Sales in e-commerce are expected to reach US$ 586 billion in Brazil by 2027, according to data from the Canadian payment fintech Nuvei, a 70% increase compared to 2024. The “click and buy” culture has expanded the market, but with nearly 1.9 million online stores in the country, as stated by Perfil do E-commerce Brasileiro, standing out in this sea of offerings, more than just good products or competitive prices, requires reputation.
A company’s image in the public eye can and should be cultivated, especially in already saturated markets. At the same time, artificial intelligence and digital behavior changes have diminished the impact of paid media, which for years were the main driver of e-commerce. With more expensive and dispersed traffic, reputation has become a competitive advantage.
“Capturing the interest of journalists and media outlets can lead to spontaneous press mentions, and every mention by a major newspaper or magazine matters greatly for brand perceptions. It’s not enough to talk about your products and services; PR is about telling the story of your business and the people behind it, a task that requires expertise,” assesses Mariana Hinkel, co-founder of Agência NoAr, a PR tech agency with over 14 years of experience.
For the executive, it’s not only about seeking visibility. It is essential to understand the audience’s needs, find market differentiators, and monitor the segment in the media. ‘Whether in e-commerce or other sectors, a good PR job will find what has news value in your business, but with creativity to spark new conversations. This connection with the press and opinion makers is what sustains a brand in the long term,’ she analyzes.
Next, Mariana shares the best PR hacks for the segment:
Launch your own research, seeking numbers of interest
The press loves numbers, so even if financial information is confidential, it is advisable to obtain interesting numbers through BI analysis or surveys with customers. ‘When presented in an engaging way, data can be valuable for media coverage,’ she continues.
Hiring volume and job openings highlight growth
The press loves to report job openings and hirings, especially from companies in growing markets like e-commerce. For topics like these, it’s essential to share numbers that support the news.
Use hot topics in the press to talk about your company
Do you know the term newsjacking? It refers to seizing the hottest news of the moment to talk about your company, as long as there is a connection between the agenda and the product or service offered by the company, of course. But you can use creativity and think of unusual connections.
Use local numbers in regional agendas
When the client wants to grow in a specific city or state, it is important to think about a communication strategy to expand regional presence. “To appear on vehicles in a particular region, it is necessary to consider agendas that resonate with the reality of that place. Talk about events, personalities, initiatives”, advises.
Position the spokesperson and their perceptions about the market
Negotiate agendas that position the client as an expert in the segment, bringing their insights into the market. This type of content builds authority and reinforces the relationship with journalists. It is also interesting to create educational content about the segment. “The press loves informative content that brings trends, recommendations, and tips. Take advantage of the space to help consumers make better decisions, including your product”, suggests the executive.
Publicize mergers and acquisitions
Journalists working in the business editorial love to publish articles about M&A operations. This happens for two reasons: mergers and acquisitions show the company’s growth and market movement. “If the numbers of these transactions are significant, the PR team can negotiate as an exclusive to a vehicle that will release it first-hand”, says Mariana.
Enter the company in awards to generate brand awareness
Major media outlets promote annual awards and rankings that can help reinforce a brand’s reputation. By achieving a good positioning, recognition can be used as a hook in an agenda to generate awareness.
