{"id":3818,"date":"2026-04-03T10:35:00","date_gmt":"2026-04-03T08:35:00","guid":{"rendered":"https:\/\/btop.pl\/?p=3818"},"modified":"2026-05-27T15:13:25","modified_gmt":"2026-05-27T13:13:25","slug":"proto-roste-rychleji-nez-allegro-jaky-je-v-tom-rozdil-pro-polske-prodejce","status":"publish","type":"post","link":"https:\/\/btop.pl\/cs\/proto-roste-rychleji-nez-allegro-jaky-je-v-tom-rozdil-pro-polske-prodejce\/","title":{"rendered":"Temu roste rychleji ne\u017e Allegro. Co se t\u00edm m\u011bn\u00ed pro polsk\u00e9 prodejce?\u00a0"},"content":{"rendered":"

Doned\u00e1vna bylo ot\u00e1zkou, zda m\u016f\u017ee Temu re\u00e1ln\u011b ohrozit Allegro v Polsku. Dnes u\u017e to nen\u00ed jen teoretick\u00fd sc\u00e9n\u00e1\u0159. Podle \u00fadaj\u016f spole\u010dnosti Mediapanel za leden 2026 m\u011blo Temu v Polsku 20,34 milionu re\u00e1ln\u00fdch u\u017eivatel\u016f a Allegro 18,9 milionu, co\u017e potvrzuje, \u017ee \u010d\u00ednsk\u00fd trh ji\u017e m\u016f\u017ee vyhr\u00e1t bitvu o dosah. Je tak\u00e9 z\u0159ejm\u00e9, \u017ee se nejedn\u00e1 o jednor\u00e1zov\u00fd kousek, ale o sou\u010d\u00e1st v\u011bt\u0161\u00edho posunu na trhu.\u00a0<\/span>\u00a0<\/span><\/p>\n

To v\u0161ak automaticky neznamen\u00e1, \u017ee Temu \u201evyhr\u00e1l polsk\u00fd elektronick\u00fd obchod\u201d. A pr\u00e1v\u011b zde za\u010d\u00edn\u00e1 nejd\u016fle\u017eit\u011bj\u0161\u00ed \u010d\u00e1st pro prodejce. Proto\u017ee na tr\u017ei\u0161t\u00edch se samotn\u00e1 n\u00e1v\u0161t\u011bvnost je\u0161t\u011b nerovn\u00e1 kvalit\u011b prodeje, mar\u017ei nebo stabilit\u011b podnik\u00e1n\u00ed. Allegro z\u016fst\u00e1v\u00e1 velmi siln\u00e9 tam, kde je to pro mnoho podnik\u016f nejd\u016fle\u017eit\u011bj\u0161\u00ed: v \u010detnosti n\u00e1kup\u016f, d\u016fv\u011b\u0159e v platformu, m\u00edstn\u00ed logistice a ochot\u011b z\u00e1kazn\u00edk\u016f rychle uzav\u00edrat obchody. Agentura Reuters v roce 2025 uvedla, \u017ee Allegro m\u00e1 38,8 % pod\u00edl na polsk\u00e9m elektronick\u00e9m obchodov\u00e1n\u00ed, zat\u00edmco Temu pat\u0159\u00ed mnohem men\u0161\u00ed pod\u00edl na trhu, a to i p\u0159es velmi velk\u00fd objem n\u00e1v\u0161t\u011bvnosti.\u00a0<\/span>\u00a0<\/span><\/p>\n

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Pro polsk\u00e9 maloobchodn\u00edky z tohoto st\u0159etu vypl\u00fdvaj\u00ed t\u0159i d\u016fle\u017eit\u00e1 ponau\u010den\u00ed.<\/span><\/b>\u00a0<\/span><\/p>\n

Prvn\u00ed<\/strong>, kon\u010d\u00ed etapa, kdy se trh mohl posuzovat pouze podle po\u010dtu u\u017eivatel\u016f. Temu se da\u0159\u00ed skv\u011ble z\u00edsk\u00e1vat pozornost, ale Allegro se br\u00e1n\u00ed sp\u00ed\u0161e modelem \u201enakupov\u00e1n\u00ed\u201d ne\u017e jen \u201ezobrazen\u00ed str\u00e1nek\u201d. Sama spole\u010dnost uv\u00e1d\u00ed, \u017ee m\u00e1 v Polsku v\u00edce ne\u017e 15,1 milionu aktivn\u00edch nakupuj\u00edc\u00edch, jejich\u017e pr\u016fm\u011brn\u00e1 ro\u010dn\u00ed \u00fatrata p\u0159esahuje 4 000 PLN. Krom\u011b toho Allegro rozv\u00edj\u00ed slu\u017eby Smart!, Pay a vlastn\u00ed logistiku, co\u017e posiluje v\u011brnost a \u010detnost n\u00e1kup\u016f.\u00a0<\/span>\u00a0<\/span><\/p>\n

Za druh\u00e9<\/strong>, tlak na ceny se zv\u00fd\u0161\u00ed. I kdy\u017e Temu nesebere Allegro cel\u00fd trh 1:1, m\u011bn\u00ed o\u010dek\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f. Spot\u0159ebitel st\u00e1le \u010dast\u011bji porovn\u00e1v\u00e1 nejen samotn\u00fd v\u00fdrobek, ale tak\u00e9 \u201epocit z p\u0159\u00edle\u017eitosti\u201d: cenu, slevu, set, dod\u00e1n\u00ed zdarma, rychlost rozhodnut\u00ed o n\u00e1kupu. To znamen\u00e1, \u017ee prodejci p\u016fsob\u00edc\u00ed na Allegro a ve vlastn\u00edch obchodech budou muset je\u0161t\u011b p\u0159\u00edsn\u011bji sledovat svou cenovou politiku, podobu akc\u00ed a kvalitu nab\u00eddky. N\u00edzk\u00e1 cena sama o sob\u011b sta\u010dit nebude, ale nedostatek konkurenceschopnosti se projev\u00ed st\u00e1le rychleji. Spole\u010dnost Allegro ji\u017e v pozad\u00ed otev\u0159en\u011b buduje strategii, jak se odli\u0161it od asijsk\u00fdch hr\u00e1\u010d\u016f prost\u0159ednictv\u00edm lokalizace, rychlej\u0161\u00edho doru\u010dov\u00e1n\u00ed a odfiltrov\u00e1n\u00ed nab\u00eddek s dlouh\u00fdmi dodac\u00edmi lh\u016ftami.\u00a0<\/span>\u00a0<\/span><\/p>\n

T\u0159et\u00ed<\/strong>, roste v\u00fdznam \u201elok\u00e1ln\u00ed v\u00fdhody\u201d, nikoliv jen rozsah katalogu. Spole\u010dnost Allegro v\u00fdslovn\u011b sd\u011bluje, \u017ee chce nad Temu a podobn\u00fdmi platformami zv\u00edt\u011bzit kvalitou sv\u00e9 m\u00edstn\u00ed nab\u00eddky, logistiky a n\u00e1kupn\u00edho z\u00e1\u017eitku. Spole\u010dnost z \u010d\u00e1sti trh\u016f odstranila nab\u00eddky s dlouh\u00fdmi dodac\u00edmi lh\u016ftami, p\u0159edev\u0161\u00edm z Asie, a soub\u011b\u017en\u011b investovala do vlastn\u00edho doru\u010dov\u00e1n\u00ed, bal\u00edkomat\u016f a \u0159e\u0161en\u00ed zalo\u017een\u00fdch na um\u011bl\u00e9 inteligenci. To je d\u016fle\u017eit\u00fd sign\u00e1l pro prodejce: v roce 2026 ji\u017e nebude v\u00fdhodou pouh\u00e9 \u201em\u00edt online nab\u00eddku\u201d, ale m\u00edt nab\u00eddku dob\u0159e zakotvenou v m\u00edstn\u00edm n\u00e1kupn\u00edm modelu - s kr\u00e1tk\u00fdm doru\u010den\u00edm, p\u0159edv\u00eddateln\u00fdm servisem a smyslupln\u00fdm obsahem.\u00a0<\/span>\u00a0<\/span><\/p>\n

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Z provozn\u00edho hlediska to tedy vypad\u00e1 n\u00e1sledovn\u011b: Temu dnes v\u00edt\u011bz\u00ed v boji o pozornost, ale Allegro m\u00e1 st\u00e1le velmi silnou pozici tam, kde za\u010d\u00edn\u00e1 skute\u010dn\u00e1 monetizace provozu. Pro prodejce to nen\u00ed sign\u00e1l k panice, ale k lep\u0161\u00edmu pochopen\u00ed toho, jak se z\u00e1kazn\u00edk zm\u011bnil. Z\u00e1kazn\u00edk se stal citliv\u011bj\u0161\u00edm na cenu, ale nep\u0159estal oce\u0148ovat rychl\u00e9 dod\u00e1n\u00ed, pohodl\u00ed, bezpe\u010dnost a jednoduchost n\u00e1kupu. Proto zna\u010dky, kter\u00e9 si cht\u011bj\u00ed udr\u017eet prodeje, mus\u00ed sou\u010dasn\u011b udr\u017eet konkurenceschopn\u00e9 ceny a pos\u00edlit v\u0161e, co Temu nelze tak snadno okop\u00edrovat: m\u00edstn\u00ed dostupnost, kvalitu slu\u017eeb, lep\u0161\u00ed obsah a efektivn\u00ed logistiku.\u00a0<\/span>\u00a0<\/span><\/p>\n

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Nejv\u011bt\u0161\u00ed chyba? <\/strong><\/p>\n

Uva\u017eovat o tom, \u017ee kdy\u017e m\u00e1 Temu v\u011bt\u0161\u00ed sortiment, bude nyn\u00ed cel\u00fd trh hr\u00e1t pouze s cenou. Pravd\u011bpodobn\u011bj\u0161\u00ed sc\u00e9n\u00e1\u0159 je jin\u00fd: trh se rozd\u011bl\u00ed na dva modely. Jeden bude velmi agresivn\u011b cenov\u011b orientovan\u00fd a zalo\u017een\u00fd na impulzivn\u00edch n\u00e1kupech. Druh\u00fd bude postaven na d\u016fv\u011b\u0159e, rychlosti, pohodl\u00ed a p\u0159edv\u00eddatelnosti. A pr\u00e1v\u011b v tomto druh\u00e9m modelu m\u00e1 Allegro st\u00e1le velmi silnou pozici a pol\u0161t\u00ed prodejci maj\u00ed st\u00e1le prostor k r\u016fstu - za p\u0159edpokladu, \u017ee nebudou konkurovat Temu p\u0159esn\u011b podle jeho podm\u00ednek. To je dnes nejd\u016fle\u017eit\u011bj\u0161\u00ed pou\u010den\u00ed z t\u00e9to zm\u011bny.\u00a0<\/span>\u00a0<\/span><\/p>\n

V praxi tedy ot\u00e1zka nezn\u00ed \u201eobsad\u00ed Temu trh Allegro?\u201d, ale sp\u00ed\u0161e: \u201eJak prod\u00e1vat ve sv\u011bt\u011b, kde z\u00e1kazn\u00edk vid\u00ed v\u00edce, porovn\u00e1v\u00e1 rychleji a mnohem \u010dast\u011bji o\u010dek\u00e1v\u00e1 okam\u017eit\u00fd u\u017eitek?\u201d. Pro mnoho spole\u010dnost\u00ed bude odpov\u011b\u010f jednoduch\u00e1: m\u00e9n\u011b n\u00e1hodn\u00fdch nab\u00eddek, propracovan\u011bj\u0161\u00ed nab\u00eddky, lep\u0161\u00ed kontrola mar\u017e\u00ed, efektivn\u011bj\u0161\u00ed logistika a siln\u011bj\u0161\u00ed n\u00e1kupn\u00ed argumenty ne\u017e jen cena. A pr\u00e1v\u011b proto je vzestup Temu d\u016fle\u017eit\u00fdm sign\u00e1lem nejen pro Allegro, ale pro cel\u00fd polsk\u00fd elektronick\u00fd obchod.\u00a0<\/span>\u00a0<\/span><\/p>\n

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Nem\u00e1te Temu? \u017d\u00e1dn\u00fd probl\u00e9m. Nab\u00edz\u00edme komplexn\u00ed podporu: od registrace p\u0159es p\u0159\u00edpravu nab\u00eddky a\u017e po prvn\u00ed prodejn\u00ed kroky. D\u00edky na\u0161im zku\u0161enostem to zvl\u00e1dnete rychleji, efektivn\u011bji a bez zbyte\u010dn\u00fdch komplikac\u00ed.<\/span>\u00a0<\/span><\/p>\n

Ov\u011b\u0159en\u00ed \u010dasto trv\u00e1 2-3 dny, pokud k registraci pou\u017eijete partnersk\u00fd odkaz n\u00ed\u017ee, m\u016f\u017ee se tato doba zkr\u00e1tit.<\/p>\n

\ud83d\udc49 Klikn\u011bte zde pro registraci \u00fa\u010dtu u TEMU<\/a>\u00a0<\/strong><\/p>\n

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Autor blogu: Krzysztof Krys<\/em>
\nDatum vyd\u00e1n\u00ed: 03.04.2026r.<\/em><\/p><\/blockquote>","protected":false},"excerpt":{"rendered":"

Je\u0161t\u011b ned\u00e1vno se diskutovalo o tom, zda m\u016f\u017ee Temu v Polsku skute\u010dn\u011b ohrozit Allegro. Dnes u\u017e to nen\u00ed jen teoretick\u00fd sc\u00e9n\u00e1\u0159. Podle \u00fadaj\u016f Mediapanelu za leden 2026 m\u011blo Temu v Polsku 20,34 milionu aktivn\u00edch u\u017eivatel\u016f a Allegro 18,9 milionu, co\u017e potvrzuje, \u017ee \u010d\u00ednsk\u00fd marketplace ji\u017e dok\u00e1\u017ee vyhr\u00e1vat souboj o dosah. Je tak\u00e9 patrn\u00e9, \u017ee nejde o jednor\u00e1zov\u00fd v\u00fdkyv, ale o sou\u010d\u00e1st \u0161ir\u0161\u00ed zm\u011bny na trhu. To v\u0161ak automaticky neznamen\u00e1, \u017ee Temu \u201ezv\u00edt\u011bzilo v polsk\u00e9m e-commerce\u201d. A pr\u00e1v\u011b zde za\u010d\u00edn\u00e1 nejd\u016fle\u017eit\u011bj\u0161\u00ed \u010d\u00e1st pro P\u0159e\u010dt\u011bte si v\u00edce <\/a><\/span><\/p>","protected":false},"author":2,"featured_media":3829,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,42,67],"tags":[],"class_list":["post-3818","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aktualnosci","category-allegro","category-temu"],"_links":{"self":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts\/3818","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=3818"}],"version-history":[{"count":5,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts\/3818\/revisions"}],"predecessor-version":[{"id":3944,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts\/3818\/revisions\/3944"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/media\/3829"}],"wp:attachment":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/media?parent=3818"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/categories?post=3818"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/tags?post=3818"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}