Pinterest have announced some new features that will help merchants and retailers find success on the platform through giving users a more expansive shopping experience.
Over 400 million Pinners come to the platform every month to discover new products and shop for brands that inspire them, for that reason Pinterest is an excellent tool for merchants to use in growing their online presence and audience. The new merchant features make it easier for merchants to create engaging shopping experiences for the millions of Pinners on the platform.
At Pinterest, our goal is to turn inspiration into action, and our vision for shopping is to make it possible to buy anything Pinners are inspired by on the platform. In 2021, the number of Pinners engaging with shopping surfaces on Pinterest grew over 215%, and 89% of weekly Pinners use Pinterest for inspiration in their path to purchase. The new shopping features such as the API for Shopping allows brands and retailers to reach high-intent Pinners during the earliest stage of their shopping journey with the most updated catalogue data.
– Jeremy King, SVP of Engineering at Pinterest
The new features
The Pinterest API for Shopping – Pinterest is extending its investments in shopping and measurement features, including catalogue and product metadata management, to enable more efficient, improved data quality for merchant products. The Pinterest API for Shopping has led to a 97% accuracy level for price and availability data.
Product tagging on Pins – With product tagging, merchants can add products from their catalogue to their scene images. Pinners can easily browse for the exact items that they love from the inspiring imagery that they find. In our initial tests, we saw that Pinners showed 70% higher shopping intent on product Pins tagged in scene/brand images than standalone product Pins.
Video in catalogue – Pinterest continues to invest in video with merchants, by enabling video assets in their product catalogue to give Pinners a view of the product from multiple angles when making a purchase decision and driving conversions.
Shop tab on Business profiles – With the new Shop tab on Business profile, merchants can easily display shoppable products to browsing Pinners. This new feature is a high-intent shopping surface, with 30% of Shopify merchants on Pinterest getting their first attributed checkout from their Shop tab.
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