{"id":5023,"date":"2026-07-30T08:07:43","date_gmt":"2026-07-30T06:07:43","guid":{"rendered":"https:\/\/btop.pl\/?p=5023"},"modified":"2026-09-04T12:04:58","modified_gmt":"2026-09-04T10:04:58","slug":"q4-zacina-v-lete-ako-pripravit-predaj-na-trhovisku","status":"publish","type":"post","link":"https:\/\/btop.pl\/sk\/q4-zacina-v-lete-ako-pripravit-predaj-na-trhovisku\/","title":{"rendered":"4. \u0161tvr\u0165rok za\u010d\u00edna v lete. Ako pripravi\u0165 predaj na trhovisku?"},"content":{"rendered":"

Pre mnoh\u00fdch predajcov sa \u0161tvrt\u00fd \u0161tvr\u0165rok za\u010d\u00edna a\u017e v novembri<\/strong>, ke\u010f za\u010d\u00ednaj\u00fa ve\u013ek\u00e9 akcie a z\u00e1kazn\u00edci sa p\u00fa\u0161\u0165aj\u00fa do h\u013eadania dar\u010dekov. V praxi ide u\u017e o obdobie intenz\u00edvneho predaja, a nie o \u010das na pokojn\u00fa pr\u00edpravu pon\u00fak, testovanie rekl\u00e1m \u010di pl\u00e1novanie z\u00e1sob.<\/span>\u00a0<\/span><\/p>\n

Pripravuje sa najd\u00f4le\u017eitej\u0161ie obdobie v oblasti e-commerce ove\u013ea sk\u00f4r<\/strong>. J\u00fal a august<\/strong> mali sl\u00fa\u017ei\u0165 na anal\u00fdzu v\u00fdsledkov, v\u00fdber k\u013e\u00fa\u010dov\u00fdch produktov a usporiadanie katal\u00f3gu. V septembri sa oplat\u00ed za\u010da\u0165 s testovan\u00edm<\/strong> pon\u00fak a kampan\u00ed, zatia\u013e \u010do okt\u00f3ber venova\u0165 posledn\u00fdm \u00faprav\u00e1m<\/strong>, zabezpe\u010denie skladu a zv\u00fd\u0161enie vidite\u013enosti sortimentu.<\/span>\u00a0<\/span><\/p>\n

Predajcovia, ktor\u00ed za\u010d\u00ednaj\u00fa podnika\u0165 a\u017e pred \u010ciernym piatkom<\/strong>, z\u00e1rove\u0148 v\u0161ak musia \u010deli\u0165 rast\u00facim n\u00e1kladom na reklamu, v\u00e4\u010d\u0161ej konkurencii, nedostatkom tovaru na sklade a pre\u0165a\u017eenej logistike. Preto v\u00fdsledok na konci roka ve\u013emi \u010dasto z\u00e1vis\u00ed od rozhodnut\u00ed, ktor\u00e9 sa prij\u00edmaj\u00fa u\u017e po\u010das letn\u00fdch pr\u00e1zdnin.<\/span>\u00a0<\/span><\/p>\n

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Koniec roka zah\u0155\u0148a nieko\u013eko r\u00f4znych sez\u00f3n<\/span><\/b>\u00a0<\/span><\/p>\n

\u0160tvrt\u00fd \u0161tvr\u0165rok nie je to jedna dlh\u00e1 viano\u010dn\u00e1 sez\u00f3na<\/strong>. Najsk\u00f4r sa prejav\u00ed jesenn\u00fd n\u00e1rast z\u00e1ujmu o v\u00fdrobky pre dom\u00e1cnos\u0165, interi\u00e9rov\u00e9 doplnky, organiz\u00e9ry, text\u00edlie a v\u00fdrobky, ktor\u00e9 pom\u00e1haj\u00fa pripravi\u0165 byt na chladnej\u0161ie mesiace.<\/span>\u00a0<\/span><\/p>\n

\u010eal\u0161ou vlnou s\u00fa Black Week, Black Friday a Cyber Monday<\/strong>. Z\u00e1kazn\u00edci vtedy d\u00f4kladnej\u0161ie porovn\u00e1vaj\u00fa ceny a \u010das\u0165 n\u00e1kupn\u00fdch rozhodnut\u00ed odkladaj\u00fa a\u017e do za\u010diatku akcie. Predajca by mal ma\u0165 u\u017e vybran\u00e9 produkty, stanoven\u00e9 minim\u00e1lne ceny a pripraven\u00e9 primeran\u00e9 z\u00e1soby. Z\u013eava stanoven\u00e1 na posledn\u00fa chv\u00ed\u013eu m\u00f4\u017ee zv\u00fd\u0161i\u0165 obrat, ale z\u00e1rove\u0148 zn\u00ed\u017ei\u0165 v\u00e4\u010d\u0161inu mar\u017ee.<\/span>\u00a0<\/span><\/p>\n

Po novembrov\u00fdch akci\u00e1ch za\u010d\u00edna spr\u00e1vna sez\u00f3na na dar\u010deky<\/strong>. Z\u00e1kazn\u00edci \u010doraz \u010dastej\u0161ie neh\u013eadaj\u00fa konkr\u00e9tny model, ale n\u00e1pad na dar\u010dek pre die\u0165a, rodi\u010dov, partnera, milovn\u00edka varenia alebo kutilstva. Produkt sa preto mus\u00ed prezentova\u0165 nielen prostredn\u00edctvom svojich parametrov, ale aj prostredn\u00edctvom jeho vyu\u017eitia a osoby, pre ktor\u00fa by mohol by\u0165 vhodn\u00fd.<\/span>\u00a0<\/span><\/p>\n

Tesne pred sviatkami sa najd\u00f4le\u017eitej\u0161\u00edmi st\u00e1vaj\u00fa dostupnos\u0165, r\u00fdchle odoslanie a spo\u013eahliv\u00fd term\u00edn dodania<\/strong>. Aj atrakt\u00edvna ponuka m\u00f4\u017ee vies\u0165 k strate predaja, ak z\u00e1kazn\u00edk nebude ma\u0165 istotu, \u017ee bal\u00edk doraz\u00ed na\u010das.<\/span>\u00a0<\/span><\/p>\n

\"\"<\/b><\/p>\n

Nie cel\u00fd sortiment m\u00e1 rovnak\u00fd potenci\u00e1l<\/span><\/b>\u00a0<\/span><\/p>\n

Jednou z naj\u010dastej\u0161\u00edch ch\u00fdb je snaha o propag\u00e1ciu cel\u00e9ho katal\u00f3gu v 4. \u0161tvr\u0165roku<\/strong>. Nie ka\u017ed\u00fd produkt m\u00e1 primeran\u00fa mar\u017eu, potenci\u00e1l sta\u0165 sa dar\u010dekom a z\u00e1soby, ktor\u00e9 by umo\u017enili bezpe\u010dne zv\u00fd\u0161i\u0165 predaj. Rozpt\u00fdlenie rozpo\u010dtu na stovky n\u00e1hodn\u00fdch pon\u00fak br\u00e1ni dosiahnutiu dobr\u00e9ho v\u00fdsledku<\/strong>.<\/span>\u00a0<\/span><\/p>\n

Pr\u00edpravy je vhodn\u00e9 za\u010da\u0165 anal\u00fdzou predch\u00e1dzaj\u00facich predajov. Treba zisti\u0165, ktor\u00e9 produkty generovali najvy\u0161\u0161\u00ed obrat, ale aj ktor\u00e9 skuto\u010dne prin\u00e1\u0161ali zisk<\/strong>. D\u00f4le\u017eit\u00e9 s\u00fa tie\u017e vr\u00e1tenia tovaru, sez\u00f3nnos\u0165, priemern\u00e1 hodnota n\u00e1kupn\u00e9ho ko\u0161\u00edka a mo\u017enos\u0165 r\u00fdchleho doplnenia z\u00e1sob.<\/span>\u00a0<\/span><\/p>\n

Na z\u00e1klade toho je mo\u017en\u00e9 vybra\u0165 najd\u00f4le\u017eitej\u0161iu skupinu sortimentu na koniec roka. Mali by v nej figurova\u0165 osved\u010den\u00e9 bestsellery, produkty s potenci\u00e1lom sta\u0165 sa dar\u010dekom, ponuky vhodn\u00e9 na propag\u00e1ciu a sady, ktor\u00e9 umo\u017e\u0148uj\u00fa zv\u00fd\u0161i\u0165 hodnotu objedn\u00e1vky.<\/span>\u00a0<\/span><\/p>\n

To neznamen\u00e1, \u017ee by sme sa mali vzda\u0165 ostatn\u00fdch produktov. Ide o stanovenie prior\u00edt a venovanie v\u00e4\u010d\u0161ej \u010dasti \u010dasu, rozpo\u010dtu a z\u00e1sob ponuk\u00e1m, ktor\u00e9 maj\u00fa \u0161ancu zabezpe\u010di\u0165 nielen vy\u0161\u0161\u00ed obrat, ale aj primeran\u00fd zisk<\/strong>.<\/span>\u00a0<\/span><\/p>\n

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Ponuka mus\u00ed by\u0165 pripraven\u00e1 e\u0161te pred n\u00e1rastom n\u00e1v\u0161tevnosti<\/span><\/b>\u00a0<\/span><\/p>\n

Zv\u00fd\u0161enie rozpo\u010dtu na reklamu nepom\u00f4\u017ee, ak je str\u00e1nka produktu ne\u00fapln\u00e1<\/strong> alebo neodpoved\u00e1 na najd\u00f4le\u017eitej\u0161ie ot\u00e1zky z\u00e1kazn\u00edka. Kampa\u0148 pril\u00e1ka pou\u017e\u00edvate\u013eov, ale nejasn\u00fd n\u00e1zov, nekvalitn\u00e1 miniat\u00fara<\/strong>, ch\u00fdbaj\u00fa parametre<\/strong> alebo be\u017en\u00fd popis<\/strong> obmedzia po\u010det objedn\u00e1vok.<\/span>\u00a0<\/span><\/p>\n

Pred za\u010diatkom sez\u00f3ny sa oplat\u00ed v prvom rade vylep\u0161i\u0165 ponuky vybran\u00fdch produktov. N\u00e1zov by mal jasne informova\u0165 o tom, \u010do je dan\u00fd produkt a ak\u00e9 s\u00fa jeho najd\u00f4le\u017eitej\u0161ie vlastnosti. Parametre musia zodpoveda\u0165 kateg\u00f3rii a sp\u00f4sobu filtrovania pon\u00fak, a fotografie by mali zn\u00e1zor\u0148ova\u0165 rozmery, pou\u017eitie a najd\u00f4le\u017eitej\u0161ie v\u00fdhody produktu.<\/span>\u00a0<\/span><\/p>\n

V pr\u00edpade dar\u010dekov\u00e9ho sortimentu sa osved\u010duj\u00fa najm\u00e4 aran\u017eovan\u00e9 fotografie a komunik\u00e1cia<\/strong> ktor\u00e1 ukazuje, pre koho m\u00f4\u017ee by\u0165 dan\u00fd produkt vhodn\u00fd. Nie v\u017edy je potrebn\u00e9 prebudova\u0165 cel\u00fa ponuku. Niekedy sta\u010d\u00ed \u010fal\u0161ia fotografia, vylep\u0161en\u00fd popis a jasnej\u0161ie zn\u00e1zornenie pou\u017eitia<\/strong>.<\/span>\u00a0<\/span><\/p>\n

Tak\u00e9to zmeny je najlep\u0161ie zav\u00e1dza\u0165 v septembri<\/strong> alebo za\u010diatkom okt\u00f3bra<\/strong>. Vtedy zost\u00e1va \u010das na overenie reakci\u00ed z\u00e1kazn\u00edkov a na zmenu fotografie, n\u00e1zvu, ceny alebo textu. V novembri sa ka\u017ed\u00e1 v\u00e4\u010d\u0161ia \u00faprava uskuto\u010d\u0148uje u\u017e po\u010das najd\u00f4le\u017eitej\u0161ieho predajn\u00e9ho obdobia.<\/span>\u00a0<\/span><\/p>\n

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Propag\u00e1cia mus\u00ed aj na\u010falej zosta\u0165 rentabiln\u00e1<\/span><\/b>\u00a0<\/span><\/p>\n

\u010cierny piatok<\/strong> m\u00f4\u017ee vygenerova\u0165 ve\u013emi ve\u013ek\u00fd po\u010det objedn\u00e1vok, ale vysok\u00fd obrat nemus\u00ed v\u017edy znamena\u0165 dobr\u00fd finan\u010dn\u00fd v\u00fdsledok. Ak k prov\u00edzii trhoviska, n\u00e1kladom na reklamu a dopravu pripo\u010d\u00edtame pr\u00edli\u0161 ve\u013ek\u00fa z\u013eavu, aj dobre sa pred\u00e1vaj\u00faci produkt m\u00f4\u017ee presta\u0165 prin\u00e1\u0161a\u0165 zisk.<\/span>\u00a0<\/span><\/p>\n

Preto by sa ak\u010dn\u00e9 ceny mali stanovi\u0165 e\u0161te pred sez\u00f3nou. Pre ka\u017ed\u00fd k\u013e\u00fa\u010dov\u00fd produkt je vhodn\u00e9 ur\u010di\u0165 minim\u00e1lnu cenu<\/strong>, pod ktorou sa predaj u\u017e neoplat\u00ed. A\u017e vtedy je mo\u017en\u00e9 rozhodn\u00fa\u0165, ktor\u00e9 ponuky s\u00fa vhodn\u00e9 na v\u00e4\u010d\u0161ie zn\u00ed\u017eenie ceny a ktor\u00e9 je lep\u0161ie ponecha\u0165 za \u0161tandardn\u00fa cenu.<\/span>\u00a0<\/span><\/p>\n

V niektor\u00fdch pr\u00edpadoch je lep\u0161\u00edm rie\u0161en\u00edm ako \u010fal\u0161ia z\u013eava zostavenie produktov\u00e9ho bal\u00ed\u010dka. Z\u00e1kazn\u00edk dostane atrakt\u00edvnej\u0161iu ponuku a predajca zv\u00fd\u0161i hodnotu n\u00e1kupn\u00e9ho ko\u0161\u00edka a lep\u0161ie rozlo\u017e\u00ed n\u00e1klady na vybavenie objedn\u00e1vky.<\/span>\u00a0<\/span><\/p>\n

Podobne pr\u00edstup je potrebn\u00e9 zauja\u0165 aj k reklam\u00e1m. Testy vykonan\u00e9 v septembri a okt\u00f3bri umo\u017e\u0148uj\u00fa overi\u0165, ktor\u00e9 produkty maj\u00fa dobr\u00fa konverziu a s\u00fa ziskov\u00e9<\/strong>. V\u010faka tomu je mo\u017en\u00e9 v obdob\u00ed najv\u00e4\u010d\u0161ej konkurencie rozpo\u010det zvy\u0161ova\u0165 na z\u00e1klade skuto\u010dn\u00fdch v\u00fdsledkov, a nie na z\u00e1klade predpokladov.<\/span>\u00a0<\/span><\/p>\n

\"\"<\/b><\/p>\n

Sklad a logistika s\u00fa s\u00fa\u010das\u0165ou predaja<\/span><\/b>\u00a0<\/span><\/p>\n

Ch\u00fdbaj\u00faci k\u013e\u00fa\u010dov\u00fd produkt v polovici novembra m\u00f4\u017ee zmar\u00ed nieko\u013eko mesiacov pr\u00edprav<\/strong>. Ponuka str\u00e1ca kontinuitu predaja, reklama sa pozastav\u00ed a z\u00e1kazn\u00edk si vyber\u00e1 konkurenciu<\/strong>. Na druhej strane, pr\u00edli\u0161 ve\u013ek\u00e9 z\u00e1soby via\u017eu finan\u010dn\u00e9 prostriedky a m\u00f4\u017eu sp\u00f4sobi\u0165, \u017ee firma zostane v janu\u00e1ri so sortimentom, po ktorom dopyt r\u00fdchlo klesol.<\/span>\u00a0<\/span><\/p>\n

Pri pl\u00e1novan\u00ed z\u00e1sob by sa mali zoh\u013eadni\u0165 predch\u00e1dzaj\u00face v\u00fdsledky, aktu\u00e1lne tempo predaja, pl\u00e1novan\u00e9 propaga\u010dn\u00e9 akcie a \u010das potrebn\u00fd na dodanie \u010fal\u0161ej z\u00e1sielky. Osobitn\u00fa pozornos\u0165 si vy\u017eaduj\u00fa produkty dov\u00e1\u017ean\u00e9 zo zahrani\u010dia a varianty, ktor\u00e9 nie je mo\u017en\u00e9 r\u00fdchlo doplni\u0165.<\/span>\u00a0<\/span><\/p>\n

Rovnako d\u00f4le\u017eit\u00e1 je v\u00fdkonnos\u0165 skladu<\/strong>. V decembri si z\u00e1kazn\u00edk nekupuje len produkt, ale aj istotu, \u017ee ho dostane e\u0161te pred sviatkami. Pred sez\u00f3nou je preto potrebn\u00e9 skontrolova\u0165 proces balenia, dostupnos\u0165 materi\u00e1lov, denn\u00fd po\u010det objedn\u00e1vok, ktor\u00e9 je mo\u017en\u00e9 vybavi\u0165, a sp\u00f4sob riadenia z\u00e1sob na viacer\u00fdch trhovisk\u00e1ch.<\/span>\u00a0<\/span><\/p>\n

Oneskorenia a logistick\u00e9 chyby<\/strong> m\u00f4\u017eu vies\u0165 k hor\u0161\u00edm hodnoteniam a zhor\u0161eniu kvality \u00fa\u010dtu pr\u00e1ve v \u010dase, ke\u010f je predaj najvy\u0161\u0161\u00ed. Preto by pl\u00e1novan\u00fd n\u00e1rast objedn\u00e1vok mal v\u017edy zodpoveda\u0165 re\u00e1lnym mo\u017enostiam firmy.<\/span>\u00a0<\/span><\/p>\n

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V\u00fdsledok za 4. \u0161tvr\u0165rok je zn\u00e1my sk\u00f4r<\/span><\/b>\u00a0<\/span><\/p>\n

J\u00fal a august<\/strong> Je \u010das na v\u00fdber produktov, anal\u00fdzu mar\u017ee, rokovania s dod\u00e1vate\u013emi a pr\u00edpravu materi\u00e1lov. V septembri by sa mali za\u010da\u0165 prv\u00e9 testy pon\u00fak a rekl\u00e1m. V v okt\u00f3bri<\/strong> Najd\u00f4le\u017eitej\u0161\u00ed sortiment mus\u00ed by\u0165 u\u017e pripraven\u00fd, naskladnen\u00fd a dostato\u010dne vidite\u013en\u00fd.<\/span>\u00a0<\/span><\/p>\n

November a december<\/strong> sl\u00fa\u017eia predov\u0161etk\u00fdm na priebe\u017en\u00fa optimaliz\u00e1ciu: kontrolu z\u00e1sob, rekl\u00e1m, cien konkurencie a dodac\u00edch term\u00ednov. U\u017e nie je \u010das na vytv\u00e1ranie strat\u00e9gie od za\u010diatku, ale na efekt\u00edvnu realiz\u00e1ciu vopred pripraven\u00e9ho pl\u00e1nu.<\/span>\u00a0<\/span><\/p>\n

\u0160tvrt\u00fd \u0161tvr\u0165rok sa skuto\u010dne za\u010d\u00edna v lete<\/strong>. Pr\u00e1ve rozhodnutia prijat\u00e9 nieko\u013eko mesiacov predt\u00fdm ur\u010duj\u00fa, \u010di koniec roka prinesie len vy\u0161\u0161\u00ed obrat, alebo aj re\u00e1lny n\u00e1rast zisku.<\/span>\u00a0<\/span><\/p>\n

V bTOP pom\u00e1hame predajcom pripravi\u0165 predaj na trhovisk\u00e1ch pred najd\u00f4le\u017eitej\u0161\u00edmi obdobiami roka. Analyzujeme sortiment, vylep\u0161ujeme ponuky, pl\u00e1nujeme reklamn\u00e9 kampane a podporujeme rozvoj predaja na po\u013esk\u00fdch aj zahrani\u010dn\u00fdch platform\u00e1ch. Ak si chcete svoj \u00fa\u010det riadne pripravi\u0165 na \u0161tvrt\u00fd kvart\u00e1l, stoj\u00ed za to za\u010da\u0165 s pr\u00edpravami u\u017e teraz<\/strong>.<\/span>\u00a0<\/span><\/p>\n

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

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Autor blogu: \u0160pecialista v oblasti...\u00a0elektronick\u00fd obchod \u2013 <\/span>Kacper Pawlak<\/em>
\nD\u00e1tum uverejnenia: 30. 7. 2026.<\/em><\/p><\/blockquote>","protected":false},"excerpt":{"rendered":"

Pre mnoh\u00fdch predajcov sa \u0161tvrt\u00fd \u0161tvr\u0165rok za\u010d\u00edna a\u017e v novembri, ke\u010f sa rozbiehaj\u00fa ve\u013ek\u00e9 akcie a z\u00e1kazn\u00edci za\u010d\u00ednaj\u00fa h\u013eada\u0165 dar\u010deky. V praxi ide u\u017e o obdobie intenz\u00edvneho predaja, a nie o \u010das na pokojn\u00fa pr\u00edpravu pon\u00fak, testovanie rekl\u00e1m \u010di pl\u00e1novanie z\u00e1sob.\u00a0 Na najd\u00f4le\u017eitej\u0161ie obdobie v e-commerce sa treba pripravi\u0165 ove\u013ea sk\u00f4r. J\u00fal a august by mali sl\u00fa\u017ei\u0165 na anal\u00fdzu v\u00fdsledkov, v\u00fdber k\u013e\u00fa\u010dov\u00fdch produktov a usporiadanie katal\u00f3gu. V septembri sa oplat\u00ed za\u010da\u0165 testova\u0165 ponuky a kampane, zatia\u013e \u010do okt\u00f3ber by mal by\u0165 venovan\u00fd posledn\u00fdm \u00faprav\u00e1m a zabezpe\u010deniu \u010c\u00edtajte \u010falej <\/a><\/span><\/p>","protected":false},"author":2,"featured_media":5036,"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-5023","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\/sk\/wp-json\/wp\/v2\/posts\/5023","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/comments?post=5023"}],"version-history":[{"count":9,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/posts\/5023\/revisions"}],"predecessor-version":[{"id":5214,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/posts\/5023\/revisions\/5214"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/media\/5036"}],"wp:attachment":[{"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/media?parent=5023"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/categories?post=5023"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/tags?post=5023"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}