A Careful Dance between Czech E-Shops and Marketplaces

I’ve been living in the Czech Republic for a few years now, and at FLO, we have had the privilege of working closely with several European marketplaces to help them elevate their customer experience. Lately, there has been a growing buzz around marketplaces often framed through the lens of giants like Alibaba or Amazon, but the Czech context is different and worth exploring. This article reflects on what I consider a deliberate and intentional approach by Czech e-shops toward marketplaces. It’s not resistance, but a strategic stance shaped by a desire to retain control, brand integrity, and customer trust. And while the landscape is shifting, it is doing so in a uniquely Czech manner.

Czechs are among Europe's most active online shoppers, with six out of ten ordering goods at least once a month and one in three doing so weekly. The total number of e-shops currently operating on the Czech market is approximately 49,700 as of 2024, according to Heureka, a leading price comparison site. This abundance means Czech consumers often shop directly from individual e-shops rather than exclusively through marketplaces.

While marketplaces account for up to half of all e-commerce turnover in many countries, the Czech landscape tells a different story. Independent e-shops continue to hold firm, and despite predictions that marketplaces could claim around a third of the local market, the overall sentiment among Czech retailers remains cautious.

This hesitation speaks volumes. It’s not resistance for resistance’s sake; it's a strategic decision rooted in control. Czech e-shops are keen to protect their brand identity and maintain direct customer relationships. Most view marketplaces as an auxiliary option, a marketing channel at best, not a core part of their business model. Compared to Western markets, marketplace adoption in the Czech Republic still lags behind; however, there are early signs of a gradual change.

Just Ticking the Box?

Many e-tailers establish a presence on marketplaces simply to “tick the box” and be visible, rather than to sell. Their main business remains anchored on their platforms. One reason is pricing. E-shops tend to maintain consistent prices across channels, whereas marketplaces incur fees that erode profit margins. In addition to that, there is a loss of control over the customer journey, and it’s easy to see why many businesses find marketplaces less attractive.

There’s also the reality check that comes when entering a marketplace: products that perform well on a local site may suddenly appear overpriced when placed next to ultra-competitive international sellers. It’s a double-edged sword; for most Czech e-shops, the bulk of sales still originates from their websites.

What About the Customer Perspective?

Customer behaviour varies. Marketplaces offer convenience for lower- and mid-priced goods, including fast delivery, competitive pricing, and easy product comparisons. That makes them appealing to price-sensitive shoppers. However, many customers prefer to make direct purchases when it comes to premium items. They want to be sure of a product’s origin, expect a smoother service experience, and value transparent communication. In my opinion, many buyers are not even aware they are purchasing from a marketplace until something goes wrong.

Are Czechs Simply More Conservative?

Partly, yes. But the story is more nuanced. Czech consumers have long shopped on platforms like Allegro and Amazon. It's not about rejecting marketplaces altogether; it’s about trust. People want to know who they’re buying from and where to turn if issues arise. That preference for direct relationships is deeply ingrained. Still, as price sensitivity grows, marketplaces are gradually gaining ground. Whether they’ll ever dominate the way they do elsewhere remains to be seen.

Walking the Line, the Czech Way

The relationship between Czech e-shops and marketplaces is evolving, not through disruption, but through deliberate, measured steps. While Western markets may adopt marketplaces as the default, Czech retailers are forging their path, striking a balance between visibility, control, and efficiency while prioritising brand loyalty. As customer expectations continue to shift and global players expand their footprint, Czech e-commerce will undoubtedly adapt. However, one thing is clear: any successful strategy here must respect the local mindset, where trust, transparency, and direct relationships still hold significant weight.

Czech E-Commerce Needs Tailored Solutions, Not Templates

There is no one-size-fits-all strategy for Czech e-shops navigating the complex landscape of marketplaces. The key lies in creating innovative, customer-first solutions that protect brand equity while staying competitive.

At FLO, we collaborate with ambitious retailers and platforms across Europe to transform hesitation into opportunity by designing experiences that foster trust, not just transactions. Let's talk if you're ready to rethink how your business scales, whether through marketplaces or beyond. Explore how we help companies transform their digital ecosystems in the article written by Kristyna Turner.

And as more Czech retailers look to sharpen their brand presence in a shifting digital world, a new question emerges: how do you stay human in an AI-driven race? For a smart look at blending tech with brand authenticity, don’t miss an article by another colleague of mine, Robert Pyrah: “'Instabrand?' 5 Top Tips for Branding & AI”. Because even in a world of algorithms, your brand still needs a heartbeat.