Heureka vs. Zboží.cz: which Czech comparison site should you prioritize?

If you sell to Czech customers, you have two big comparison sites competing for your feed and your budget: Heureka.cz and Zboží.cz. With limited time and money you can’t always run both at full strength from day one, so the practical question isn’t "which is better" - it’s "which first, and why". This guide compares them honestly on reach, audience, trust mechanics, reviews, conversion tracking and cost, and ends with a recommendation a small Shopify team can act on. The short version: usually both, in a sensible order.

The two Czech giants at a glance

Both are price and product comparison sites (srovnávače zboží): shoppers search for a product, see offers from many e-shops side by side, and click through to buy. You pay per click (CPC), and where you rank for a given product depends on your bid, your feed quality and your shop rating. Both pull your offers from an XML product feed and both reward verified reviews and accurate price and stock data.

• Heureka.cz - the market leader, part of the Heureka Group that runs sibling sites across Central Europe. Known for the Ověřeno zákazníky (Verified by Customers) program.
• Zboží.cz - run by Seznam.cz and the clear number two. Since July 2025 the advertising product is branded Seznam Nákupy, but the consumer-facing comparison site keeps the name Zboží.cz. Merchant admin is the Seller Center (Centrum prodejce); help lives on napoveda.sklik.cz.

Reach and audience

Heureka is the bigger of the two. Third-party 2022 traffic estimates put Heureka at roughly 13 million average monthly visitors versus around 9.8 million for Zboží.cz, with Heureka’s share narrowing over time rather than running away. Treat those figures as directional rather than exact - they come from third-party measurements, not the platforms themselves - but the ordering is consistent: Heureka first, Zboží.cz a strong second.

Zboží.cz has one structural advantage worth weighing: it’s part of the Seznam ecosystem. Seznam describes the Seznam Nákupy network as reaching "more than half of the actively shopping Czech internet population" (NetMonitor, Jan–Oct 2024), and offers appear across Seznam’s search and content surfaces, not only on the comparison site itself. So even though Heureka has the larger dedicated comparison audience, Zboží.cz gets you in front of people through Seznam search where Heureka isn’t present.

In plain terms: Heureka is where the dedicated comparison-shopping crowd goes; Zboží.cz adds reach through Seznam’s wider audience. They overlap, but they’re not identical, which is the main argument for eventually running both.

Trust: Heureka’s Ověřeno zákazníky certificate vs. Zboží.cz verified ratings

This is where the two diverge most, and it matters because Czech shoppers lean heavily on reviews before they buy.

Heureka has a named, recognizable trust badge: the Ověřeno zákazníky certificate, with a blue and a gold tier. Shoppers actively look for it, and many will only buy from a store that holds it. The certificate is earned by collecting enough genuine reviews and keeping a high recommendation rate, and it can be displayed both on Heureka and as a widget on your own site. We cover the program, the blue-vs-gold thresholds and the setup in detail in Heureka Ověřeno zákazníky: what it is and how to set it up.

Zboží.cz works differently. There is no separate named certificate; instead Zboží.cz surfaces a rating percentage, verified-customer marks and review counts on your profile. Verified reviews (from confirmed buyers) are graphically distinguished from merely logged-in feedback, so the credibility comes from the verified marks and the number itself rather than from a badge with a name shoppers recognize. The rating percentage only appears once you have at least 4 reviews, and it’s calculated over the entire period since your first review. The mechanics are explained in Zboží.cz reviews: how verified-customer ratings work and how to turn them on.

If a strong, named trust signal is a priority - for example in a category where shoppers are cautious - Heureka’s certificate is the stronger asset. If you mainly want ratings that lift your ranking and reassure buyers in the listing, Zboží.cz’s verified percentage does the job.

How each handles reviews and conversion tracking

Both platforms gather verified reviews the same way in principle: a real buyer places an order, the platform learns about it through your tracking, and the customer is later emailed to rate the shop. The difference is in the plumbing.

• Heureka splits the two jobs. Conversion measurement runs through a frontend snippet added to a Shopify custom pixel, while the Ověřeno zákazníky questionnaire is triggered by the Feedyio integration, which sends your order data to Heureka so it can email customers for a review. So on Heureka you set up a custom pixel for conversions and the Feedyio integration for reviews (setup guide).
• Zboží.cz ties reviews to its conversion measurement, and the standard setup needs both parts working together: a frontend snippet in a Shopify custom pixel and a backend call sent through the integration. Because the standard code includes the customer email, Seznam emails your buyers to rate the shop - that is what unlocks verified-customer reviews. The limited, JavaScript-only measurement skips the backend call and the email, so it records conversions for bidding but produces no verified-customer reviews. This trips people up constantly. The full setup is in our Zboží.cz reviews guide.

One practical consequence: on Zboží.cz the same standard conversion code does double duty - it unlocks verified reviews and feeds order values back for smarter bidding and ROI reporting, so you set it up once and get both. On Heureka the two are separate: a custom pixel handles conversion measurement, while the Feedyio integration sends your orders to Heureka to trigger the Ověřeno zákazníky questionnaires.

Budget and CPC reality

Both sites are CPC: you bid for placement on each product and pay per click. A few things shape where your money goes furthest:

• Competition by category. Heureka’s larger audience often comes with more competing sellers and higher clicks for popular categories. Zboží.cz can be cheaper for the same product in some niches, simply because fewer shops are bidding there.
• Feed and rating quality. On both sites a clean feed, accurate price and stock, and a good shop rating improve your position for a given bid. Reviews aren’t just trust signals; they affect how cheaply you can rank.
• Diminishing returns. Pouring the whole budget into the leader isn’t always the best return. Once Heureka is performing, the next crown of clicks is often cheaper on Zboží.cz than bidding even harder on Heureka.

The honest takeaway: don’t pick on price alone. Start where the audience and trust mechanics fit your category, get the feed and reviews right so each click converts, then expand to the second site to capture the reach you’re missing.

A practical recommendation for a Shopify merchant

For most Czech Shopify merchants the order looks like this:

1. Start with Heureka if you want the strongest named trust signal and the largest dedicated comparison audience. Get the feed clean, activate Ověřeno zákazníky, and let reviews accumulate toward the blue (then gold) certificate.
2. Add Zboží.cz to capture Seznam’s reach. Crucially, deploy the standard conversion code with the customer email so you unlock verified reviews and conversion data in one move.
3. Run both in parallel once each is converting. They reach overlapping but distinct audiences, so a shop that only feeds one is leaving clicks on the table. Keep price and stock accurate on both, because stale data hurts your ranking and your rating everywhere.

If your budget genuinely only allows one to begin with, default to Heureka for the audience and the certificate - but plan to bring Zboží.cz online soon, because the same conversion-tracking work pays for itself in reviews and bidding data.

How Feedyio helps

Feedyio is a Shopify app that connects your store to both Czech comparison sites - and 130+ other channels - from one place. For Heureka it generates a correctly formatted Heureka product feed with category mapping and hourly price and stock sync, plus the Ověřeno zákazníky reviews integration and conversion measurement. For Zboží.cz it builds the Zboží.cz product feed and sets up the Zboží.cz reviews integration - the standard conversion code with the customer email that actually unlocks verified reviews - which also powers conversion measurement for bidding. Feedyio formats your feeds and wires up the tracking; it doesn’t make customers leave reviews, but it makes sure every order is counted so the platforms can ask. Run both sites without manual exports or developer time.

Want to feed Heureka and Zboží.cz - with reviews and conversion tracking - from one Shopify app? Try Feedyio free on the Shopify App Store.