{"id":690,"date":"2026-09-21T18:11:44","date_gmt":"2026-09-21T16:11:44","guid":{"rendered":"https:\/\/ckddiz.cz\/blog\/tvorba-e-shopu-vlastni-obchod-ne-vizitka-ani-marketplace\/"},"modified":"2026-09-21T18:19:04","modified_gmt":"2026-09-21T16:19:04","slug":"tvorba-e-shopu-vlastni-obchod-ne-vizitka-ani-marketplace","status":"publish","type":"post","link":"https:\/\/ckddiz.cz\/blog\/tvorba-e-shopu-vlastni-obchod-ne-vizitka-ani-marketplace\/","title":{"rendered":"Tvorba e-shopu vlastn\u00ed obchod ne vizitka ani marketplace"},"content":{"rendered":"<p>E-shop si objedn\u00e1v\u00e1te tehdy, kdy\u017e chcete prod\u00e1vat produkty online s ko\u0161\u00edkem, platbami a dopravou \u2014 ne tehdy, kdy\u017e sta\u010d\u00ed vizitka s telefonem.<\/p>\n<p><a href=\"https:\/\/cs.wikipedia.org\/wiki\/Elektronick%C3%BD_obchod\" rel=\"noopener noreferrer\">Elektronick\u00fd obchod<\/a> (e-commerce) znamen\u00e1 n\u00e1kup a prodej p\u0159es internet. Z toho pro v\u00e1s vypl\u00fdv\u00e1 praktick\u00e1 hranice: pokud n\u00e1v\u0161t\u011bvn\u00edk nem\u00e1 co vlo\u017eit do ko\u0161\u00edku a zaplatit, nepot\u0159ebujete e-shop. Pot\u0159ebujete web, kter\u00fd vede k popt\u00e1vce.<\/p>\n<h2>E-shop, vizitka a marketplace nejsou tent\u00fd\u017e projekt<\/h2>\n<p><strong>Vizitka<\/strong> prod\u00e1v\u00e1 d\u016fv\u011bru a kontakt: kdo jste, co d\u011bl\u00e1te, jak se ozvat. Cena m\u016f\u017ee b\u00fdt na str\u00e1nce, ale objedn\u00e1vka jde telefon\u00e1tem nebo formul\u00e1\u0159em.<\/p>\n<p><strong>E-shop<\/strong> prod\u00e1v\u00e1 produkt: katalog, varianty, sklad, ko\u0161\u00edk, platebn\u00ed br\u00e1na, doprava, faktura, reklamace. N\u00e1v\u0161t\u011bvn\u00edk dokon\u010d\u00ed n\u00e1kup bez va\u0161eho z\u00e1sahu.<\/p>\n<p><strong>Marketplace<\/strong> (Heureka, Amazon, lok\u00e1ln\u00ed bazary) prod\u00e1v\u00e1 p\u0159es ciz\u00ed kan\u00e1l. Vy dod\u00e1v\u00e1te zbo\u017e\u00ed a pravidla platformy; zna\u010dku a data z\u00e1kazn\u00edka ovl\u00e1d\u00e1te m\u00e9n\u011b.<\/p>\n<p>Z toho, \u017ee m\u00e1te fotky produkt\u016f, je\u0161t\u011b nevypl\u00fdv\u00e1, \u017ee pot\u0159ebujete e-shop. Vypl\u00fdv\u00e1 z toho jen to, \u017ee v\u00edte, co ukazovat \u2014 typ \u0159e\u0161en\u00ed ur\u010d\u00edte podle toho, zda chcete vlastn\u00ed n\u00e1kupn\u00ed proces, nebo jen popt\u00e1vku.<\/p>\n<p>P\u0159i <a href=\"https:\/\/modernewebstranky.sk\/webove-sluzby\/tvorba-eshopu\/\">tvorb\u011b e-shopu<\/a> si tedy nejprve zapi\u0161te:<\/p>\n<ul>\n<li>kolik SKU (polo\u017eek) budete m\u00edt na startu a za rok;<\/li>\n<li>zda pot\u0159ebujete platby kartou, dob\u00edrku, fakturu pro B2B;<\/li>\n<li>zda budete napojeni na srovn\u00e1va\u010de cen, sklad nebo \u00fa\u010detnictv\u00ed;<\/li>\n<li>kdo bude denn\u011b p\u0159id\u00e1vat produkty a \u0159e\u0161it vr\u00e1cen\u00ed.<\/li>\n<\/ul>\n<p>Pokud chcete \u201ejen uk\u00e1zat nab\u00eddku\u201c, za\u010dn\u011bte vizitkou. Pokud chcete prod\u00e1vat p\u0159es ciz\u00ed marketplace a vlastn\u00ed web a\u017e pozd\u011bji, \u0159ekn\u011bte to v briefu \u2014 \u0161et\u0159\u00edte rozpo\u010det i \u010das.<\/p>\n<h2>Co mus\u00ed e-shop um\u011bt, aby nebyl jen katalogem<\/h2>\n<p>Katalog bez ko\u0161\u00edku nen\u00ed e-shop. Minim\u00e1ln\u00ed funk\u010dn\u00ed set obvykle zahrnuje:<\/p>\n<ol>\n<li>administraci produkt\u016f a kategori\u00ed;<\/li>\n<li>objedn\u00e1vkov\u00fd proces (ko\u0161\u00edk \u2192 doprava \u2192 platba \u2192 potvrzen\u00ed);<\/li>\n<li>responzivn\u00ed zobrazen\u00ed (v\u011bt\u0161ina n\u00e1v\u0161t\u011bv p\u0159ich\u00e1z\u00ed z mobilu);<\/li>\n<li>z\u00e1kladn\u00ed GDPR a obchodn\u00ed podm\u00ednky;<\/li>\n<li>mo\u017enost m\u011bnit ceny a stavy skladu bez program\u00e1tora.<\/li>\n<\/ol>\n<p>D\u00e1le podle rozsahu: filtry, slevy, v\u011brnostn\u00ed program, PDF faktura, napojen\u00ed na Heureku, newsletter, hodnocen\u00ed. Bal\u00ed\u010dky u dodavatel\u016f (Basic \/ Standard \/ Complete) se li\u0161\u00ed pr\u00e1v\u011b t\u00edmto \u2014 ne \u201ehez\u010d\u00edm logem\u201c.<\/p>\n<p>Agentura jako <a href=\"https:\/\/modernewebstranky.sk\/\" rel=\"nofollow\">Modern\u00ed Webstr\u00e1nky<\/a> typicky stav\u00ed e-shopy v CMS s adminem, ve kter\u00e9m um\u00edte sami spravovat katalog. P\u0159ed podpisem se ptejte, co je v cen\u011b a co je hodinov\u00e1 pr\u00e1ce pozd\u011bji.<\/p>\n<h2>\u0160ablona a e-shop na m\u00edru nejsou stejn\u00e1 volba<\/h2>\n<p>\u0160ablonov\u00e9 \u0159e\u0161en\u00ed sed\u00ed, kdy\u017e m\u00e1te standardn\u00ed sortiment a standardn\u00ed pokladnu. Zak\u00e1zkov\u00fd e-shop m\u00e1 smysl p\u0159i netypick\u00fdch filtrech, B2B cen\u00e1ch, rezervac\u00edch m\u00edsto okam\u017eit\u00e9ho n\u00e1kupu, nebo siln\u00e9m brand designu na kategori\u00edch a produktu.<\/p>\n<p>Neptejte se jen \u201ekolik stoj\u00ed e-shop\u201c. Ptejte se:<\/p>\n<ul>\n<li>zda dostanete \u0161kolen\u00ed a n\u00e1vod na spr\u00e1vu;<\/li>\n<li>zda je hosting p\u0159ipraven\u00fd na \u0161pi\u010dky (akce, sez\u00f3na);<\/li>\n<li>kdo \u0159e\u0161\u00ed SSL, z\u00e1lohy a aktualizace;<\/li>\n<li>jak se napoj\u00ed platebn\u00ed br\u00e1na a kur\u00fdr;<\/li>\n<li>zda vlastn\u00edte p\u0159\u00edstupy a data po skon\u010den\u00ed spolupr\u00e1ce.<\/li>\n<\/ul>\n<p>Doba zhotoven\u00ed se b\u011b\u017en\u011b po\u010d\u00edt\u00e1 v t\u00fddnech a\u017e m\u011bs\u00edc\u00edch podle rozsahu \u2014 ne \u201edo z\u00edtra\u201c. \u010c\u00edm d\u0159\u00edve dod\u00e1te produkty, fotky a pravidla dopravy, t\u00edm m\u00e9n\u011b stoj\u00edte uprost\u0159ed projektu.<\/p>\n<h2>Marketplace v\u00e1s nezachr\u00e1n\u00ed p\u0159ed vlastn\u00edmi pravidly<\/h2>\n<p>Prod\u00e1vat jen na marketplac\u00edch m\u016f\u017ee b\u00fdt rychl\u00fd start. Dlouhodob\u011b v\u0161ak plat\u00edte poplatky, sout\u011b\u017e\u00edte o pozice a z\u00e1kazn\u00edk \u010dasto z\u016fst\u00e1v\u00e1 \u201ez\u00e1kazn\u00edkem platformy\u201c. Vlastn\u00ed e-shop buduje zna\u010dku a opakovan\u00fd n\u00e1kup na va\u0161\u00ed dom\u00e9n\u011b.<\/p>\n<p>Hybrid m\u00e1 smysl: marketplace na objem, vlastn\u00ed e-shop na mar\u017ei a v\u011brnost. Hybrid bez jasn\u00fdch skladov\u00fdch pravidel v\u0161ak vytv\u00e1\u0159\u00ed p\u0159eprodej \u2014 prod\u00e1te to, co u\u017e nem\u00e1te. To jsou p\u0159ehnan\u00e9 sliby skladu, ne r\u016fst.<\/p>\n<p>Pokud je\u0161t\u011b nem\u00e1te logistiku a reklamace, neza\u010d\u00ednejte s tis\u00edci SKU. Spus\u0165te \u00fazk\u00fd sortiment, ov\u011b\u0159te dopravu a vr\u00e1cen\u00ed, potom \u0161k\u00e1lujte.<\/p>\n<h2>SEO a rychlost nejsou \u201edopln\u011bk po spu\u0161t\u011bn\u00ed\u201c<\/h2>\n<p>E-shop bez \u010diteln\u00fdch URL, titulk\u016f kategori\u00ed a rychl\u00e9ho na\u010d\u00edt\u00e1n\u00ed prod\u00e1v\u00e1 h\u016f\u0159 i p\u0159i hezk\u00e9m designu. U\u017e p\u0159i v\u00fdvoji \u0159e\u0161te:<\/p>\n<ul>\n<li>strukturu kategori\u00ed v \u0159e\u010di z\u00e1kazn\u00edka (ne intern\u00ed zkratce);<\/li>\n<li>unik\u00e1tn\u00ed popisy \u2014 ne jen zkop\u00edrovan\u00e9 z velkoobchodu;<\/li>\n<li>optimalizaci obr\u00e1zk\u016f;<\/li>\n<li>strukturovan\u00e1 data (roz\u0161\u00ed\u0159en\u00e9 \u00faryvky ve v\u00fdsledc\u00edch hled\u00e1n\u00ed), pokud jsou v bal\u00edku.<\/li>\n<\/ul>\n<p>Admin p\u0159\u00edv\u011btiv\u00fd k SEO nesta\u010d\u00ed, pokud nikdo nevypln\u00ed meta a texty. Napl\u00e1nujte, kdo to ud\u011bl\u00e1 \u2014 vy, copywriter, nebo dodavatel jako samostatn\u00e1 polo\u017eka.<\/p>\n<h2>Integrace, kter\u00e9 m\u011bn\u00ed odhad (a kter\u00e9 m\u016f\u017eete odlo\u017eit)<\/h2>\n<p>Napojen\u00ed na \u00fa\u010detnictv\u00ed, ERP, sklad nebo Heureku nen\u00ed \u201etla\u010d\u00edtko v adminu zdarma\u201c. Ka\u017ed\u00e1 integrace m\u00e1 vlastn\u00edka dat, testovac\u00ed prost\u0159ed\u00ed a chybov\u00e9 stavy (nesoulad skladu, duplicitn\u00ed objedn\u00e1vky). Do prvn\u00edho spu\u0161t\u011bn\u00ed \u010dasto sta\u010d\u00ed: katalog, ko\u0161\u00edk, platba, e-mailov\u00e9 potvrzen\u00ed, manu\u00e1ln\u00ed export do \u00fa\u010detnictv\u00ed.<\/p>\n<p>Odlo\u017ete to, co neum\u00edte denn\u011b obslou\u017eit. V\u011brnostn\u00ed program bez pravidel a bez n\u011bkoho, kdo \u0159e\u0161\u00ed reklamace, jen komplikuje pokladnu. Blog bez autora z\u016fstane pr\u00e1zdnou kategori\u00ed v menu. Nejprve prodejte, potom automatizujte.<\/p>\n<p>V briefu \u0159ekn\u011bte i B2B a B2C: velkoobchodn\u00ed ceny, fakturace s I\u010cO a splatnost\u00ed jsou jin\u00fd n\u00e1kupn\u00ed proces ne\u017e spot\u0159ebitelsk\u00e1 karta a dob\u00edrka. M\u00edch\u00e1n\u00ed obou bez odd\u011blen\u00fdch cen v adminu vede k chyb\u00e1m na faktu\u0159e.<\/p>\n<h2>Po spu\u0161t\u011bn\u00ed sledujte prvn\u00ed m\u011bs\u00edc<\/h2>\n<p>Otev\u0159ete e-shop v mobilu i v desktopu a projd\u011bte celou cestu n\u00e1kupu. Ud\u011blejte zku\u0161ebn\u00ed objedn\u00e1vku. Ov\u011b\u0159te, zda chod\u00ed potvrzen\u00ed, zda jsou DPH a dopravn\u00ed p\u00e1sma spr\u00e1vn\u011b, zda se stavy skladu m\u011bn\u00ed. Zkontrolujte 404 na star\u00fdch URL, pokud migrujete z jin\u00e9ho \u0159e\u0161en\u00ed. Pokud n\u011bco pad\u00e1, opravte to p\u0159ed marketingovou kampan\u00ed \u2014 jinak plat\u00edte za n\u00e1v\u0161t\u011bvy, kter\u00e9 nekoup\u00ed.<\/p>\n<h2>Pr\u00e1vn\u00ed texty a d\u016fv\u011bra p\u0159ed prvn\u00edm n\u00e1kupem<\/h2>\n<p>Obchodn\u00ed podm\u00ednky, reklamace, doprava a ochrana osobn\u00edch \u00fadaj\u016f nejsou \u201ePDF na pozd\u011bji\u201c. Bez nich riskujete, \u017ee z\u00e1kazn\u00edk nedokon\u010d\u00ed n\u00e1kup \u2014 nebo \u017ee m\u00e1te probl\u00e9m p\u0159i prvn\u00ed reklamaci. P\u0159ipravte texty paraleln\u011b s designem, ne a\u017e den p\u0159ed spu\u0161t\u011bn\u00edm. Pokud je p\u00ed\u0161e pr\u00e1vn\u00edk, dejte mu strukturu sortimentu a zem\u011b dod\u00e1n\u00ed; pokud je dod\u00e1v\u00e1 agentura, ov\u011b\u0159te, \u017ee sed\u00ed na v\u00e1\u0161 model (B2C \/ B2B), ne na obecnou \u0161ablonu z jin\u00e9ho st\u00e1tu.<\/p>\n<h2>Checklist chyb p\u0159i rozhodov\u00e1n\u00ed o e-shopu<\/h2>\n<ul>\n<li>Objednat e-shop, kdy\u017e sta\u010d\u00ed vizitka s telefonem a popt\u00e1vkou.<\/li>\n<li>Z toho, \u017ee m\u00e1te fotky produkt\u016f, je\u0161t\u011b nevypl\u00fdv\u00e1 pot\u0159eba ko\u0161\u00edku a plateb \u2014 vypl\u00fdv\u00e1 z toho jen, \u017ee v\u00edte, co ukazovat.<\/li>\n<li>Zam\u011bnit marketplace za vlastn\u00ed obchod bez skladu, dopravy a reklamac\u00ed.<\/li>\n<li>Slibovat term\u00edn \u201edo z\u00edtra\u201c u projektu, kter\u00fd pat\u0159\u00ed do t\u00fddn\u016f a\u017e m\u011bs\u00edc\u016f.<\/li>\n<li>Spustit hybrid marketplace + vlastn\u00ed e-shop bez skladov\u00fdch pravidel a dopustit p\u0159eprodej.<\/li>\n<li>Spol\u00e9hat na admin p\u0159\u00edv\u011btiv\u00fd k SEO, kdy\u017e nikdo nevypln\u00ed meta a unik\u00e1tn\u00ed texty.<\/li>\n<li>Br\u00e1t roz\u0161\u00ed\u0159en\u00e9 \u00faryvky ve v\u00fdsledc\u00edch hled\u00e1n\u00ed jako n\u00e1hradu za \u010diteln\u00e9 URL a rychlost.<\/li>\n<li>M\u00edchat B2B a B2C ceny v jedn\u00e9 pokladn\u011b bez odd\u011blen\u00fdch pravidel.<\/li>\n<li>Odlo\u017eit obchodn\u00ed podm\u00ednky a reklamace a\u017e na den p\u0159ed spu\u0161t\u011bn\u00edm.<\/li>\n<li>\u0160k\u00e1lovat na tis\u00edce SKU d\u0159\u00edv, ne\u017e funguje \u00fazk\u00fd sortiment a vr\u00e1cen\u00ed.<\/li>\n<\/ul>\n<p>Kdy\u017e checklist uk\u00e1\u017ee, \u017ee je\u0161t\u011b nev\u00edte, zda pot\u0159ebujete ko\u0161\u00edk, marketplace, nebo jen popt\u00e1vku, neobjedn\u00e1vejte e-shop \u2014 nejd\u0159\u00edv ur\u010d\u00edte typ \u0159e\u0161en\u00ed. E-shop d\u00e1v\u00e1 smysl a\u017e tehdy, kdy\u017e chcete vlastn\u00ed n\u00e1kupn\u00ed proces a um\u00edte ho denn\u011b obslou\u017eit.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>E-shop si objedn\u00e1v\u00e1te tehdy, kdy\u017e chcete prod\u00e1vat produkty online s ko\u0161\u00edkem, platbami a dopravou \u2014 ne tehdy, kdy\u017e sta\u010d\u00ed vizitka s telefonem. Elektronick\u00fd obchod (e-commerce) znamen\u00e1 n\u00e1kup a prodej p\u0159es internet. Z toho pro v\u00e1s vypl\u00fdv\u00e1 praktick\u00e1 hranice: pokud n\u00e1v\u0161t\u011bvn\u00edk nem\u00e1 co vlo\u017eit do ko\u0161\u00edku a zaplatit, nepot\u0159ebujete e-shop. Pot\u0159ebujete web, kter\u00fd vede k popt\u00e1vce. [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":689,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[96],"tags":[],"class_list":["post-690","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technologie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tvorba e-shopu vlastn\u00ed obchod ne vizitka ani marketplace - ckddiz<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ckddiz.cz\/blog\/tvorba-e-shopu-vlastni-obchod-ne-vizitka-ani-marketplace\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tvorba e-shopu vlastn\u00ed obchod ne vizitka ani marketplace - ckddiz\" \/>\n<meta property=\"og:description\" content=\"E-shop si objedn\u00e1v\u00e1te tehdy, kdy\u017e chcete prod\u00e1vat produkty online s ko\u0161\u00edkem, platbami a dopravou \u2014 ne tehdy, kdy\u017e sta\u010d\u00ed vizitka s telefonem. Elektronick\u00fd obchod (e-commerce) znamen\u00e1 n\u00e1kup a prodej p\u0159es internet. Z toho pro v\u00e1s vypl\u00fdv\u00e1 praktick\u00e1 hranice: pokud n\u00e1v\u0161t\u011bvn\u00edk nem\u00e1 co vlo\u017eit do ko\u0161\u00edku a zaplatit, nepot\u0159ebujete e-shop. Pot\u0159ebujete web, kter\u00fd vede k popt\u00e1vce. 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