E-commerce PR drives online sales by earning third-party coverage, endorsements and influencer reach that make shoppers trust a store before they choose a product. A polished website no longer separates one online store from thousands of others. PR builds the credibility, traffic and customer relationships that a single platform feature cannot.
Online stores compete for every customer click, so brands need a plan that goes beyond the website. Public relations gives that plan eight working parts, summarized below and explained in the sections that follow. For the consumer side of this work, see 5W's consumer PR practice.
| PR tactic | What it does for the online store |
|---|---|
| Earned media and advocacy | Builds trust that advertising struggles to create |
| Third-party endorsement | Gives shoppers an independent seal of approval |
| Brand narrative | Connects the store's values to shoppers' own |
| Media exposure | Sends organic traffic to the store |
| Influencer partnerships | Borrows reach and credibility in the store's niche |
| Expert positioning | Makes the brand a reliable information source |
| Digital PR | Opens a direct line to the audience |
| Media relationships | Keeps journalists coming back to the brand |
How does PR build brand advocacy for an online store?
PR builds brand advocacy by nurturing a positive brand image through earned media instead of direct product promotion. Advertising promotes products directly, while PR takes a subtler route that cultivates trust and authenticity, which traditional e-commerce marketing tactics often find hard to create.
Why does third-party endorsement lift e-commerce sales?
Third-party endorsement lifts e-commerce sales because coverage from an independent source acts as a seal of approval. PR secures spots in industry publications, online reviews and editorial pieces.
Consumers tend to treat that coverage as more unbiased than advertising. When the media portrays a brand in a good light, it validates the brand's expertise and strengthens its credibility.
How does a brand story influence shoppers?
A brand story influences shoppers by connecting the company's values, mission and social responsibility efforts to an emotional response. PR is more than product promotion, because it shapes a positive brand image that gives customers a reason to choose the store.
That emotional bond can influence selection, because shoppers are drawn to brands that reflect their own values.
How does media exposure send traffic to an online store?
Media exposure sends traffic to an online store when well-drafted press releases and targeted outreach win placements on high-traffic publications and websites. The exposure widens the brand's circle and reaches potential customers who did not know the company existed.
Articles that feature the products or the brand story act as a springboard, sending organic traffic to the store.
What role do influencers play in e-commerce PR?
Influencers play a role in e-commerce PR by passing a brand message to an audience that already trusts them. Partnering with influencers who hold sway in the company's niche lets the brand borrow their reach and credibility and builds interest among their followers. The influencer marketing guide covers creator tiers, costs and measurement.
How does expert positioning build customer confidence?
Expert positioning builds customer confidence by establishing the brand as a reliable source of information. PR opens the door to sharing the company's expertise, through insights and commentary on industry trends and issues in media channels.
That builds the brand's reputation and positions the company as a thought leader, which strengthens customer confidence in its products or services.
What is digital PR for an e-commerce brand?
Digital PR for an e-commerce brand is the use of online channels, mainly social media engagement, content marketing and influencer outreach, to reach the target audience directly. Social platforms let a company share its brand story, join conversations and build relationships with potential customers. See 5W's social media marketing services.
Content marketing through insightful blog posts, articles and industry reports further cements the brand as a thought leader.
How do media relationships support online sales?
Media relationships support online sales by keeping journalists, bloggers and other niche influencers aware of the brand. Contact these people regularly, share interesting details about the brand, and offer insights relevant to their audience.
What did Instagram's Shop tab removal teach e-commerce brands?
The removal of Instagram's Shop tab taught e-commerce brands not to depend on one platform's commerce feature for sales. In February 2023, Instagram removed the Shop tab from its navigation bar and put a shortcut for creating content and a Reels shortcut in its place, according to Marketing Dive's report on the announcement. Instagram said businesses could still set up and run shops on the app.
The change affected businesses, especially smaller ones, that had built their marketing around the feature. Marketing Dive also reported that Meta had halted live shopping on Facebook in August 2022.
The fix is a channel the brand owns. Ask followers to join an email newsletter. That gives the business first-party data about its customers and builds more authentic, trusting relationships. Pair it with original content, which the platform has been steering brands toward, as the Instagram PR guide explains.
CONCLUSION
Build the store's sales on channels it earns or owns: coverage, endorsements, influencers and an email list.
