StartNewsTipsReputation: why this is the word of e-commerces in 2025

Reputation: why this is the word of e-commerces in 2025

E-commerce sales are expected to reach US$ 586 billion in Brazil by 2027, according to data from the Canadian payment fintech.Nuveia 70% increase compared to 2024. The "click and buy" culture expanded the market; but, with nearly 1.9 million online stores in the country, according to theBrazilian E-commerce ProfileStanding out in this sea of offers requires reputation, more than good products or competitive prices.

A company's image in front of the public can and should be worked on, 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 the most expensive and dispersed traffic, reputation has become a competitive differentiator.

"Awakening the interest of journalists and media outlets can generate spontaneous coverage in the press, and each mention by a major newspaper or magazine counts a lot for perceptions about 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 who are part of it, a task that requires expertise," evaluates Mariana Hinkel, co-founder of theNoAr AgencyPR Tech with over 14 years of experience.

For the executive, it's not just about seeking visibility. It is necessary 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 what it hasnews valuein your business, but withcreativityto provoke new conversations. This connection with the press and opinion leaders is what sustains a brand in the long term, he analyzes.

Next, Mariana shares the best PR hacks for the segment:

Conduct your own searches, looking for relevant numbers.
The press loves numbers, so even if the financial information is confidential, it is advisable to obtain interesting figures through BI analysis or surveys with the clients themselves. "When presented in an engaging way, data can be valuable for media coverage," he/she/they continues.

Volume of hires and job openings highlight growth

The press loves to publicize job openings and hiring, especially from companies in emerging markets, such as e-commerce. For such guidelines, it is essential to disclose numbers that support the news.

Use hot topics in the press to talk about your company

Do you know the termnewsjackingIt refers to taking advantage of the hottest news of the moment to talk about your company, as long as there is some connection between the topic and the product or service offered by the company, of course. But it is possible to 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 of a communication strategy to expand the regional presence. "To appear in vehicles from a specific region, you need to think about topics that resonate with the reality of that place. Talk about events, personalities, initiatives," he advises.

Position the spokesperson and their perceptions about the market
Negotiate topics that position the client as an industry expert, sharing their insights about the market. This type of content builds authority and strengthens 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.

Promote mergers and acquisitions

Journalists working in the business section love publishing articles about M&A transactions. 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 exclusive for a vehicle that will publish it first," says Mariana.

Register the company for awards to generate brand awareness
Large media outlets promote annual awards and rankings that can help strengthen a brand's reputation. By achieving a good position, recognition can be used as a hook in a story to generateawareness.

E-Commerce Update
E-Commerce Updatehttps://www.ecommerceupdate.org
E-Commerce Update is a leading company in the Brazilian market, specialized in producing and disseminating high-quality content about the e-commerce sector.
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