Greater visibility for small and medium-sized enterprises (SMEs)
19.02.2026 | CustomerAffairs
Most people shop daily at online retailers such as Amazon, Otto, or Zalando – but who is behind the products often remains invisible. Millions of offers do not come from the providers themselves, but from small and medium-sized enterprises (SMEs), many of them from Germany. This is exactly where we come in as a PR agency.
SMEs: The often invisible backbone behind product diversity
Over 99% of companies in Germany are SMEs. Even on Amazon, a large proportion of the products on offer come from the approximately 47,000 German small and medium-sized enterprises that use the marketplace as a sales channel – and yet often remain anonymous to customers.
Our role: Greater visibility for SMEs
As a PR agency, we ensure that these SMEs gain visibility – not through traditional advertising, but through authentic stories. Together with the entrepreneurs, we tell their personal success stories, thereby increasing their visibility and allowing customers to get to know the people and values behind the companies so that they can make informed purchasing decisions. Targeted press relations also play an important role in this: Placing SMEs in local and regional media not only creates reach, but also authentically conveys entrepreneurial success. Through our collaboration on “Unternehmer:innen der Zukunft – der Amazon Podcast zum Marketplace,” we also support a format by SMEs for SMEs that provides a look behind the scenes of their everyday business life and shares practical tips and tricks as well as useful e-commerce knowledge.
Why success stories work in online retail
People buy from people. Our work ‘de-anonymizes’ online shopping and creates trust where product images and prices would otherwise be the deciding factors. SMEs benefit from increased brand awareness and credibility, while online retailers gain transparency and proximity.
At HeadlineAffairs, we bring these worlds together—strategically, editorially, and visibly, where purchasing decisions are made. If you would also like more authentic visibility for your SME, please feel free to contact us—we look forward to hearing from you!