Google Shopping in Czechia: koruna pricing and a feed full of diacritics
Founder · Gezar & TheCSSPartner
Runs Gezar and TheCSSPartner, an authorised Comparison Shopping Service for Google Shopping. Grenaa, Denmark (CVR 42476226).
4 min
The Czech Republic is a non-euro EU market, so your spend and saving are in koruna. The 20 € per shop per month price still applies with no per-country surcharge.
Czechia is in the EU and not in the euro
Prices are in koruna, and the rate moves against the euro. A euro price list converted once will drift, quietly, while nothing appears to break.
Decide how often you re-price before launch rather than discovering the gap later.
Czech carries háčky and čárky, and exports eat them
Czech uses č, ř, š, ž, ě, ů and more. A feed exported through a system that flattens them produces titles no shopper types, while the product page still renders correctly.
Czech also has seven cases, so a title stuck in the dictionary form misses queries a person would call identical.
Slovak looks close enough to reuse, and is not
The languages are mutually intelligible to people and entirely separate to a matching algorithm. Slovakia needs its own titles.
It is the cheapest mistake to make and one of the more expensive to leave running.
The shop systems here, and how they reach Merchant Center
Shoptet is the dominant shop system among Czech online stores, used by tens of thousands of merchants and describing itself as the leading e-commerce platform in Central and Eastern Europe. WooCommerce and the domestic platform Upgates are also present in the market, though at a smaller scale. Shoptet connects to Google Merchant Center through a built-in, hourly updated XML feed with no plugin required, WooCommerce stores use the official Google for WooCommerce plugin, and Upgates generates its Google Shopping feed through a built-in module that auto-fills GTIN, MPN and category data.
Frequently asked
Which currency do I price in?
The Czech koruna. Czechia is in the EU but not the eurozone.
Can I reuse my Slovak feed?
No. People understand both; Shopping matches strings, not understanding.
What breaks most often?
Diacritics stripped on export, and titles left in the nominative.
How big is the Czech market?
Around 10.9 million people, with strong online retail participation relative to its size.
Do I have to price in koruna?
Yes, in practice. Czech shoppers compare in koruna, and Shopping shows the price before the click.
Do I need to touch my feed to make this work?
No. Whatever gets your catalogue into Merchant Center today keeps doing exactly that. A CSS sits one layer up: it changes who submits the bid, not how the feed gets there.
What if I want to leave after switching?
Cancel any time from your portal, with no minimum term and no exit fee. Inside the first 60 days you can also just ask for your money back, no explanation required.
Do I need a second feed just for this?
No. The same feed that already reaches Merchant Center is what a CSS submits from. One feed, one Merchant Center account, no duplicate setup.
Is there a limit on how many shops I can add?
No. Pricing is per shop with an automatic volume discount from five shops, calculated from your total. Adding more shops later just recalculates that total; it does not require a new agreement.
Who do I actually talk to if something needs fixing?
A real person on our side, not an anonymous ticket queue. Support, billing and cancellation are all handled from the same portal you use to add a shop.
Does the switch pause my ads while Google processes it?
No. Your ads keep running the entire time, under whichever CSS is currently submitting them, until the new one is confirmed. There is no gap in coverage.
Is my data shared with anyone new by switching?
No. A CSS only submits the ad your Merchant Center feed already builds; it does not see your website, your customers or any data beyond what Merchant Center already exposes to any authorised party.
Does this work if I already run Performance Max, not just standard Shopping?
Yes. The bid-power effect applies to the Shopping portion of a PMax campaign specifically; the rest of the campaign runs exactly as before, because the switch happens in Merchant Center, not inside the campaign itself.
Other markets
See it on your own account
Usually live within 24 hours, from 11.66 €/month per shop, every live CSS country included, no contract.
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