Posouzení vývoje sektoru e-commerce v ČR a srovnání s vývojem vybraných firem z maloobchodu a e-commerce

Abstract

This bachelor thesis focuses on the analysis of the development of e-commerce in the Czech Republic in the period 2018–2024 and its comparison with the development of the traditional retail sector. The aim of the thesis is to evaluate the growth dynamics of e-commerce, assess its share in the retail market, and analyze differences between individual business models. The thesis also examines the main factors influencing market development, particularly the impact of the COVID-19 pandemic, changes in consumer behavior, digitalization, and the growing importance of online sales.

The thesis includes a theoretical framework of e-commerce, business models, and key elements of online retail operations. The practical part is based on the analysis of revenue development, growth rates, and the share of e-commerce in the retail market using secondary data from professional studies and statistical sources. Furthermore, a case study of two selected companies is conducted, representing a pure e-commerce model and a combined (omnichannel) sales model.

The results show that e-commerce achieves higher growth dynamics but is also more sensitive to economic fluctuations. In contrast, the omnichannel model demonstrates greater stability and more sustainable long-term performance. The thesis concludes with recommendations and expected future market developments, particularly in relation to the increasing concentration of the e-commerce market, the strengthening of major players, and the need for specialization among smaller e-shops.