Zboží.cz reviews: how verified-customer ratings work and how to turn them on
You have a Zboží.cz profile but barely any reviews, and the option to "turn reviews on" doesn’t seem to exist anywhere in the admin. That’s because there isn’t one. On Zboží.cz verified-customer reviews are unlocked by a single thing most merchants overlook: the standard conversion code that includes the customer email. Get that right and Seznam does the rest. This guide explains how the ratings work, the rules behind the percentage you see, when buyers are actually asked, and how to set it all up on a Shopify store.
Zboží.cz in 2026: what it is and where it sits next to Heureka
Zboží.cz is a Czech price-comparison site run by Seznam.cz. It’s the second-largest shopping comparison platform in Czechia after Heureka, which makes it a channel most Czech e-shops can’t ignore. As of July 2025 Seznam rebranded its advertising product to Seznam Nákupy, but the consumer-facing comparison site keeps the name Zboží.cz. Your merchant admin is the Seller Center (Centrum prodejce), and the help documentation now lives on napoveda.sklik.cz.
If you already run Heureka’s Ověřeno zákazníky program, the mental model is similar - reviews come from real buyers, not anonymous visitors - but the mechanics differ. Czechia is unusual in having two strong comparison sites worth feeding, so it’s normal to set up both.
How Zboží.cz reviews work (shop vs. product, verified vs. logged-in)
An e-shop detail page is created automatically when you register, and reviews stay visible for up to three years. There are two kinds of feedback to keep straight:
- Shop rating - overall satisfaction with your store.
- Product reviews - feedback on a specific item.
And two kinds of reviewer:
- Verified customer (ověřený zákazník) - someone Seznam knows placed an order with you, established through your conversion code. They’re emailed to rate the shop, once per order.
- Logged-in user - a signed-in Seznam user who leaves feedback without a confirmed purchase.
The distinction matters because verified and merely-logged-in reviews are graphically distinguished on your profile. Shoppers can tell which feedback comes from confirmed buyers - and they trust those more. Buyers can review under their name or anonymously.
The 4-review rule and how the rating percentage is calculated
The rating is simply the ratio of satisfied to dissatisfied customers. If 9 of 10 customers are satisfied, you show 90%. Two details trip people up:
- The percentage is only shown once you have at least 4 reviews. Below that threshold, there’s nothing for shoppers to see - which is exactly why a profile with the conversion code switched off looks empty.
- It’s calculated over the entire period since your first review, not a rolling window. Early bad experiences keep weighing on the number, so it pays to get the collection working before you scale traffic.
The real switch: the standard conversion code with customer email
This is the part most merchants miss. You don’t toggle reviews on. You collect them by deploying the standard conversion code - the version that passes the customer email to Seznam (with a GDPR opt-out for the buyer). That email is how Seznam knows whom to invite to rate your shop.
The trap: Seznam also offers a limited, JavaScript-only measurement. It records conversions for bidding, but it does not send the customer email - so it does not generate verified-customer reviews. If you (or your developer) installed the JS-only variant, your bidding data may look fine while your review count stays at zero. The fix is to switch to the standard conversion code that includes the email.
Timing: when buyers are asked
You don’t send anything yourself - Seznam handles the outreach on a schedule tied to the order:
- Shop rating - the buyer is prompted around day 7 after the order.
- Product review - the invitation goes out after about 30 days, once they’ve had time to use the item.
So don’t panic if reviews don’t appear the day after you deploy the code. Expect the first shop ratings roughly a week after your first tracked orders, and product reviews a month out.
Replying to reviews and what you can’t do
You can reply once to a review, which is the right move for negative feedback - a calm, specific response is read by every future shopper, not just the original reviewer. What you can’t do is delete reviews. They stay up for the full retention period. Treat the reply as your only lever and use it well.
Unlike Heureka’s named Ověřeno zákazníky certificate with its blue and gold tiers, Zboží.cz surfaces the rating percentage, verified-customer marks and review counts rather than a separate trust badge. The credibility comes from the verified marks and the number itself.
How to set it up in Feedyio
- Install Feedyio from the Shopify App Store.
- Create the Zboží.cz reviews integration in the Feedyio app.
- Set it up and enable it (connect your account / API key for the channel).
- Add the custom pixel in Shopify (Settings then Customer events) using the code Feedyio gives you, so orders are tracked.
Full step-by-step instructions are in our integrations help center.
How Feedyio helps
Feedyio is a Shopify app that connects your store to Zboží.cz and 130+ other channels. For Zboží.cz it covers both halves of the job: a correctly formatted Zboží.cz product feed so your offers match and rank, and the Zboží.cz reviews integration that deploys the standard conversion code with the customer email - the switch that actually unlocks verified-customer reviews. The same setup powers conversion measurement for bidding, so you wire it up once and get both. No manual exports, no developer time.
Want verified reviews on your Zboží.cz profile and the conversion data behind them? Try Feedyio free on the Shopify App Store.