The Czech online sales market, including marketplace platforms, stands out from other CEE countries for its maturity and openness to new solutions.
This market is of particular interest to foreign sellers due to the high digitization of society and growing confidence in online shopping.
According to 2023 data the value of the Czech e-commerce market reached $5.66 billion, a significant portion of which are transactions carried out through marketplace platforms. Forecasts indicate further stable growth at a rate of 7.43-9% per year between 2023 and 2027.
Significantly, e-commerce's share of total retail sales is already 13.5%, and marketplace platforms are responsible for a growing share of this pie.
It is worth noting the growing popularity of international platforms such as Temu and AliExpress, which have significantly increased their presence in the Czech market in recent years. At the same time, local players such as Bazoš.cz and Aukro.cz maintain a very strong position thanks to their good knowledge of local shopping preferences and efficient logistics.
Sounds fantastic, doesn't it? However, it is worth remembering that success in the market depends on many local factors. One of them is the specifics of the local customer.
What characterizes the Czech consumer?
The Czech e-consumer is distinguished by a number of important characteristics that are worth taking into account when planning to sell in this market.
First of all, this is a price-conscious and price-sensitive customer who carefully compares offers from different vendors before making a purchase. At the same time, this does not mean that price is the only selection criterion - product quality and brand reputation also play an important role in the decision-making process.
When analyzing the shopping preferences of Czech consumers, it is worth noting the most popular product categories:
- Hobbies and recreation: 26.3%
- Electronics: 20,7%
- Fashion: 17.3%
- Furniture and household goods: 11,7%
- Care products: 9,4%
- DIY: 8.9%
- Groceries: 5,7%
Data source: ecommercedb
The average value of a shopping basket (AOV) in the Czech Republic in 2024? About 1,356 CZK (equivalent to $56,645).
Read more about consumer preferences: 10 insights into the Czech market.
What payment and delivery methods do Czechs prefer?
Another important element to assimilate is the preferences of Czech consumers.
The payment system in Czech e-commerce is characterized by great diversity, but three dominant methods can be distinguished:
- Payment cards 35% of transactions
- Payment on delivery (dobírka) 28% of the transaction
- Bank transfers 25% of transactions
Interestingly, the method of delivery of ordered products also plays a significant role. As much as 40% of Czech e-commerce purchases are delivered to pick-up points, and 26% of consumers prefer to pick up at parcel machines (up 5% year-on-year).
The most popular providers are local courier companies like Zásilkovna, Česká pošta or PPL. There is also no shortage of international giants like GLS or DPD.
What to consider when choosing a marketplace platform in the Czech Republic?
When choosing a marketplace platform in the Czech Republic, there are several key factors to consider that can determine the success of a sale.
Target group
Matching the platform to the customer profile is key. It is important to analyze whether a particular platform attracts the right audience for our products. It is also important to check the platform's reach in different regions of the Czech Republic - some marketplaces may be more popular in certain parts of the country.
- If you sell products at low prices and want to reach younger customers, Temu.com may be the best choice due to its growing popularity among this demographic.
- If you are selling used or collectible items, consider Aukro.cz or Bazos.cz, which are well established in this market segment.
- Aliexpress.com will work best for selling a variety of products from abroad, especially electronics and accessories.
- For local products and quick sales, a good choice would be Sbazar.cz, which is popular among Czech consumers looking for bargains and second-hand products.
Also keep in mind regional differences. Platforms can vary in popularity depending on the region of the Czech Republic:
- In big cities (Prague, Brno) , international platforms like Temu and AliExpress are popular.
- In smaller towns , local sites like Bazos.cz and Sbazar.cz are more popular.
VAT rate
When planning to sell on the Czech market, pay special attention to the applicable VAT rates. The basic rate of VAT in the Czech Republic is 21% and applies to most goods and services.
However, preferential rates are provided for selected product categories. The reduced rate of 12% covers a range of necessities, including food, soft drinks, as well as specialized products such as medical devices, child car seats and gluten-free products.
It's also worth knowing that books are completely exempt from the VA, subject to a 0% rate, which can be especially important for publishers and bookstores planning to expand into the Czech market.
Where is it worth selling in the Czech Republic?
The Czech marketplace market is characterized by a variety of platforms, from local classifieds sites to international e-commerce giants. Each has its own characteristics and reaches a different audience.
It is worth noting that, as in Poland, local platforms(Bazos, Aukro, Sbazar) are very popular in the Czech Republic, successfully competing with international marketplaces.
1. bazos.cz
In the Czech market, Bazos.cz is one of the most popular marketplaces, particularly valued for its ease of use and strong focus on the local market.
What is worth knowing about Bazos.cz?
Local community system
The platform works with local communities, which facilitates quick transactions in the immediate area.
Free ads
The basic ads are free, which attracts both individual sellers and small businesses.
Simple interface
Bazos.cz is distinguished by its clear and intuitive interface, making it accessible to all user groups.
Assortment
The platform offers a wide range of categories, especially popular in local sales:
- Real Estate
- Automotive
- Used electronics
- Furniture and home furnishings
- Products for children
- Service announcements
2. temu.com
Temu is a relatively new but rapidly growing player in the Czech e-commerce market. The platform is distinguished by its aggressive pricing strategy and wide assortment of products, successfully competing with traditional marketplaces.
What is worth knowing about Temu.com?
Free Delivery
Temu offers free delivery with no minimum order value, which is a significant convenience for customers. The platform works with a number of courier companies in the Czech Republic, ensuring efficient logistics and tracking of shipments. The standard delivery time is 7 to 14 days, but the company is systematically working to reduce it.
Promotion system
Temu uses an advanced system of promotions and discounts, which includes:
- Daily flash sales
- Seasonal promotions
- Command program
- Coupons for new users
- Special offers in the mobile app This strategy is effective in attracting new customers and building loyalty among current users.
Mobile app
Temu's advanced mobile application is a key part of the company's strategy. It offers:
- Personalized recommendations based on browsing history
- Exclusive offers only available on the app
- Notifications about promotions
- Simplified purchasing process
- Intuitive interface adapted to mobile devices
Assortment
Temu offers products in many categories:
- Clothing and accessories
- Electronics
- Household articles
- Toys
- Care products
3. aukro.cz
Aukro is one of the oldest and most recognizable marketplaces in the Czech Republic, combining the functions of an auction site and a classic marketplace. The platform has built a strong position in the market thanks to its secure transactions and diverse product offerings.
What is worth knowing about Aukro.cz?
Auction system
Aukro offers two main sales models:
- Classic auctions with the possibility of bidding for a certain period of time
- The"Buy Now" option for immediate purchases. The auction system is particularly popular with collectors and sellers of unique products, where the price can be flexibly set by the market.
Buyer Protection Program
The platform provides an advanced security system that includes:
- Money-back guarantee in case of non-receipt of goods
- Verification of vendors
- Secure online payments
- Dispute resolution system
- Protection of personal data
Rating system
The extensive feedback system on Aukro.cz includes:
- Detailed reviews of the deal
- Ratings in various categories (communication, shipping time, compliance with description)
- Badges for top sellers
- Transaction histories
- Opportunity to comment and respond to feedback
Assortment
Aukro specializes in the following categories:
- Collections and antiques
- Electronics
- Fashion and accessories
- Sports and recreation
- Products for children
4. sbazar.cz
Sbazar, part of the Seznam.cz ecosystem, is a platform that effectively combines the features of a classifieds site and a modern marketplace. Its integration with the most popular Czech web portal ensures a steady stream of users.
What is worth knowing about Sbazar.cz?
Integration with Seznam.cz
Benefits of integration include:
- Automatic promotion of listings in Seznam.cz search results
- Uniform login system for all Seznam services
- Access to Seznam's analytical tools
- Possibility to use other Seznam advertising products
- Increased visibility of offerings through the Seznam ecosystem
Free classifieds
Free classifieds system on Sbazar.cz offers:
- Unlimited number of basic announcements
- Ability to add photos at no charge
- Basic functions of promoting offers
- No hidden costs
- Optional paid distinctions for increased reach
Local community
The platform focuses on building local communities through:
- Geolocation of advertisements
- Communication system between users
- Possibility to negotiate prices
- Preference for personal pickup
- Building trust in local communities
Assortment
The most popular categories on the platform:
- Home and garden
- Used electronics
- Automotive
- Clothing and accessories
- Hobbies and entertainment
5. aliexpress.com
Aliexpress is a global marketplace that has gained a significant foothold in the Czech market thanks to its competitive prices and wide range of products. The platform stands out above all for its diverse assortment and advanced tools for both buyers and sellers.
What is worth knowing about Aliexpress?
Buyer Protection
The Transaction Protection System ensures safe shopping with a money-back guarantee and the ability to return goods within 15-90 days.
Loyalty program
The platform offers an AliExpress coin system that can be used for subsequent purchases, as well as regular promotions and discount coupons.
Vendor support
Vendors get access to analytics and marketing tools to help optimize sales and reach customers.
Assortment
Aliexpress offers products in virtually every category, but the most popular are:
- Electronics and accessories
- Clothing and accessories
- Home and garden
- Toys & Hobbies
- Automotive
Summary
The Czech marketplace offers a variety of opportunities for sellers, from local platforms to international sites. Each of the described platforms has its own characteristics and target audience:
- Bazos.cz is great for local sales with its simple interface and free classifieds
- Temu.com attracts younger customers with aggressive pricing and advanced mobile app
- Aukro.cz offers a secure environment for auction and collector sales
- Sbazar.cz leverages the potential of the Seznam.cz ecosystem for increased reach
- Aliexpress.com provides access to global marketplace and advanced sales tools
It's worth noting, however, that expanding into the Czech market through marketplaces requires a well-thought-out SEO strategy. As with positioning a traditional online store in the Czech Republic, it makes sense to use a marketplace SEO.
In this approach, it will be important to first understand the market, optimize offers within the existing marketplace structure, and tailor content to the Czech language and specific key phrases used by Czech consumers.
