Running a successful Shopify store is about more than just having great products and a beautiful design. To stand out in an increasingly competitive e-commerce landscape, you need to build awareness, earn trust, and drive traffic, and that’s where digital PR comes in.
Digital PR isn’t just for big corporations. For Shopify brands, it can be a game-changer, helping to grow your online presence, increase sales, and attract loyal customers.
Here are some of the best digital PR strategies that Shopify brands should use.
1. Leverage Product-Focused Outreach
One of the easiest wins for Shopify brands is getting your products featured in gift guides, round-ups, and “best of” articles. Journalists and bloggers are always on the lookout for interesting new products, especially around seasonal trends like Christmas, Valentine’s Day, or back-to-school.
Pro tip: Create a press-friendly product page with high-res images, clear pricing, and a short brand story to make it easy for journalists to cover your products.
2. Collaborate with Influencers and Micro-Influencers
Influencers can serve as both media and amplifiers. Collaborate with relevant influencers in your niche who share your brand values. Micro-influencers, with smaller but more engaged audiences, are especially valuable for Shopify brands looking to build credibility and generate word-of-mouth buzz.
Their reviews, unboxings, and social posts can often spark organic press coverage and backlinks.
3. Create Data-Led Stories and Insights
If you have access to interesting customer data, sales trends, or unique insights about your industry, turn them into a compelling story. Journalists love data-driven content, and it’s a fantastic way to earn editorial coverage in high-authority publications.
For example, “Sales of eco-friendly homeware up 150% since January” could become a timely news piece.
4. Optimise for SEO with Linkable Assets
Digital PR works best when it supports your SEO. Create valuable, linkable content on your site, such as buying guides, how-to articles, or product comparisons, and use outreach to get them featured by relevant publishers.
Every quality backlink you earn improves your site’s authority, which helps your Shopify store rank higher on Google.
5. Tap Into Local and Niche Media
Don't just chase the big national publications. Local newspapers, niche blogs, and industry-specific sites can be just as effective, and often easier to get featured in.
For example, if you sell handmade dog accessories, a feature in a leading pet blog or local lifestyle site could drive highly targeted traffic to your Shopify store.
6. Run Creative Campaigns That Tell a Story
Digital PR loves a story, so give people something worth talking about. Whether it's a quirky product launch, a charity partnership, or a customer success story, creative campaigns help you earn coverage beyond standard product promotion.
Aim to spark emotion, curiosity, or conversation; it’s what makes stories spread.
Final Thoughts
For Shopify brands, digital PR is one of the smartest ways to build awareness, drive traffic, and improve search rankings, all without relying solely on paid ads.
By combining clever storytelling, SEO-friendly content, and genuine outreach, you can turn your products into headlines and browsers into buyers.
