Shopping on Pinterest is About to Change


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This week, Pinterest announced that it’s ramping up its focus on commerce with a number of new features in a new update called “Shopping with Pinterest”. Some announced changes include:

  • the ability to shop for items across multiple websites and brick-and-mortar stores
  • buyable “pins,” which allows you to buy items directly with a connection to your browser
  • a shopping bag that can track your interests and browsing behavior across platforms
  • an object-detection software system that allows you to take a photo of an object, upload it to the system for analyzation, and find and buy the item through Pinterest.
  • branded pages will give brands a location that Pinterest users can shop from directly on the social platform.

Check out this vine from Mashable’s Samantha Murphy highlighting how the software works below.

These new features have a goal of making the funnel shorter than ever — possible even reaching consumers right when they first see a specific product.

According to TechCrunch, “There’s a critically short window of time that any retailer has a chance to capture, and that’s something that brick and mortar stores excel at. By adding a tool like its camera search technology, that helps the company tap into that moment, but with an online shopping experience.”

visual-search-results-static

Until now, Pinterest was using “buyable pins” as their point of commerce integrated within the app, but these changes could make them into an e-commerce giant, competing with Amazon and Google.

These announced changes put the company on a path that retailers and marketers have long awaited. Pinterest has always had the potential, but they are finally making moves to move beyond just a social media platform and into being the powerhouse at the intersection of social and e-commerce.

Pinterest is looking to upgrade the role it plays in online shopping and position itself as a major player in the game — and brands and retailers can be the ones that benefit.

Learn more about Retail and CPG at MMS Chicago 2016 on 7/26.

Agata Monica is Managing Editor of Modern Marketing Xchange.

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