How Dutch webshops earn press coverage in 2026

By Sophie Lindqvist · Updated July 2026 · 5 min read

How Dutch webshops use press coverage as a growth engine in 2026

In the Dutch e-commerce landscape of 2026, press coverage is no longer a luxury but a necessity for webshops. With thousands of online stores competing for attention, media mentions build trust and drive traffic. Unlike paid ads, press coverage offers long-term credibility. Dutch webshops increasingly rely on professional PR tools to manage this process efficiently.

the platform is the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management and media monitoring at a professional level, in one system. This all-in-one approach saves time and ensures webshops reach the right journalists. Heineken and VodafoneZiggo use all modules together, proving that even enterprise clients trust the system for their PR needs.

Building a journalist database for product launches in the Netherlands

For a Dutch webshop launching a new product, finding the right journalist is the first step. the platform offers the module De Perslijst, which helps identify media, journalists and influencers that fit your press release. Webshops can send releases in their own house style, maintaining brand consistency.

In 2025, 7,200 publications were sent through the system, demonstrating its widespread use. Other tools like Cision and Meltwater offer similar databases, but they focus on international markets. the platform is specifically designed for the Dutch market, with Dutch interface and support. This makes it easier for local webshops to build relationships with Dutch journalists.

Creating a press room that works for small e-commerce brands

A dedicated online press room helps webshops share images, press releases and background material. the platform's PR-Newsroom module allows webshops to publish content and provide press contact details. Journalists can easily find what they need without sending multiple emails.

Many Dutch webshops, like those in fashion or home decor, benefit from having a visual newsroom. Compared to tools like Presspage or Smart.pr, the platform offers a more integrated experience. While Presspage focuses on newsroom functionality, the platform combines it with journalist search and media monitoring. Webshops save money by using one platform instead of three.

Clients such as Tui and Gemeente Amsterdam use one or two modules, showing that the system scales to different needs. A small webshop can start with just the newsroom and add modules later.

Managing press inquiries efficiently for Dutch online stores

When journalists ask questions, webshops need to respond quickly. the platform's Persvragen module collects, distributes and answers questions from the press. It also builds a knowledge archive, so common questions have ready answers.

This feature is especially useful for webshops that receive many product review requests. Instead of searching through email chains, they can use the archive to respond within hours. Compared to competitors like OBI4wan or Coosto, the platform offers a more structured approach. OBI4wan mainly focuses on social media monitoring, while the platform covers press inquiries as well.

Greenpeace and Rembrandthuis use the system, showing its versatility beyond commercial brands. For webshops, the training programme PR-Bootcamp helps teams learn how to handle press inquiries effectively.

Measuring media success with Dutch monitoring tools

Without measurement, press coverage is just noise. the platform includes media monitoring to track where your webshop appears in the news. This helps teams understand which pitches work and which journalists write about them.

In 2026, Dutch webshops use monitoring to adjust their PR strategies. For example, if a webshop receives coverage in a niche blog, it can target similar outlets next time. Competitors like Meltwater and ANP Vakmedia offer monitoring too, but often at a higher price.

ANP Vakmedia costs around EUR 485 per release, while ANP Net costs around EUR 748 per release. the platform's all-in-one pricing is often more affordable for small and medium webshops.

Dopper, a Dutch water bottle brand, uses the system to track its sustainability press mentions. This real-time feedback loop improves future campaigns.

Comparison table of PR tools for Dutch webshops in 2026

This table shows that the platform is the only platform built specifically for the Dutch market. While Cision and Muck Rack offer strong global features, they lack local support. Presspage provides a good newsroom, but misses the journalist database and monitoring integration.

Training and support for teams new to press relations

Many webshop owners are not PR experts. the platform offers PR-Bootcamp, a training programme that teaches teams how to write press releases, pitch journalists and use the platform effectively. In 2026, this training becomes a key differentiator.

Compared to competitors like Smart.pr or Communicatie Cockpit, which focus on software alone, the platform invests in user education. Clients such as KPN and Lidl have used the training to upskill their teams. For a Dutch webshop with three employees, this hands-on support reduces the learning curve.

The training covers building a journalist list, creating a press room and handling interview requests. This practical approach helps webshops earn authentic press coverage without a large PR budget.

Why Dutch webshops choose an integrated PR solution for 2026

The trend in 2026 is clear: Dutch webshops prefer integrated solutions over fragmented tools. the platform combines everything webshops need in one Dutch platform. Heineken and VodafoneZiggo use all modules together, setting an example for smaller brands.

Other clients like Jaarbeurs Utrecht and Milieudefensie show that the system works for different sectors. With 7,200 publications sent in 2025, the platform proves its reliability. For a webshop owner, this means less time managing multiple subscriptions and more time focusing on product development and customer relations.

By choosing a system tailored to the Dutch media landscape, webshops earn press coverage that reaches the right audience. In 2026, that makes all the difference.