The period covered is 1 June to 31 August 2026. The sources are Shopify's public changelog, where every entry carries a date, and the Shoptet blog, where individual changes have no date and the quarterly summary ends in June. What that means for the reliability of individual points is at the end.
We picked seven changes out of several dozen. The criterion was one: does it change something a shop operator has to do, or at least know about. Point of Sale improvements, Brazilian tax ID validation and a hundred small admin tweaks were left out.
The withdrawal button: Shoptet has it, Czech law does not yet
What changed. Directive (EU) 2023/2673 inserts Article 11a into Directive 2011/83/EU, requiring a withdrawal function for contracts concluded at a distance through an online interface. Member states were to transpose it by 19 December 2025 and it applies from 19 June 2026. Shoptet deployed the button for Slovakia and Hungary on 19 June 2026 and waited for Czech law on Czech shops.
The Czech transposition fell behind. According to publicly available information, the Chamber of Deputies passed the "button amendment" in its third reading on 10 July 2026, the Senate approved it on 19 August 2026, and as of 3 September 2026 it is awaiting the president's signature. Sources give different effective dates for shops, so we do not state one here. This is the fastest-ageing paragraph in the whole article.
Who it concerns. Anyone selling to consumers through an online interface. In practice first of all those selling into countries that transposed the directive on time.
What to do. If you have language versions for Slovakia or Hungary, switch the button on now and do not worry about where your company is registered. If you sell only in Czechia, prepare your withdrawal form and watch the Collection of Laws. Once the act is published, the transition period will not be long.
Shopify brought hreflang into the admin
What changed. As of 10 July 2026 automatic hreflang tags can be managed directly in the admin. Previously it went through support.
Who it concerns. Any multilingual Shopify store, and above all those where a language version has no domain of its own.
What to do. Check whether the automation thinks something different from you, particularly on the Czech plus Slovak combination and on markets that share a language. Wrong hreflang causes no outage; it quietly sends a Czech customer to the German version and nobody notices for months.
Cross-border selling in Shopify got three new things at once
This is the densest block of the quarter and all three items are connected.
The 3 EUR duty on low-value consignments. On 26 June 2026 Shopify offered two ways of accounting for the new EU duty on low-value imports. The legal basis is Council Regulation (EU) 2026/382: a temporary duty of 3 EUR per item on consignments with an intrinsic value up to 150 EUR, applicable from 1 July 2026 to 1 July 2028.
End of DDU support in Managed Markets. From 11 August 2026 Shopify is ending the mode in which the recipient pays duty on delivery. Affected markets move to collecting duty at checkout.
Cancellations and returns under EU rules. On 18 June 2026 the option to set cancellation rules alongside return rules arrived, configurable per market. On 16 July 2026 the same appeared inside Managed Markets as meeting European buyer-protection requirements.
Who it concerns. Sellers outside Czechia, above all outside the EU, and everyone importing cheap goods from third countries.
What to do. If you sell through Managed Markets, recalculate your margin with duty collected at checkout. The customer sees a higher amount in the cart and a smaller unpleasant surprise on delivery; conversion moves in both directions and guessing is pointless - measure it.
Shoptet Pokladna is included in paid tariffs
What changed. In its quarterly summary of 29 June 2026 Shoptet introduced Pokladna, which brings online orders and offline sales together in one place, shares products, prices, stock and orders, and can be operated from a phone. It is free on all paid tariffs, that is everything except Free, and only the project owner role can activate it.
Who it concerns. Shops with a physical store, a pickup point, a market stall or a pop-up.
What to do. Before switching it on, settle one thing on paper: what should happen when the last unit sells online and in the shop at the same time. Unified stock does not remove that problem, it only moves it from a spreadsheet into a system. Without an answer to that question, merging stock usually creates more work than it saves.
Advertising can now be launched from both platforms' admin
What changed. Shoptet Kampaně gained Meta Ads - advertising on Facebook, Instagram and Threads straight from the admin. On 4 August 2026 Shopify added Microsoft Advertising, including Bing and Copilot, to Campaign Autopilot. Shoptet also wrote on 24 August 2026 about ads in ChatGPT arriving in Europe, including Czechia.
Who it concerns. Smaller shops with no agency and no in-house PPC specialist. That is where this change is worth the most.
What to do. Treat it as extra reach, not as a replacement for campaign management. Our own data from the Czech market shows a cost per click of 46 to 65 CZK on commercial e-shop queries (search, Czechia, June to August 2026, our account). At that price the outcome is decided by campaign structure and by excluding nonsense queries, and automation will not do that for you.
Ads in ChatGPT have been serving in 31 European countries including Czechia since 24 August 2026, and since 31 August 2026 companies registered in those countries can open an advertiser account themselves. For a shop operator no action follows from this yet.
Shoptet Balíky gained AlzaBox, GLS and a public API
What changed. According to the summary of 29 June 2026, AlzaBox was added as a 24/7 pickup point, GLS moved into the Komplet version with better rates, and Shoptet Premium received a public API for creating labels, tracking shipments and connecting to an ERP or WMS.
Who it concerns. Shops dispatching more than a few dozen parcels a day, and anyone whose stock is run by an external system.
What to do. The label API is the only item in this round-up that can pay for a higher tariff on its own. Work out the minutes per parcel and multiply by your monthly shipment count; only then compare that number with the difference between tariffs.
Shopify can now combine discounts and build collections from several sources
What changed. From 15 July 2026 qualifying products can carry overlapping discounts, meaning several discounts on one product at once. From 16 July 2026 a collection can be assembled from several product groups, targeted at specific variants, and reused elsewhere.
Who it concerns. Anyone running sales, seasonal promotions or loyalty tiers.
What to do. First write down what must not combine. Overlapping discounts are a feature where margin disappears quietly and only shows up in the accounts. Set a ceiling and verify it on a test order.
Both platforms' prices, captured on 31 August 2026
A price list is worth repeating in a round-up like this, because it changes without an announcement in a changelog. These are the figures from both vendors' pricing pages as of 31 August 2026.
| Tier | Shoptet, per month | Shopify, per month |
|---|---|---|
| entry | Free 0 CZK, Basic 440 CZK | Basic 670 CZK |
| middle | Business 1,490 CZK, Profi 2,490 CZK | Grow 1,830 CZK |
| upper | Enterprise 4,690 CZK | Advanced 9,510 CZK |
Shoptet prices exclude VAT and drop by 10 % on annual billing. Shopify prices are for monthly billing; on annual billing they are 499, 1,370 and 7,130 CZK a month. Whether Shopify quotes with or without VAT is not stated on the pricing page, and a 21 % difference changes the outcome of the comparison.
We found no price list change in any of our tracked sources during the period. That is not the same as saying prices did not change. It means we did not find one, which is why we give the date of the snapshot.
A detailed breakdown of monthly costs including fees, shipping and comparison sites is in the article on the monthly cost of running an e-shop.
What we did not find, and why we say so out loud
This round-up has two halves of unequal reliability, and it is fair to admit it.
Shopify has a public changelog with a date on every entry. Every date in this article can be verified in one click and is accurate to the day.
Shoptet has no public dated changelog. It publishes quarterly summaries on its blog plus individual articles. The last summary came out on 29 June 2026 and covers April to June. We therefore assembled July and August from individual articles and cannot rule out having missed something. For Shoptet changes we give the date of the article, not the date the feature shipped, because we do not know the latter.
What we could not track down: a complete list of Shoptet changes for July and August, and any change to the price lists. If you have that information, write to us and we will add it with a source in the next edition.
Next edition
This round-up comes out quarterly and is not rewritten. The next one covers September to November 2026 and appears in early December. If something that cannot wait arrives in between, we write about it separately.
Dealing with something from this round-up on your own shop and would rather not do it yourself? What we build and on what is on the e-shop development page. Write to info@lamapixel.com or call +420 775 599 009.
