A feed is one XML file, but it decides three things at once: what gets shown, what a click costs, and whether a customer receives goods you no longer have. Two of those three you set up once and pay for every month.
The rules below are valid as of 31 August 2026 and carry their sources. Comparison-site price lists change roughly every fortnight, so read this text as a description of the mechanics rather than as a price list.
On Heureka you pay per click, and the price changes every two weeks
The click price follows the product category and the product price including VAT, is quoted excluding VAT, and is not charged at all on products under 20.00 CZK. A click from full-text search results and from the shop detail has a flat price of 3.49 CZK (heureka.group, click price list, retrieved 31 August 2026).
The price list is not fixed. Heureka adjusts it roughly every two weeks according to seasonality, competition and demand in the category, usually by a few per cent and only in selected categories. It also applies a peak-season increase; clicks from Heureka's satellites are not subject to it according to its own price list.
What this means in practice: the comparison-site budget is not a line you approve once. It is an amount somebody watches, because the cost of entry changes without any input from you.
Zboží.cz is run from two places and has had dynamic pricing since April
This is a change many shops still hold in their heads the old way. Since 15 September 2025 Zboží.cz management has moved under Sklik and campaigns have been renamed Nákupy. Control is split across two interfaces:
- Sklik - campaigns, daily budgets, bids, strategies and statistics.
- Centrum prodejce - feed download and diagnostics, shipping and pickup point settings, shop rating.
Since 1 April 2026 the minimum cost per click is set by the product's final category and its price, not across the board. The price list has 12 price bands with boundaries at 0, 100, 200, 300, 500, 700, 1,000, 1,500, 2,500, 4,500, 10,000 and 25,000 CZK, is updated weekly, and changes propagate into campaigns automatically; Seznam announces larger adjustments two weeks ahead (Seznam.cz blog, 3/2026, retrieved 31 August 2026).
An automatically applied minimum CPC means one thing worth saying out loud: your cost of entry can rise without you touching anything. Monitoring is therefore part of running the shop, not a one-off setup.
How many clicks one order can carry is calculated from margin
The most useful number in the whole campaign is not the click price but how many clicks a single sale can carry. It is a division and needs no estimate of conversion rate:
margin per order in CZK divided by the click price = clicks to break even.
Modelled at the flat click price of 3.49 CZK from full-text search and the shop detail. Margin here is an assumption you supply, not a measurement:
| Price incl. VAT | Margin | Margin in CZK | Clicks to break even |
|---|---|---|---|
| 250 CZK | 12 % | 30 CZK | 8 |
| 890 CZK | 20 % | 178 CZK | 51 |
| 2,400 CZK | 25 % | 600 CZK | 171 |
The first row is the entire argument against a complete feed. Eight clicks per order is a threshold cheap goods in a competitive category cross easily, and from the ninth click you are selling at a loss even as revenue grows. The last row is the opposite case, where bidding up makes sense.
Clicks from product comparison are charged by category and price, so differently from that 3.49 CZK. The formula is the same; you just substitute the rate from your own price list in the admin.
The main feed is fetched hourly, availability every ten minutes
This is where most broken orders come from, and it is solved with a separate file many shops do not know about.
Heureka fetches the main XML feed every two hours in PPC mode and every four hours in FREE mode. The availability XML - a separate file carrying only stock information - is fetched every ten minutes, and its information takes precedence over the main feed (sluzby.heureka.cz, help centre, retrieved 31 August 2026).
In practice the difference between two hours and ten minutes is the difference between a customer who pays for sold-out goods and a customer who never sees them in the listing. For a range with small stock and fast turnover, the availability feed is the first thing to deploy, not the last.
Besides quantity, the availability file carries pickup points and collection times, so it is useful when you have a physical shop and want to show it.
"In stock" means within two days of ordering, not "we have it somewhere"
Availability is passed in the main feed through the DELIVERY_DATE element, and its numbers have fixed meanings:
| Value | Displayed as |
|---|---|
| 0 | In stock |
| 1-3 | Within 3 days |
| 4-7 | Within a week |
| 8-14 | Within 2 weeks |
| 15-30 | Within a month |
| 31 and more | More than a month |
For the availability feed there is a further hard rule: for a product to count as in stock, the time between order and delivery must not exceed 2 days. Goods that cannot make it do not belong in the availability file.
From this follows a decision that is commercial rather than technical. A dropshipping catalogue from a supplier with a three-day collection is not in stock, and labelling it so trades short-term visibility for cancelled orders and a worse shop rating.
A complete feed versus a filtered one is a decision about margin, not technology
The trade-off cannot be avoided, so we name it up front. A complete feed brings maximum reach and at the same time you pay for clicks on goods you make almost nothing on. A filtered feed saves budget and loses some visibility.
The right answer depends on your margin by category, not on a general recommendation. A procedure that almost always makes sense:
- Work out margin in crowns by category, not in per cent.
- Divide it by the click price to get clicks to break even.
- Remove categories scoring under ten from the feed rather than bidding in them.
- After a month compare revenue, not traffic.
The third point tends to be contested and is worth defending. Lowering the bid in a loss-making category does not save it, it only slows the loss; the item moves to a worse position where customers find it less often, but the click still costs the same.
What Shoptet generates on its own and what you cannot change in it
Shoptet generates both feeds automatically. Heureka at yourdomain.cz/heureka/export/products.xml, the extended feed for Zboží.cz at yourdomain.cz/seznam/export/products.xml. The system feed cannot be edited; it updates itself according to the comparison site's current requirements (podpora.shoptet.cz, retrieved 31 August 2026).
A maximum cost per click can be set on individual products directly in the admin, but that requires an active Ověřeno zákazníky certificate. This is the boundary people hit most often: as long as you only need to send the catalogue, Shoptet is enough. As soon as you need to change the feed - your own category mapping, different names, exclusion by margin, recalculation from a supplier feed - it is handled outside the system export.
The same group of tasks includes where the data flows into the shop from. Matching rules, currencies and margins are covered on the automation and integration page.
Four numbers to find out before you release a full feed
You can ask anyone, including yourself. Without these four numbers, setting up a comparison site is guesswork.
- What is my margin in crowns in my five best-selling categories?
- What does a click cost in those categories on the current price list?
- How often does stock change on items I hold one of?
- How many orders did I cancel last year because something was unavailable?
A feed is not a file you upload once. It is a contract between your stock, your margin and somebody else's budget, recalculated every week.
We will set the feeds to match your margin
Feeds, availability and stock integration are part of how we work on a shop; what that covers is on the e-shop development page. Send us a catalogue export with margins by category and we will come back with a proposal on what to keep in the feed, what to cut, and where an availability file pays off.
If it turns out Shoptet's system feed is enough for your range, we will say so and will not write a quote. What we build and on what is described on the e-shop development page.
Write to info@lamapixel.com or call +420 775 599 009.
