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BizReport : Ecommerce archives : June 03, 2015

Pinterest users asked for it, now they have it - Buyable Pins

Buying products spotted on Pinterest just got a lot easier with the launch of 'Buyable Pins'. By the end of June users in the U.S. using iPhone and iPad will have access to more than 2 million of these direct-buy Pins.

by Helen Leggatt

Buying products direct from Pinterest via a 'Buyable Pin' is the image-based social network's latest foray into ecommerce. Buyable Pins use the existing 'Rich Pins' functionality that allows inclusion of a URL and product details but goes a step further in allowing businesses to add functionality that enables purchases to be made direct from the app.

Pinners will be able to make purchases direct from retailers such as Macy's, Neiman Marcus and Nordstrum and those using Shopify and Demandware.

If your business uses Shopify you can activate Buyable Pins simply by logging on and adding the Pinterest channel. Users of Demandware will have to wait a few more weeks before functionality is added.

Pinterest has ensured the checkout process is seamless and, due to a large proportion of their users interacting on mobile devices, the checkout is mobile-friendly. Furthermore, Pinterest says they won't store credit card information themselves and will instead work with payment processors.

Talking to Matthew Lynley of TechCrunch, Pinterest's general manager of monetization, Tim Kendall, was keen to distance the new Buyable Pins from advertising.

"This isn't an ad offering, it's an experience for pinners," he said. "Pinners tell us, 'I discover great things from Pinterest every day, I stumble across it, I wish I could buy it on Pinterest without leaving - it's about addressing that pain point. Basically we've been told for five years, it's the No. 1 request from Pinners. For partners it's a way to reach customers already on Pinterest, sell products but continue to own the customer relationship."

Tags: business, ecommerce, Pinterest, retail

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