A DHL eCommerce survey has shown that up to four out of five Czechs will not complete an order if they do not trust the chosen carrier or if the seller does not offer their preferred method of returning goods. The success of online stores therefore increasingly depends on understanding customer preferences, offering flexible shipping options, and providing a simple payment process.
According to the DHL eCommerce survey, shipping is one of the main factors that determines whether an online purchase is completed. Czechs often abandon their shopping cart when an e-shop does not offer their preferred delivery method. In such cases, only 16% of customers complete their order.
Czechs particularly like flexible delivery methods, with four out of ten shoppers now preferring delivery boxes, which is double the number in 2023. On the other hand, the number of those who choose delivery to their address is declining.
"Unlike the European average, where two-thirds of customers choose delivery directly to their address, Czech shoppers increasingly prefer flexible options. That is why PPL focuses on developing so-called out-of-home infrastructure. Today, recipients can choose from almost 9,000 PPL boxes and shops throughout the country," explains Kateřina Malíková, marketing research and data analytics manager at PPL CZ.
When customers disappear at checkout
In addition to shipping, payment methods and easy returns also play an important role. Up to 43% of customers have abandoned their shopping cart in the past because the e-shop did not offer their preferred payment method. Compared to the rest of Europe and the world, Czech customers abandon their shopping carts more often. At the same time, a third of respondents say they find the payment process unnecessarily complicated.
Although the vast majority of shoppers (92%) prefer to pay by card, more than a fifth of customers still regularly choose cash on delivery—and it is this group that tends to be very sensitive to trust and transparency in the process from a business perspective. However, some e-shops are gradually moving away from this option, either due to rising costs or in an effort to streamline logistics and reduce the number of unclaimed shipments.
The DHL eCommerce survey also focused on what frustrates customers during the purchasing process. Six out of ten Czechs cite high delivery costs as the main obstacle to purchasing, and they often lack sufficient information about the product or are put off by long delivery times. At the same time, three-quarters of respondents say that free delivery would significantly improve their shopping experience. "Customers are also sensitive to the final steps of the purchase, not only in terms of payment methods, but also the possibility of easy returns. Czechs most often return orders via a pickup point, which is reported by almost 60% of respondents. Although on average they return only one in ten items, the unavailability of their preferred method of return is often the reason why they do not complete their purchase," explains Malíková.
Czechs like to browse e-shops, but they think carefully about their purchases
Online shopping is a normal part of life for Czechs, with one in three shopping at least once a week. However, browsing e-shop offers is even more common. The results of a DHL eCommerce survey show that three-quarters of Czechs visit online stores at least once a week. "Forty-four percent of Czechs browse goods online two to three times a week, but only one-tenth of those browsing actually make a purchase. The key to an e-shop's success lies in a properly configured customer experience at every step," says Kateřina Malíková, commenting on the results of the regular index.
Cheap shopping abroad vs. giving things a second life: two trends in Czech e-commerce
Half of Czechs shop at foreign e-shops, with six out of ten respondents doing so because of lower prices. They most often order from China (60%), Germany (39%), and Poland (35%). Among Chinese platforms, Temu dominates, with 44% of Czech customers shopping there, which is ten percentage points higher than the global average.
On the other hand, customers from Slovakia, Poland, and Germany most often visit Czech e-shops. Czechs buy electronics the most—more than two-thirds of respondents mentioned this category. Almost the same proportion buy clothing, and more than half order household equipment or cosmetics.
Although foreign marketplace platforms are very popular among Czech customers, the survey also shows that interest in more responsible ways of shopping is growing. More than half of Czechs who shop online choose refurbished or used electronics, and the popularity of second-hand clothing and books is also growing. "The trend shows that Czech customers are increasingly combining practicality with environmental considerations. However, sustainability is not yet a major deciding factor for most Czechs," concludes Kateřina Malíková.
Prague, November 19, 2025
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