Pinterest expands e-commerce capabilities – with a little help from its friends

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Pinterest expands e-commerce capabilities – with a little help from its friends

By Dan Berthiaume - 06/18/2019
Some new participants are joining Pinterest’s burgeoning shopping program.

The visually-oriented social network is retooling its Pinterest Marketing Partners program to become the global Pinterest Partners program. As a result, Pinterest will be more accessible to third-party e-commerce technology and services providers, with the goal of enabling more in-platform shopping experiences.

Pinterest’s new partners include platform partners such as WooCommerce and Square Online Store, who allow businesses to set up e-commerce sites and experiences; as well as feed management providers such as Feedonomics, Productsup, and GoDataFeed, who manage and optimize product inventory feeds for Pinterest product catalogs to Pinterest. Other partners include shopping platforms such as Shoppable and Drizly, who can fulfill orders and make it easier to shop within a pin, and tag management providers such as PixelYourSite and Tealium, who can track closed-loop measurement of online shopping conversions and sales.

Marcel Hollerbach, chief marketing officer at Productsup, said Pinterest offers retailers and e-commerce providers some unique benefits.

“Pinterest is different than any other social network because users’ intent on the platform is to search for inspiration, making it a retailer’s haven,” said Hollerbach. “It’s the optimal channel to get products in front of new audiences, and Pinterest’s expanded Partners program will redefine how businesses drive sales on the platform. As a feed management ‘Shopping’ partner, we will help retailers perfect their product catalogs by creating clean, compelling product feeds. Managing inventory and ensuring product data is consistent and up-to-date can be the difference between making a sale and losing a customer in the buyer journey.”

Additionally, Pinterest is testing a new reporting API which provides insight into how organic content on Pinterest engages the audience and which ads are the most relevant. The company is also adding two new international partners to its core ads program – MakeMeReach in France and Adsmurai in Spain.

Pinterest has been introducing new shopping features this year. In March, 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.