Zboží.cz
Seznam's comparison site for Czechia
Zboží.cz is a price and product comparison service run by Seznam.cz. It shows e-shop offers both on its own site and inside Seznam search results, and it targets the Czech market only. A shop connects through a product feed and pays per click.
How Zboží.cz works
The principle matches other comparison sites: the shop supplies a product feed, Zboží matches it to product cards, and the offer appears in the seller list. The difference is distribution — Zboží is not just a standalone site, it also pulls products into Seznam search results, where visibility matters for a meaningful share of the Czech audience.
As of 15 September 2025 the management of Zboží.cz was folded into the Sklik advertising interface, so campaigns, bids, and reports live there. The original Zboží API shut down on 16 March 2026 and integrations moved onto Sklik's infrastructure. The public side for shoppers — price comparison and shop ratings — continues unchanged.
When it is relevant
Zboží.cz targets Czechia, so it does nothing for a shop selling only in Slovakia. It becomes relevant the moment a shop expands across the border, because Zboží together with Heureka is the pair Czech shoppers actually use.
Expansion is not only about the feed, though. It means Czech localisation, Czech currency, carriers the local customer recognises, and legal texts under Czech rules. The comparison feed is the last step, not the first.
- A dedicated feed in the structure Zboží expects, not a copy of another comparison feed.
- Categories and parameters mapped to the site's own taxonomy, or the product will not match.
- Bids and reporting through Sklik rather than the retired Zboží administration.
- Measurement all the way to the order, so margin can be judged rather than click counts.
Zboží.cz next to other channels
Comparison sites, Google Merchant Center, and PPC all draw on the same product data. That makes it worth keeping one source of truth in the shop and generating each feed from it, rather than maintaining the catalogue separately per channel. This is exactly how a custom e-shop is built — the feed is an output of data, not manual work.
Planning to expand into Czechia?
Explore custom e-shopsFrequently asked questions
Has Zboží.cz shut down?
No. The original Zboží API ended on 16 March 2026 and management moved into Sklik on 15 September 2025. The comparison site itself keeps running for shoppers; only where and how a merchant administers it has changed.
Is Zboží.cz worth it if I already use Heureka?
In Czechia usually yes, because it reaches a different audience through different distribution, including Seznam search. The answer only becomes clear from order margin, though, not from click counts.
Can I reuse my Heureka feed?
Not directly. Each comparison site has its own specification and category taxonomy. Several feeds can be generated from the same data, however, so this is no reason to maintain the catalogue twice.