Výběr a řízení partnerských vztahů v e-commerce: Slevomat Case Study

The aim of this bachelor’s thesis is to identify and evaluate the manner in which the e-commerce platform Slevomat selects its business partners and manages mutual cooperation. Based on the analysis of secondary and primary data, I formulate recommendations for optimizing their management. The thesis is based on the analysis of secondary sources, which define e-commerce, its models, key trends, the partner selection process, performance measurement, and power dynamics in commercial relationships. Subsequently, qualitative primary research was conducted, utilizing data collected via semi-structured interviews with the platform’s sales representatives and partners, and analyzed using thematic analysis and SWOT analysis. The analysis demonstrated that relationship management at Slevomat successfully relies on a model of flexible cooperation and personal trust. However, key sustainability factors are threatened by internal weaknesses, particularly the lack of systematic KPI formalization and the absence of modern CRM systems, often leading to communication disputes. Based on a comprehensive evaluation, a set of recommendations for optimization was proposed, focusing on standardizing performance metrics, implementing AI tools for relationship administration, and training sales representatives in behavioral power management. The thesis provides a practical foundation for increasing efficiency and reducing risk in partner relationships.