An online shop for cash registers and payment terminals for the Czech market
AxisPOS is a new online shop at axispos.cz that we are building for the Slovak company AXIS servis, from the brand to the sales strategy. We aim to launch it before 1 January 2027, when the Czech law on recording sales comes into force.
Challenge
From 1 January 2027 the Czech law on recording sales (EET 2.0, act 180/2026 Sb.) comes into force. The client AXIS servis wants to enter that market with its own Czech online shop, without yet having a brand, a shop or customers in Czechia.
Solution
We are not building just an online shop. First we created the brand, then we designed and built the shop, and alongside we checked which businesses in Czechia are a good fit for cash registers and terminals and how to reach them.
What we are building for AxisPOS
Six parts that make up the whole shop, from the brand to the sales path.
Brand from scratch
Logo, colours and a brand manual, including icons for the favicon and social profiles.
Shop design
A gallery of elements and sections, plus a cart and checkout designed separately for computer and phone.
A catalogue of 101 products
Products taken over from the client's Slovak shop, translated into Czech and sorted into categories.
Product pages
Variants, a photo gallery and customer reviews with photos.
Buying for businesses
Company details filled in from the Czech business register ARES by company ID, a switch between prices with and without VAT, and payment by invoice.
The sales path
Separate landing pages for different types of business and a short quiz that sends the visitor to the right one.
Brand
A brand from scratch
We explored several logo directions: a monogram, contactless waves and a receipt motif. The client and his team chose the wordmark "axispos" in the typeface Darker Grotesque, with a heavy "axis" and a light "pos", plus a small symbol of three contactless waves.
- Dark green #0F2E22 and lime #C8FF3D on a warm cream background
- We dropped blue because it looked like a bank
- A logo manual with examples of right and wrong use
- Icons for the favicon and social media profiles
Design
Shop design
We first designed the shop as a gallery of elements and sections, meaning buttons, cards, badges and forms, in a calm "glass on cream plus dark green panels" style. The cart and checkout follow our LeanAbs shop. Phone layouts are drawn separately, not as a shrunken desktop version.
- The cart is a side drawer that slides in without leaving the page
- Guest checkout, step by step
- Company details filled in by company ID from the ARES register
- A switch between prices with and without VAT, and payment by invoice
Shop
Shop structure
We took over a catalogue of 101 products from the client's Slovak shop, translated it into Czech and sorted it into categories: cash registers, payment terminals, a register and terminal in one, printers, accessories and services.
- A catalogue of 101 products in Czech
- Categories based on what the customer is looking for
- Product pages with variants and a photo gallery
- Customer reviews with photos
Sales strategy
Who to sell registers to, and how
Research of the Czech market first pointed to dental and medical practices. A check showed that the software they use already contains EET 2.0, so they do not need a register. Tradespeople mostly take cash. So the shop targets businesses that take cards on the spot and have no software with built-in recording: car services, salons and massage, sport and entertainment, vets and private practices.
- Each group has its own landing page
- A short quiz asks the type of business and sends the visitor to the right page with a recommended set
- Message: register and terminal in one, set up remotely, Czech support
- We reach out through a partner (a software supplier) and handwritten letters; we do not cold e-mail, because in Czechia it needs consent
What we are building and on what
- Online shop and admin (Next.js, React)
- Database (PostgreSQL, Supabase)
- FiskalPay payment gateway and QR payment
- Shipping through Packeta
- Connection to the Czech business register ARES
- The same foundation as the LeanAbs shop
More screens
The quiz, a product and the register-and-terminal page in the shop under construction.
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