As AI becomes part of how consumers search for products, compare alternatives and decide where to shop, I find myself coming back to something I’ve seen repeatedly in my work with ecommerce brands: the importance of getting the basics right. Product information, clear navigation and reliable product availability details may not attract as much attention as new shopping technologies, but they continue to shape the customer experience. Recent research in the Czech Republic brings an interesting perspective on just how much these elements matter to online shoppers.

According to the E-commerce Study 2026 published by the Association for Electronic Commerce (APEK), 87% of surveyed Czech online shoppers consider quality product descriptions important, 84% value clear website navigation, and 83% value reliable information about product availability. These findings are worth considering as ecommerce businesses invest in new technologies. Customers still consider it highly important to understand what they are buying, to find the information they need and to know whether a product is available. Product information ranks ahead of price in reported importance.

Price and delivery costs remain important considerations in online shopping. Yet APEK’s findings suggest that they are not the only priorities Czech shoppers consider when evaluating an online store. The study reports that 80% of respondents value the lowest price and 77% free shipping, compared with 87% who consider quality product descriptions important.

The difference is interesting, although these figures measure reported importance rather than actual purchasing decisions. Product descriptions help customers understand features, evaluate suitability and compare alternatives. Clear navigation makes relevant information easier to find, while accurate availability details help customers assess whether a retailer can meet their expectations. Together, these elements shape the shopping experience well before checkout.

Delivery preferences also feature prominently in the research. 83% of respondents consider the option of collecting orders from parcel lockers important, highlighting the role that delivery choice plays in how Czech shoppers evaluate ecommerce services. AI is entering the shopping journey, primarily as an assistant.

The same research found that 50% of surveyed Czech online shoppers have already used AI in some way to help choose a product or online store. However, this doesn’t mean half of Czech shoppers are making purchases through autonomous shopping agents. The most commonly reported uses include comparing products (23%), selecting product specifications (22%) and finding suitable products (21%). For now, the findings suggest that AI is primarily supporting research and product evaluation rather than taking over the purchasing process.

That distinction matters for ecommerce businesses. AI introduces another way for customers to discover products and evaluate alternatives. But whether customers arrive through traditional search, an online marketplace or an AI-assisted recommendation, the information they encounter still needs to help them make an informed decision.

What this means for ecommerce businesses

For retailers operating in Czech Republic, the findings offer a useful reminder that new discovery technologies and the existing customer journey should not be treated as separate priorities. Clear product descriptions, understandable category structures, accurate availability information and dependable delivery options all contribute to how customers experience an online store.

For international brands entering the Czech market, these expectations also have implications for localization. Translating product information is only one part of making it useful. Customers need descriptions that communicate relevant product details, terminology that reflects local shopping habits, and information that remains consistent across product pages, sales channels, and customer communications.

As AI becomes more involved in product discovery, businesses may need to pay even closer attention to how their product information is structured, maintained and communicated. The research does not tell us whether AI will change which factors Czech shoppers consider most important. It does, however, show that clear product information and a dependable shopping experience continue to matter. The way customers find products is changing. The need for clear, reliable information is not.

Sources

• APEK — E-commerce Study 2026: Czech online shopping trends, published 24 September 2026.

Research note: The findings come from APEK’s E-commerce Study 2026, based on an online survey of 1,504 respondents conducted by ResSolution. The full study is available to APEK members; this article draws on the findings publicly released by APEK on 24 September 2026.