E-commerce sales are projected to reach US$586 billion in Brazil by 2027, according to data from the Canadian payments 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, according to the Brazilian E-commerce Profile, standing out in this sea of offers requires more than just good products or competitive prices—it demands reputation.
A company’s public image can and should be cultivated, especially in already saturated markets. At the same time, artificial intelligence and changes in digital behavior have diminished the impact of paid media, which for years was the main lever for e-commerce. With traffic becoming more expensive and dispersed, reputation has become a competitive differentiator.
“Capturing the interest of journalists and media outlets can generate spontaneous press coverage, and every mention by a major newspaper or magazine carries significant weight in shaping perceptions of the brand. 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,” says Mariana Hinkel, co-founder of Agência NoAr, a PR tech agency with over 14 years of experience.
For the executive, it’s not just about seeking visibility. It’s essential to understand the audience’s needs, identify market differentiators, and monitor the segment in the media. “Whether in e-commerce or other sectors, good PR work will find the news value in your business but with creativity to spark new conversations. This connection with the press and opinion leaders is what sustains a brand in the long term,” she analyzes.
Below, Mariana shares the best PR hacks for the segment:
Launch your own surveys, seeking interesting numbers
The press loves numbers, so even if financial information is confidential, it’s advisable to gather interesting figures through BI analysis or customer surveys. “When presented compellingly, data can be valuable for media coverage,” she adds.
Hiring volume and job openings highlight growth
The press loves to feature job openings and hires, especially from companies in rising markets like e-commerce. For such topics, it’s crucial 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 leveraging the hottest news of the moment to talk about your company, provided there’s some connection between the topic and the product or service offered by the company, of course. But creativity can be used to think of unexpected connections.
Use local numbers in regional topics
When a client wants to grow in a specific city or state, it’s important to develop a communication strategy to expand regional presence. “To appear in regional media, think of topics that resonate with the local reality. Talk about events, personalities, initiatives,” she advises.
Position the spokesperson and their market insights
Negotiate topics that position the client as an expert in the segment, sharing their market insights. This type of content builds authority and strengthens relationships with journalists. It’s also interesting to create educational content about the segment. “The press loves informative content that brings trends, recommendations, and tips. Use the space to help consumers make better decisions, including your product,” suggests the executive.
Announce mergers and acquisitions
Journalists covering business love to publish stories about M&A operations. This happens for two reasons: mergers and acquisitions show company growth and market movement. “If the numbers from these transactions are significant, the PR team can negotiate exclusivity with a media outlet for a first-hand release,” 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. Achieving a good position can be leveraged as a hook in a story to generate awareness.
