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

E-commerce sales are expected to reach US$1.4 trillion in Brazil by 2027, according to data from Canadian payments fintech. Clouds, an increase of 70% compared to 2024. The “click and buy” culture expanded the market; but, with almost 1.9 million virtual stores in the country, according to the Brazilian E-commerce Profile, standing out in this sea of offers, more than good products or competitive prices, requires reputation.

A company's image in the eyes of the public can and should be improved, 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 driver of e-commerce. With traffic becoming more expensive and dispersed, reputation has become a competitive differentiator.

"Spooking the interest of journalists and media outlets can generate spontaneous press releases, and every mention made by a major newspaper or magazine counts heavily for brand perception. It's not enough to talk about your products and services; PR is about telling the story of your business and the people who make it happen, a task that requires expertise," says Mariana Hinkel, co-founder of NoAr Agency, PR tech with over 14 years of experience.

For the executive, it's not just about seeking visibility. It's about understanding the audience's needs, identifying market differentiators, and monitoring the segment in the media. "Whether in e-commerce or other sectors, good PR work will find what's right for you." 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,” he analyzes.

Below, Mariana shares the best PR hacks for the industry:

Launch your own surveys, looking for numbers of interest
The press loves numbers, so even if the financial information is confidential, it's advisable to obtain interesting figures through BI analysis or customer surveys. "When presented in an engaging way, data can be valuable for media coverage," he continues.

Hiring volume and vacancies show growth

The press loves to report on job openings and hiring, especially for companies in growing markets like e-commerce. For stories like this, it's crucial to publish numbers that corroborate the news.

Use hot topics in the press to talk about your company

Do you know the term? newsjacking? It refers to using the hottest news of the moment to talk about your company, as long as there's some connection between the topic and the product or service offered by the company, of course. But you can get creative and think of unusual connections.

Use local numbers for regional agendas
When a client wants to grow in a specific city or state, it's important to develop a communication strategy to expand their regional presence. "To appear in media outlets in a specific region, you need to think about topics that speak to the local reality. Talk about events, personalities, and initiatives," he advises.

Position the spokesperson and their perceptions of the market
Negotiate stories 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 beneficial to create educational content about the segment. "The press loves informative content that features trends, recommendations, and tips. Take advantage of this opportunity to help consumers make better decisions, including about your product," suggests the executive.

Disclose mergers and acquisitions

Journalists working in the business department love to publish stories about M&A deals. This happens for two reasons: mergers and acquisitions demonstrate a company's growth and market movement. "If the numbers from these transactions are significant, the PR team can negotiate an exclusive with a media outlet that will publish it first," says Mariana.

Enter your company for awards to generate brand awareness
Major media outlets promote annual awards and rankings that can help strengthen a brand's reputation. By achieving good positioning, recognition can be used as a hook for a story to generate buzz. awareness.