Getting featured in a major publication, popular blog, or industry newsletter can send thousands of targeted visitors to your Shopify store overnight. Unlike paid ads, press coverage builds long-term credibility and often includes backlinks that improve your SEO. For Indian ecommerce brands, there are more opportunities for press coverage than most founders realise — and most require no PR agency or budget.
Why Press Coverage Matters for Indian Shopify Stores
A mention in YourStory, Inc42, The Better India, Femina, or a major lifestyle blog instantly elevates your brand’s credibility. First-time visitors who see press logos on your website are far more likely to trust and buy from you. This is why so many brands display “As seen in” sections on their homepage — it works.
Press coverage also helps with long-term organic traffic. News articles and blog features often rank on Google for years, sending referral traffic to your store long after the initial publication date.
Understanding What Journalists and Bloggers Want
Before pitching, understand what makes a story interesting to the people you are pitching. Journalists are not looking to write advertisements for your product. They are looking for:
- Unique stories: A founder who turned a personal challenge into a business, or a brand that is doing something genuinely different in its category.
- Timely angles: Connecting your story to a trending topic — sustainable packaging during Earth Week, gifting trends before Diwali, women-owned businesses during Women’s Day.
- Data and proof: Numbers make stories credible. “We have helped 10,000 customers across India” is more compelling than “we have many happy customers.”
- Social impact: Brands that employ artisans, support local communities, or have environmental commitments get disproportionate coverage in Indian media.
Indian Media Outlets to Target for Ecommerce Brands
Here are key outlets to target depending on your niche:
| Outlet | Best For |
|---|---|
| YourStory | Startup stories, founder journeys, growth milestones |
| Inc42 | Startup funding, tech, ecommerce strategy |
| The Better India | Social impact, sustainability, artisan brands |
| Femina / Vogue India | Beauty, fashion, lifestyle, women-led brands |
| Food Matters India | Food, beverage, health brands |
| Scroll.in | Culture, arts, craft, social stories |
How to Write a Media Pitch That Gets Responses
A media pitch is a short email — typically 150 to 250 words — that introduces your story angle. Here is the structure that works:
- Subject line: Lead with the story angle, not your brand name. “How a home baker in Pune built a ₹1 Cr online business during lockdown” beats “PR Opportunity — Brand Name.”
- Opening: State the story in one or two sentences. Get to the point immediately.
- The hook: Why is this relevant to their readers right now? Connect to a trend, season, or news event.
- Proof points: Two or three compelling data points or quotes.
- Call to action: Offer a quick call, more information, product samples, or an interview with the founder.
Product Review Bloggers and Content Creators
Beyond traditional media, product review bloggers and YouTube creators in your niche are often easier to approach and can have highly targeted audiences. Send personalised outreach explaining why your product is a great fit for their content, and offer to send a sample. Most smaller creators will review genuine products if they are relevant to their audience.
After receiving coverage, add the publication’s logo to your Shopify homepage using the “As Featured In” section. This social proof increases conversion rates for all visitors, not just those who came from the press link.
For help building your brand story and press strategy, get in touch with the team at OneOnic — we work with Indian and UK ecommerce brands on digital presence and growth.
Frequently Asked Questions
Do I need a PR agency to get press coverage for my Shopify store?
No. Many Indian ecommerce founders have gotten featured in YourStory, Inc42, and national newspapers through direct outreach without any PR agency. A well-crafted email with a compelling story angle is enough. PR agencies can help with scale and media relationships, but they are not necessary for early traction.
How do I add press coverage to my Shopify store?
Create an “As Seen In” or “Press” section on your homepage. Use the outlet’s logo (in grey to keep it clean) and link to the article. Most Shopify themes have a logo list section for this purpose. You can also create a dedicated /press page with links to all your coverage — journalists will check this when deciding whether to feature you.
What should I do after getting press coverage?
Share the coverage on all your social media channels, add it to your email newsletter, update your website’s press section, and save the link in your media kit. Run a small paid promotion on the article to extend its reach. Thank the journalist or blogger personally — building a long-term relationship is more valuable than a single feature.
Ready to Build a High-Converting Shopify Store?
OneOnic builds Shopify stores for growing Indian brands — from design and development to ongoing growth strategy. Our team has launched 100+ stores across fashion, food, wellness, electronics, and more.
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