Most ecommerce brands think about press releases when they launch a new product.
That makes sense. A new product gives you a clear headline, a clear audience, and a reason to reach out.
But if product launches are the only time you use press releases, you are leaving useful stories on the table.
Ecommerce is not just about what you sell. It is about what is changing: customer behavior, buying seasons, fulfillment, partnerships, trust, and loyalty.
Start with the question journalists care about
Before you write a release, ask this:
Why would anyone outside our company care?
That question keeps your press release from turning into a product page. A journalist is not looking for a list of features. They are looking for a timely story, a useful trend, or a business move that says something larger about the market.
For ecommerce brands, that could mean:
- A change in how customers are buying
- A seasonal trend backed by your own sales data
- A new shipping or fulfillment approach
- A partnership with a nonprofit, creator, retailer, or manufacturer
- A customer milestone
- A response to a common industry problem
- A new return, repair, resale, or sustainability program
Returns are not a side issue for ecommerce. The National Retail Federation reported that online returns were expected to reach 19.3% of online sales in 2025. If your brand has found a practical way to reduce returns, improve sizing, cut waste, or make exchanges easier, that can be a story.
Use your own data
Small ecommerce brands often underestimate their data.
You may not have a national survey. That is fine. You still have signals.
What sold earlier than expected? Which category grew fastest? What did customers ask for again and again? Which region surprised you?
A simple release might say:
“Independent home goods brand sees 42% increase in early holiday orders as shoppers buy practical gifts sooner.”
That is more interesting than:
“Brand announces holiday sale.”
One tells a story. The other asks for attention.
You can also build a release around retention. Shopify notes that customer retention means keeping existing customers coming back over time, not just chasing new buyers. If you launch a loyalty program, subscription option, repair service, or customer education series, frame it around the customer problem it solves.
Announce business moves, not just products
A product launch says, “Here is something new.”
A stronger ecommerce press release says, “Here is how we are growing, adapting, or serving customers better.”
Consider these angles:
New channel: Your online brand is entering wholesale, retail, marketplaces, or pop-ups.
New audience: You are expanding into a new customer segment or geographic market.
New partnership: You are working with a creator, manufacturer, charity, supplier, or complementary brand.
New operation: You opened a fulfillment center, shortened delivery times, added local pickup, or changed packaging.
New proof: You reached a sales milestone, customer count, repeat purchase milestone, review milestone, or award.
None of these need to sound inflated. They work better when they are specific and grounded.
Tie announcements to seasons
Ecommerce has a calendar. Use it.
Back-to-school, holidays, Valentine’s Day, spring cleaning, wedding season, summer travel, Small Business Saturday, and industry-specific buying cycles can all create timely hooks.
The trick is to avoid fake urgency.
“New fall collection now available” is thin.
“Pet brand launches emergency travel kit ahead of summer road trip season after customer survey shows…” is stronger.
The season gives the story timing. The customer insight gives it weight.
Build trust after the sale
Press releases can also support credibility.
Maybe you introduce a better return policy. Maybe you publish a transparency report. Maybe you move production closer to home. Maybe you add third-party testing.
These stories may not create a sales spike overnight. But they help answer a quiet question buyers ask before ordering from a brand they do not know:
Can I trust these people?
Advertising can put you in front of shoppers. A clear, credible announcement can make them feel safer taking the next step.
For more ecommerce-specific release angles, this eReleases guide on press releases for ecommerce brands is a useful companion piece.
Keep the release useful
A good ecommerce press release should include a clear news angle, one strong headline, a short summary of what changed, specific numbers when you have them, a human quote, a relevant link, and contact information.
The goal is not to make your brand sound bigger than it is. The goal is to make the news easy to understand and easy to use.
Product launches still matter. But they are only one chapter.
If your ecommerce brand is learning something, solving something, improving something, or growing in a way customers care about, you may have a press release worth sending.
Mickie Kennedy founded eReleases.com in 1998 after watching PR firms charge small businesses a $20,000 minimum for a single press release. For 27 years, he’s been closing that gap — distributing 150,000+ releases via Cision PR Newswire, serving 30,000+ clients including Manscaped, Squatty Potty, and 40+ Shark Tank brands, and generating $132M+ in earned media. A sought-after podcast guest and two-time Amazon bestselling author of Beginner’s Guide to Writing Powerful Press Releases and The PR Strategy Manifesto. Mickie holds an MFA in Creative Writing from George Mason University. Based in Baltimore, MD. LinkedIn