{"id":107894,"date":"2026-06-01T05:55:43","date_gmt":"2026-06-01T03:55:43","guid":{"rendered":"https:\/\/www.infokuryr.cz\/n\/?p=107894"},"modified":"2026-06-01T05:55:43","modified_gmt":"2026-06-01T03:55:43","slug":"jak-digitalni-platformy-nove-definuji-urcite-mezinarodni-ekonomicke-modely","status":"publish","type":"post","link":"https:\/\/www.infokuryr.cz\/n\/2026\/06\/01\/jak-digitalni-platformy-nove-definuji-urcite-mezinarodni-ekonomicke-modely\/","title":{"rendered":"Jak digit\u00e1ln\u00ed platformy nov\u011b definuj\u00ed ur\u010dit\u00e9 mezin\u00e1rodn\u00ed ekonomick\u00e9 modely"},"content":{"rendered":"
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P\u0159ed dvaceti lety vy\u017eadovalo budov\u00e1n\u00ed mezin\u00e1rodn\u00ed p\u0159\u00edtomnosti lok\u00e1ln\u00ed kancel\u00e1\u0159e a roky vyjedn\u00e1v\u00e1n\u00ed. Do roku 2026 m\u016f\u017ee dob\u0159e vybudovan\u00e1 digit\u00e1ln\u00ed platforma p\u0159ekro\u010dit hranice b\u011bhem n\u011bkolika m\u011bs\u00edc\u016f. Glob\u00e1ln\u00ed elektronick\u00fd obchod p\u0159ekro\u010dil 7 bilion\u016f dolar\u016f a tr\u017ei\u0161t\u011b zachycuj\u00ed 70 % glob\u00e1ln\u00edch online prodej\u016f. Pro ty, kte\u0159\u00ed se dok\u00e1\u017eou p\u0159izp\u016fsobit, tento posun otev\u00edr\u00e1 p\u0159\u00edle\u017eitosti, kter\u00e9 tradi\u010dn\u00ed modely jednodu\u0161e nemohly poskytnout.<\/span><\/p>\n

Platformy odstranily geografick\u00e9 t\u0159en\u00ed<\/span><\/h3>\n

Mezin\u00e1rodn\u00ed obchod je ji\u017e dlouho brzd\u011bn stejn\u00fdmi p\u0159ek\u00e1\u017ekami: logistick\u00fdmi n\u00e1klady, regula\u010dn\u00edmi bari\u00e9rami a nedostate\u010dnou znalost\u00ed m\u00edstn\u00edch trh\u016f. Digit\u00e1ln\u00ed platformy tyto p\u0159ek\u00e1\u017eky v\u00fdrazn\u011b zm\u00edrnily. D\u016fkazem toho je, \u017ee podle Francouzsk\u00e9 federace pro elektronick\u00fd obchod a prodej na d\u00e1lku (FEVAD) ji\u017e v roce 2025 73 % francouzsk\u00fdch e-commerce str\u00e1nek prod\u00e1valo mezin\u00e1rodn\u011b. Mezin\u00e1rodn\u00ed rozvoj se stal pro e-shopy nejvy\u0161\u0161\u00ed investi\u010dn\u00ed prioritou. P\u0159ed p\u011bti lety tomu tak nebylo.<\/span><\/p>\n

Tento trend ovliv\u0148uje slu\u017eby, m\u00e9dia, z\u00e1bavu a finance. Spole\u010dnost, kter\u00e1 d\u0159\u00edve distribuovala sv\u00e9 slu\u017eby na jednom trhu, nyn\u00ed m\u016f\u017ee oslovit mezin\u00e1rodn\u00ed klientelu, ani\u017e by musela otev\u00edrat jedinou kancel\u00e1\u0159 v zahrani\u010d\u00ed, pokud vyu\u017eije spr\u00e1vnou digit\u00e1ln\u00ed infrastrukturu. Platforma se st\u00e1v\u00e1 \u00fazem\u00edm. A toto \u00fazem\u00ed nezn\u00e1 hranic.<\/span><\/p>\n

Sportovn\u00ed s\u00e1zen\u00ed, streamov\u00e1n\u00ed, esporty: online z\u00e1bava je v \u010dele<\/span><\/h3>\n

Obzvl\u00e1\u0161t\u011b dobr\u00fdm p\u0159\u00edkladem tohoto jevu je sektor online sportovn\u00ed z\u00e1bavy. Provozovatel\u00e9 se s\u00eddlem v Evrop\u011b nyn\u00ed expanduj\u00ed na severoamerick\u00e9 a asijsk\u00e9 trhy rychlost\u00ed, kter\u00e9 tradi\u010dn\u00ed modely expanze nedok\u00e1zaly dos\u00e1hnout. To plat\u00ed i pro n\u011bkter\u00e9 evropsk\u00e9 provozovatele sportovn\u00edch s\u00e1zek, kte\u0159\u00ed se etablovali v Kanad\u011b od otev\u0159en\u00ed trhu v roce 2021, jako nap\u0159\u00edklad\u00a0<\/span>tonybet.ca\/fr<\/span><\/a>\u00a0, ani\u017e by museli od z\u00e1kladu znovu budovat svou infrastrukturu. Lok\u00e1ln\u00ed licence, u\u017eivatelsky p\u0159\u00edv\u011btiv\u00e9 rozhran\u00ed a platforma, kter\u00e1 se ji\u017e osv\u011bd\u010dila na jin\u00fdch trz\u00edch: model expanze zalo\u017een\u00fd na platform\u011b sni\u017euje mezn\u00ed n\u00e1klady na vstup na nov\u00e9 \u00fazem\u00ed.<\/span><\/p>\n

Tento model expanze zalo\u017een\u00fd na platform\u011b spo\u010d\u00edv\u00e1 na kl\u00ed\u010dov\u00e9 v\u00fdhod\u011b: technologii nen\u00ed nutn\u00e9 pro ka\u017ed\u00fd nov\u00fd trh znovu vytv\u00e1\u0159et. P\u0159izp\u016fsobuje se. Procesy dodr\u017eov\u00e1n\u00ed p\u0159edpis\u016f, platebn\u00ed syst\u00e9my, u\u017eivatelsk\u00e1 rozhran\u00ed \u2013 to v\u0161e je ji\u017e zavedeno. Co se m\u011bn\u00ed z jednoho trhu na druh\u00fd, je licence, jazyk a m\u00edstn\u00ed sportovn\u00ed nab\u00eddka. Mezn\u00ed n\u00e1klady na vstup na nov\u00e9 \u00fazem\u00ed jsou nesrovnateln\u00e9 s t\u00edm, co b\u00fdvalo v \u00e9\u0159e tradi\u010dn\u00edch model\u016f.<\/span><\/p>\n

Amazon, Alibaba, Mercado Libre: kdy\u017e platforma nahrad\u00ed obchod<\/span><\/h3>\n

Abyste si koupili \u010d\u00ednsk\u00fd produkt, nemus\u00edte chodit do obchodu Alibaba. Ani nemus\u00edte chodit do kancel\u00e1\u0159e Mercado Libre, abyste si objednali z Latinsk\u00e9 Ameriky. D\u00edky t\u011bmto platform\u00e1m je glob\u00e1ln\u00ed obchod dostupn\u00fd z telefonu, bez jak\u00fdchkoli fyzick\u00fdch zprost\u0159edkovatel\u016f. V Asii prob\u00edh\u00e1 97 % online prodej\u016f p\u0159es tr\u017ei\u0161t\u011b. V Latinsk\u00e9 Americe je to 96 %. Pro spole\u010dnost, kter\u00e1 chce prod\u00e1vat mezin\u00e1rodn\u011b, je to skute\u010dn\u00e1 p\u0159\u00edle\u017eitost: oslovit miliony zahrani\u010dn\u00edch z\u00e1kazn\u00edk\u016f, ani\u017e by musela otev\u0159\u00edt jedinou kancel\u00e1\u0159 v zahrani\u010d\u00ed. H\u00e1\u010dek je v tom, \u017ee mus\u00edte hr\u00e1t podle pravidel platformy. Provize, algoritmick\u00e1 viditelnost, smluvn\u00ed podm\u00ednky: pole je otev\u0159en\u00e9, ale pat\u0159\u00ed n\u011bkomu jin\u00e9mu.<\/span><\/p>\n

Um\u011bl\u00e1 inteligence personalizuje to, co globalizace homogenizovala<\/span><\/h3>\n

Mezin\u00e1rodn\u00ed prodej dlouho znamenal nab\u00edzet v\u0161ude tot\u00e9\u017e, p\u0159elo\u017een\u00e9 do spr\u00e1vn\u00e9ho jazyka. Digit\u00e1ln\u00ed platformy to zm\u011bnily. Podle FEVAD ji\u017e do roku 2025 82 % e-commerce spole\u010dnost\u00ed pou\u017e\u00edvalo generativn\u00ed um\u011blou inteligenci. Doporu\u010den\u00ed, ceny a obsah se v re\u00e1ln\u00e9m \u010dase p\u0159izp\u016fsobuj\u00ed profilu ka\u017ed\u00e9ho u\u017eivatele, a\u0165 u\u017e se nach\u00e1z\u00ed kdekoli. Stejn\u00e1 slu\u017eba m\u016f\u017ee b\u00fdt prezentov\u00e1na odli\u0161n\u011b frankofonn\u00edmu kanadsk\u00e9mu u\u017eivateli, francouzsk\u00e9mu u\u017eivateli a belgick\u00e9mu u\u017eivateli v z\u00e1vislosti na jejich zvyklostech, preferenc\u00edch a m\u00edstn\u00edch p\u0159edpisech, kter\u00e9 se na n\u011b vztahuj\u00ed. Tuto \u00farove\u0148 adaptace nebylo mo\u017en\u00e9 nasadit ve velk\u00e9m m\u011b\u0159\u00edtku p\u0159ed deseti lety. Dnes je to p\u0159esn\u011b to, co u\u017eivatel\u00e9 o\u010dek\u00e1vaj\u00ed.<\/span><\/p>\n

Afrika a Latinsk\u00e1 Amerika, dal\u0161\u00ed trhy, kter\u00e9 se p\u0159esunou<\/span><\/h3>\n

R\u016fst digit\u00e1ln\u00edch platforem se ji\u017e neomezuje pouze na Evropu nebo Severn\u00ed Ameriku. Latinsk\u00e1 Amerika a Afrika se py\u0161n\u00ed nejvy\u0161\u0161\u00edmi m\u00edrami r\u016fstu elektronick\u00e9ho obchodov\u00e1n\u00ed na sv\u011bt\u011b, s projekcemi +36 %, respektive +52 % do roku 2028, uv\u00e1d\u00ed ECDB. St\u00e1le dostupn\u011bj\u0161\u00ed chytr\u00e9 telefony, roz\u0161i\u0159uj\u00edc\u00ed se st\u0159edn\u00ed t\u0159\u00edda a tradi\u010dn\u00ed bankovn\u00ed syst\u00e9my, kter\u00e9 p\u0159ij\u00edmaj\u00ed mobiln\u00ed platebn\u00ed \u0159e\u0161en\u00ed: podm\u00ednky pro tyto regiony jsou zral\u00e9 k tomu, aby sv\u00fdm vlastn\u00edm tempem replikovaly digit\u00e1ln\u00ed transformaci, kterou za\u017e\u00edvaj\u00ed rozvinut\u00e9 trhy. Pro spole\u010dnosti, kter\u00e9 p\u0159ich\u00e1zej\u00ed brzy a maj\u00ed ji\u017e zaveden\u00e9 platformy, jsou p\u0159\u00edle\u017eitosti st\u00e1le \u0161iroce otev\u0159en\u00e9.<\/span><\/p>\n

Digit\u00e1ln\u00ed platformy nezm\u011bnily jen zp\u016fsob, jak\u00fdm nakupujeme nebo se bav\u00edme. Zm\u011bnily i to, co znamen\u00e1 existovat na mezin\u00e1rodn\u00edm trhu. Geografick\u00e1 vzd\u00e1lenost je m\u00e9n\u011b d\u016fle\u017eit\u00e1. Kvalita platformy je v\u0161ak d\u016fle\u017eit\u011bj\u0161\u00ed ne\u017e kdy jindy. Spole\u010dnosti, kter\u00e9 to ch\u00e1pou, se ji\u017e nesna\u017e\u00ed etablovat v konkr\u00e9tn\u00edch zem\u00edch. Sna\u017e\u00ed se budovat platformy, kter\u00e9 se dok\u00e1\u017e\u00ed p\u0159izp\u016fsobit ka\u017ed\u00e9 z nich.<\/span><\/p>\n

ZDROJ<\/a><\/span><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

P\u0159ed dvaceti lety vy\u017eadovalo budov\u00e1n\u00ed mezin\u00e1rodn\u00ed p\u0159\u00edtomnosti lok\u00e1ln\u00ed kancel\u00e1\u0159e a roky vyjedn\u00e1v\u00e1n\u00ed. Do roku 2026…<\/p>\n","protected":false},"author":2,"featured_media":107895,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[7],"tags":[3101,1042,647,7592],"_links":{"self":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/posts\/107894"}],"collection":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/comments?post=107894"}],"version-history":[{"count":0,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/posts\/107894\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/media\/107895"}],"wp:attachment":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/media?parent=107894"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/categories?post=107894"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/tags?post=107894"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}