<\/span><\/b>\u00a0Proto bude v roce 2026 z\u00e1sadn\u00ed kombinovat dv\u011b v\u011bci: spr\u00e1vnou p\u0159\u00edpravu nab\u00eddek a v\u011bdom\u00e9 \u0159\u00edzen\u00ed n\u00e1klad\u016f (ROAS\/ACOS\/TACOS), nikoli \u201ehled\u00e1n\u00ed prodeje v kampani\u201d.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Automatizace ji\u017e nen\u00ed v\u00fdhodou. St\u00e1v\u00e1 se po\u017eadavkem<\/span><\/b>\u00a0<\/span><\/p>\n

Nejv\u011bt\u0161\u00ed chybou, kter\u00e9 se prodejci dopou\u0161t\u011bj\u00ed, je, \u017ee se pokou\u0161ej\u00ed zv\u00fd\u0161it rozsah ru\u010dn\u00ed pr\u00e1ce. P\u0159i n\u011bkolika stovk\u00e1ch nebo n\u011bkolika tis\u00edc\u00edch nab\u00eddek je nemo\u017en\u00e9 udr\u017eet kvalitu, v\u010dasnost a schopnost reagovat na trh bez automatizace. V roce 2026 to bude je\u0161t\u011b patrn\u011bj\u0161\u00ed, proto\u017ee se zv\u00fd\u0161\u00ed tempo zm\u011bn: ceny, dostupnost, dodac\u00ed podm\u00ednky, ceny inzerce, rotace produkt\u016f.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Jakou strategii by m\u011bli maloobchodn\u00edci p\u0159ijmout pro rok 2026?<\/span><\/b>\u00a0<\/span><\/p>\n

Nejzdrav\u011bj\u0161\u00ed model je ten, ve kter\u00e9m pravideln\u011b kontrolujete, co re\u00e1ln\u011b vyd\u011bl\u00e1v\u00e1 pen\u00edze a co jen \u201ed\u011bl\u00e1 obrat\u201d. Elektronick\u00fd obchod se bude st\u00e1le v\u00edce podobat spr\u00e1v\u011b portfolia: produkty, kter\u00e9 zvy\u0161uj\u00ed hospod\u00e1\u0159sk\u00fd v\u00fdsledek, produkty, kter\u00e9 vytv\u00e1\u0159ej\u00ed objem, a produkty, kter\u00e9 je t\u0159eba vypnout, proto\u017ee finan\u010dn\u011b ruinuj\u00ed cel\u00fd obchod.<\/span>\u00a0<\/span><\/p>\n

\"\"<\/p>\n

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D\u016fv\u011bra bude m\u011bnou, nikoli dopl\u0148kem k brandingu.<\/span><\/b>\u00a0<\/span><\/p>\n

V roce 2026 budou kupuj\u00edc\u00ed je\u0161t\u011b citliv\u011bj\u0161\u00ed na konzistenci a p\u0159edv\u00eddatelnost. D\u016fv\u011bra u\u017e nebude pramenit jen z recenz\u00ed, ale z cel\u00e9 zku\u0161enosti: od fotografi\u00ed a popisu p\u0159es komunikaci a\u017e po doru\u010den\u00ed a slu\u017eby po n\u00e1kupu. Prodejci \u010dasto \u0159\u00edkaj\u00ed \u201em\u00e1me dobr\u00fd produkt\u201d a my odpov\u00edd\u00e1me: skv\u011bl\u00e9 - a m\u00e1me dobr\u00fd produkt.\u00a0<\/span>Nyn\u00ed se sna\u017ete, aby se z\u00e1kazn\u00edk c\u00edtil stejn\u011b b\u011bhem 10 vte\u0159in.<\/span><\/b>\u00a0<\/span><\/p>\n

Pokud chcete p\u0159estat reagovat a za\u010d\u00edt m\u00edt kontrolu nad v\u00fdsledkem, je nyn\u00ed ten spr\u00e1vn\u00fd \u010das. V bTOP to d\u011bl\u00e1me bez marketingov\u00fdch fr\u00e1z\u00ed - na z\u00e1klad\u011b \u010d\u00edsel, struktury a konkr\u00e9tn\u00edch akc\u00ed.\u00a0<\/span>Proto\u017ee nakonec z\u00e1le\u017e\u00ed na jedin\u00e9 v\u011bci: aby prodeje rostly, ne jen na tom, aby \u201evypadaly hezky v panelu\u201d.<\/span><\/b>\u00a0<\/span><\/p>\n

 <\/p>\n

Autor blogu: Paulina Karda\u015b<\/em>
\nDatum vyd\u00e1n\u00ed: 07.01.2026r.<\/em><\/p><\/blockquote>","protected":false},"excerpt":{"rendered":"

Je\u0161t\u011b ned\u00e1vno mnoho firem vn\u00edmalo online prodej jako jednoduch\u00fd proces: zve\u0159ejn\u00edte nab\u00eddku, spust\u00edte reklamu a \u201en\u011bjak to p\u016fjde\u201d. Dnes je jasn\u011b vid\u011bt, \u017ee tato f\u00e1ze skon\u010dila. Trh dozr\u00e1v\u00e1, konkurence roste a tr\u017ei\u0161t\u011b se st\u00e1vaj\u00ed st\u00e1le n\u00e1ro\u010dn\u011bj\u0161\u00edm prost\u0159ed\u00edm. V roce 2026 zv\u00edt\u011bz\u00ed ne ti, kte\u0159\u00ed \u201eprod\u00e1vaj\u00ed v\u0161echno\u201d, ale ti, kte\u0159\u00ed maj\u00ed kontrolu nad procesem: nad daty, nab\u00eddkou, logistikou a ziskovost\u00ed.\u00a0 \u00a0 Tr\u017ei\u0161t\u011b p\u0159est\u00e1vaj\u00ed b\u00fdt pouh\u00fdm dopl\u0148kem. St\u00e1vaj\u00ed se opera\u010dn\u00edm syst\u00e9mem prodeje. V roce 2026 bude v mnoha odv\u011btv\u00edch tr\u017ei\u0161t\u011b hlavn\u00edm kan\u00e1lem pro z\u00edsk\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f P\u0159e\u010dt\u011bte si v\u00edce <\/a><\/span><\/p>","protected":false},"author":2,"featured_media":3587,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,76,42,44,66,62,45,64,63,47,83,65,82,72,77,46,69,73,71,70,88,87,81,78,80,79,67,84,74,89,75],"tags":[],"class_list":["post-3582","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aktualnosci","category-aliexpress","category-allegro","category-amazon","category-black-red-white","category-castorama","category-cdiscount","category-decathlon","category-ebay","category-emag","category-empikplace","category-homeyou","category-home24","category-inpost","category-joom","category-kaufland","category-leroy-merlin","category-manomano","category-mediaexpert","category-mediamarkt","category-obi-de","category-otto","category-pigu","category-shein","category-skroutz","category-super-pharm","category-temu","category-tiktok-shop","category-trendyol","category-vente-unique","category-xxxlutz"],"_links":{"self":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts\/3582","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/comments?post=3582"}],"version-history":[{"count":3,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts\/3582\/revisions"}],"predecessor-version":[{"id":3588,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts\/3582\/revisions\/3588"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/media\/3587"}],"wp:attachment":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/media?parent=3582"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/categories?post=3582"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/tags?post=3582"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}