Reebok cancels orders after pricing glitch on Czech e-shop

American sportswear brand Reebok mistakenly offered products at drastically reduced prices on its Czech e-commerce site over the weekend, triggering a nationwide buying frenzy. The company has since begun canceling orders and issuing refunds, citing an apparent currency conversion error.

Customers were able to order men’s t-shirts for CZK 28, women’s shirts for CZK 16, and running shoes for just CZK 80. The mistake occurred when the e-shop seemingly listed prices in euros but processed them as crowns.

Social media users quickly noticed the pricing anomaly and shared order confirmations—some with numbers starting in the CZK 400,000 range—suggesting a surge in purchases.

Reebok’s website terms allow the company to cancel orders in cases of pricing errors. “If the correct price is higher than listed, we may contact you before shipping or reject the order,” the site states. The company has not commented publicly.

Jan Vetyška, executive director of the Czech Electronic Commerce Association, confirmed merchants have the right to cancel sales based on obvious pricing mistakes.

“No contract was actually concluded—only orders were canceled,” Vetyška said in a social post.

ČT24 noted that pricing errors occasionally result in fulfilled orders. Milan Polák, former CEO of Czech fashion retailer ZOOT, recalled once honoring a pricing mistake that allowed shoppers to purchase items for a crown. “It was our fault. We had disabled the safeguard against negative margins,” he said.

However, most companies reverse such sales. Electronics retailer Alza previously canceled discounted orders due to an error, and Lego once listed its popular building kits for just a few crowns before retracting the deal.

Industry experts advise consumers not to expect fulfillment when prices are clearly incorrect. Customers who placed orders on the Reebok site have begun receiving cancellation notices and automatic refunds.

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