{"id":8306,"date":"2026-05-14T09:14:40","date_gmt":"2026-05-14T07:14:40","guid":{"rendered":"https:\/\/www.biznisa.com\/?p=8306"},"modified":"2026-05-14T09:14:40","modified_gmt":"2026-05-14T07:14:40","slug":"cesi-online-nakupy-strach-z-platby-kartou","status":"publish","type":"post","link":"https:\/\/www.biznisa.com\/en\/cesi-online-nakupy-strach-z-platby-kartou\/","title":{"rendered":"\u010ce\u0161i nakupuj\u00ed online jako nikdy, ale 3 ze 4 se po\u0159\u00e1d boj\u00ed zaplatit kartou"},"content":{"rendered":"

Podle studie \u010ce\u0161i v s\u00edti 2025<\/em> od agentury KANTAR nakupuje na internetu u\u017e 82 % \u010desk\u00e9 populace, u mlad\u0161\u00ed generace dokonce 9 z 10 lid\u00ed ka\u017ed\u00fd m\u011bs\u00edc. Karta a mobil dnes vyst\u0159\u00eddaly dob\u00edrku jako standardn\u00ed zp\u016fsob placen\u00ed. P\u0159esto se podle stejn\u00e9ho pr\u016fzkumu 3 ze 4 lid\u00ed po\u0159\u00e1d ob\u00e1vaj\u00ed zneu\u017eit\u00ed sv\u00e9 platebn\u00ed karty.<\/p>\n

Dob\u00edrka je v \u010cesku na \u00fastupu.<\/strong> Kartou p\u0159i n\u00e1kupu na internetu plat\u00ed dv\u011b t\u0159etiny lid\u00ed, u mlad\u0161\u00edch generac\u00ed t\u0159i \u010dtvrtiny. Mobiln\u00ed telefon stoj\u00ed za 55 % v\u0161ech online n\u00e1kup\u016f<\/strong> a digit\u00e1ln\u00ed pen\u011b\u017eenky Google Pay a Apple Pay p\u0159ibli\u017en\u011b za 46 % p\u0159\u00edpad\u016f. QR platby alespo\u0148 jednou vyzkou\u0161elo 80 % respondent\u016f a pravideln\u011b je pou\u017e\u00edv\u00e1 37 % dot\u00e1zan\u00fdch.\u00a0To je d\u016fle\u017eit\u00fd posun proti situaci, kterou je\u0161t\u011b p\u0159ed p\u00e1r lety popisovali poskytovatel\u00e9 platebn\u00edch bran jako Comgate, GoPay nebo Global Payments \u2014 kdy \u010desk\u00e1 specifick\u00e1 preference dob\u00edrky nutila e-shopy nab\u00edzet platbu kur\u00fdrovi i u zbo\u017e\u00ed za des\u00edtky tis\u00edc korun. Trh se posunul – z\u00e1kazn\u00edk te\u010f chce zaplatit hned a poskytovatel, kter\u00fd nenab\u00eddne kartu, mobiln\u00ed pen\u011b\u017eenku ani QR platbu, ztr\u00e1c\u00ed pozici.<\/p>\n

Druhou stranou stejn\u00e9 mince je ned\u016fv\u011bra. 62 % \u010desk\u00e9 online populace za\u017eilo v digit\u00e1ln\u00edm prost\u0159ed\u00ed nep\u0159\u00edjemnou zku\u0161enost. 14 % se setkalo s pokusem o z\u00edsk\u00e1n\u00ed platebn\u00edch \u00fadaj\u016f (typicky phishingov\u00fd e-mail \u201eod banky“), 7 % za\u017eilo p\u0159\u00edm\u00e9 zneu\u017eit\u00ed karty p\u0159i n\u00e1kupu na internetu. To p\u0159\u00edmo formuje chov\u00e1n\u00ed: 62 % lid\u00ed rad\u011bji opust\u00ed podez\u0159ele vypadaj\u00edc\u00ed e-shop a 68 % neotv\u00edr\u00e1 p\u0159\u00edlohy a odkazy od nezn\u00e1m\u00fdch odes\u00edlatel\u016f.<\/p>\n

Rada pro v\u00e1s<\/h3>\n

Pro e-shop nebo slu\u017ebu, kter\u00e1 bere platby online, jsou d\u016fsledky velmi konkr\u00e9tn\u00ed. Kr\u00e1tkodob\u011b<\/strong> je nutn\u00e9 m\u00edt na webu viditeln\u00e9 sign\u00e1ly d\u016fv\u011bry \u2014 funk\u010dn\u00ed SSL, jasn\u00e9 kontaktn\u00ed \u00fadaje, ov\u011b\u0159en\u00ed t\u0159et\u00ed stranou (Heureka, Zbo\u017e\u00ed.cz, Trustpilot) a logo platebn\u00ed br\u00e1ny u checkoutu. Bez nich z\u00e1kazn\u00edk odejde d\u0159\u00edv, ne\u017e se dostane k tla\u010d\u00edtku Zaplatit.<\/p>\n

St\u0159edn\u011bdob\u011b<\/strong> se vyplat\u00ed redukovat t\u0159en\u00ed. Pokud platebn\u00ed br\u00e1na nepodporuje Apple Pay, Google Pay a QR platbu (Bizum se v \u010cesku zat\u00edm neprosadil, ale instant payments p\u0159es SEPA EUR jsou v pl\u00e1nu), e-shop ztr\u00e1c\u00ed konverze hlavn\u011b u mlad\u0161\u00edch z\u00e1kazn\u00edk\u016f. 3-D Secure 2 by m\u011bla b\u00fdt samoz\u0159ejmost, ne nadstavba.<\/p>\n

Dlouhodob\u011b<\/strong> ovlivn\u00ed pov\u011bst e-shopu jeden jedin\u00fd \u00fanik dat v\u00edc ne\u017e des\u00edtky kvalitn\u00edch recenz\u00ed. Pro mal\u00e9 obchody, kter\u00e9 samy provozuj\u00ed platby (nap\u0159. p\u0159es Stripe nebo Comgate), to znamen\u00e1 d\u016fsledn\u011b odd\u011blit z\u00e1kaznick\u00e1 data od marketingov\u00fdch n\u00e1stroj\u016f a br\u00e1t PCI DSS v\u00e1\u017en\u011b, ne jen form\u00e1ln\u011b.<\/p>\n

Co byste si m\u011bli odn\u00e9st<\/h3>\n
    \n
  1. Zkontrolujte, jestli va\u0161e platebn\u00ed br\u00e1na podporuje mobiln\u00ed pen\u011b\u017eenky a 3-D Secure 2 \u2014 bez nich p\u0159ich\u00e1z\u00edte o z\u00e1kazn\u00edky pod 35 let.<\/li>\n
  2. P\u0159idejte do n\u00e1kupn\u00edho procesu viditeln\u00e9 logo poskytovatele platby (Comgate, GoPay, Global Payments, \u010cSOB atd.) \u2014 pom\u00e1h\u00e1 to s d\u016fv\u011brou v\u00edc ne\u017e texty \u201ebezpe\u010dn\u011b“.<\/li>\n
  3. Pokud jste men\u0161\u00ed e-shop, vyhn\u011bte se ukl\u00e1d\u00e1n\u00ed pln\u00fdch \u010d\u00edsel karet \u2014 vyu\u017eijte tokenizaci nebo hostovan\u00fd checkout br\u00e1ny.<\/li>\n
  4. Vy\u0159e\u0161te phishingovou ochranu vlastn\u00ed dom\u00e9ny (SPF, DKIM, DMARC) \u2014 chr\u00e1n\u00ed to nejen va\u0161e z\u00e1kazn\u00edky, ale i pozici v inboxu.<\/li>\n
  5. Sledujte refund rate a chargebacky \u2014 pokud rostou, nen\u00ed to jen \u00fa\u010detn\u00ed probl\u00e9m, je to sign\u00e1l pro acquirera, kter\u00fd um\u00ed zv\u00fd\u0161it poplatky nebo termin\u00e1l vypnout.<\/li>\n<\/ol>\n

    Slovn\u00ed\u010dek pojm\u016f<\/h3>\n
      \n
    • Payment gateway<\/strong> \u2014 software, kter\u00fd e-shop p\u0159esm\u011bruje na bezpe\u010dn\u00fd platebn\u00ed formul\u00e1\u0159 a vy\u0159\u00edd\u00ed komunikaci s bankou (nap\u0159. Comgate, GoPay, Stripe).<\/li>\n
    • 3-D Secure 2<\/strong> \u2014 aktu\u00e1ln\u00ed verze ov\u011b\u0159en\u00ed pl\u00e1tce, vyu\u017e\u00edv\u00e1 biometrii a sni\u017euje t\u0159en\u00ed p\u0159i online platb\u011b.<\/li>\n
    • Tokenizace<\/strong> \u2014 n\u00e1hrada \u010d\u00edsla karty n\u00e1hodn\u00fdm tokenem, tak\u017ee e-shop re\u00e1ln\u011b skute\u010dn\u00e9 \u010d\u00edslo karty nikdy nedr\u017e\u00ed.<\/li>\n
    • PCI DSS<\/strong> \u2014 bezpe\u010dnostn\u00ed standard kartov\u00fdch asociac\u00ed, kter\u00fd mus\u00ed spl\u0148ovat ka\u017ed\u00fd, kdo zpracov\u00e1v\u00e1 platby kartou.<\/li>\n
    • Chargeback<\/strong> \u2014 vr\u00e1cen\u00ed platby z\u00e1kazn\u00edkovi na z\u00e1klad\u011b reklamace u jeho banky; vysok\u00fd pom\u011br \u0161kod\u00ed vztahu s acquirerem.<\/li>\n
    • Acquirer<\/strong> \u2014 banka nebo poskytovatel, kter\u00fd e-shopu pen\u00edze od z\u00e1kazn\u00edka skute\u010dn\u011b p\u0159ijme a vyplat\u00ed.<\/li>\n
    • SPF\/DKIM\/DMARC<\/strong> \u2014 e-mailov\u00e9 standardy, kter\u00e9 br\u00e1n\u00ed podvr\u017een\u00ed odes\u00edlatele a t\u00edm i phishingu jm\u00e9nem va\u0161\u00ed zna\u010dky.<\/li>\n<\/ul>\n

       <\/p>","protected":false},"excerpt":{"rendered":"

      Podle studie \u010ce\u0161i v s\u00edti 2025 od agentury KANTAR nakupuje na internetu u\u017e 82 % \u010desk\u00e9 populace, u mlad\u0161\u00ed generace dokonce 9 z 10 lid\u00ed ka\u017ed\u00fd m\u011bs\u00edc. Karta a mobil dnes vyst\u0159\u00eddaly dob\u00edrku jako standardn\u00ed zp\u016fsob placen\u00ed. P\u0159esto se podle stejn\u00e9ho pr\u016fzkumu 3 ze 4 lid\u00ed po\u0159\u00e1d ob\u00e1vaj\u00ed zneu\u017eit\u00ed sv\u00e9 platebn\u00ed karty. Dob\u00edrka je v […]<\/p>\n","protected":false},"author":45,"featured_media":8309,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[53],"tags":[148,147,146,149],"class_list":["post-8306","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-bezpecnost-plateb","tag-e-commerce","tag-online-platby-2","tag-platebni-brany-2"],"acf":[],"jetpack_featured_media_url":"https:\/\/www.biznisa.com\/wp-content\/uploads\/2026\/05\/cesi-online-nakupy-strach-z-platby-kartou.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.biznisa.com\/en\/wp-json\/wp\/v2\/posts\/8306","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.biznisa.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.biznisa.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.biznisa.com\/en\/wp-json\/wp\/v2\/users\/45"}],"replies":[{"embeddable":true,"href":"https:\/\/www.biznisa.com\/en\/wp-json\/wp\/v2\/comments?post=8306"}],"version-history":[{"count":3,"href":"https:\/\/www.biznisa.com\/en\/wp-json\/wp\/v2\/posts\/8306\/revisions"}],"predecessor-version":[{"id":8316,"href":"https:\/\/www.biznisa.com\/en\/wp-json\/wp\/v2\/posts\/8306\/revisions\/8316"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.biznisa.com\/en\/wp-json\/wp\/v2\/media\/8309"}],"wp:attachment":[{"href":"https:\/\/www.biznisa.com\/en\/wp-json\/wp\/v2\/media?parent=8306"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.biznisa.com\/en\/wp-json\/wp\/v2\/categories?post=8306"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.biznisa.com\/en\/wp-json\/wp\/v2\/tags?post=8306"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}