Pinterest continues pinning hopes on e-commerce

Pinterest is adding two new features designed to enable direct-to-consumer sales on its platform.

The visually-oriented social network is offering personalized shopping hubs at the top of users’ home feeds. Purchase ideas based on individual consumer shopping history are displayed by both style and brand. Users who click on images in their shopping hubs are brought to an assortment of available products in that category.

In addition, an updated shopping section is rolling out below pins of retailers and brands. This section allows users to browse entire product catalogs from companies including Target, Birdies Slippers, Joybird, The Tie Bar, and Parachute, and click directly to the checkout page on the retailer’s site if they would like to purchase a pinned item.

Pinterest has been introducing new shopping features this year. In June 2019, the company introduced the global Pinterest Partners program. As a result, Pinterest will be more accessible to third-party e-commerce technology and services providers, such as Square Online Store and Drizly, with the goal of enabling more in-platform shopping experiences.

In March 2019, the social platform rolled out “Shop a brand,” a new dedicated section from retailers that Pinterest is starting to roll out beneath product pins. Pinterest is also now offering personalized shopping recommendations alongside style, home, beauty, and DIY boards. Users can click “more ideas,” then the shopping tag, to browse and shop recommended ideas. They can also tap “+” to add a recommended pin to their board, or click the pin to go directly to checkout on the retailer’s site.