E-commerce professionals, listen up. Pinterest just announced the expansion of “Buyable Pins” to a bunch of new e-commerce platforms. This means there’s a greater chance your online store will integrate into Pinterest, allowing users to purchase your products directly in Pins.
Current State of “Buyable Pins”
Some of the top e-commerce partners to join Pinterest include Bigcommerce, Magento, and IBM Commerce, which follow the steps of fellow e-commerce services, Shopify and Demandware, as the core platforms supported on Pinterest. Even with the addition of these new merchants, “Buyable Pins” represent less than 1% of the total number of Pins (0.12% to be a bit more precise). Yes, “Buyable Pins” have a long way to go, but this announcement is a big step towards establishing Pinterest as a premiere shopping experience for users, and a notable destination for companies to sell their products.
So, What Really Is a “Buyable Pin” on Pinterest?
What separates Buyable Pins from regular ones is the amount of rich data within the pic, which includes the product’s price, size, color, and other relevant info. Pinterest wants retailers and brands to see the vision that they see, which is a purchasing cycle from Pin creation, to user discovery, to customer purchase. If you’re a merchant selling items through Pinterest, you keep 100% of the sale. Pinterest doesn’t take a penny of the cut. Instead, they’re running promoted and sponsored Pins across the platform to generate revenue.
How This Impacts Your Content Strategy
If you’re a retailer or have an e-commerce shop, this might change the way you think about your overall content strategy. If you’re not actively posting on Pinterest, you might want to start. Pinterest is often overlooked by Facebook, Instagram, and Snapchat today, but the reality is there are still 100 million users that create boards and Pin items, a number not to be ignored for any company.
If you don’t have a concrete plan in place for your Pinterest strategy, it’s worth reading our “5 Remarkably Clever Ways To Use Pinterest” article. From interactive boards to using Pinterest as a microsite, there are countless ways to express your brand and products on Pinterest for the world to see, and ideally, to buy. “Buyable Pins” integrating with more e-commerce platforms is a win for everyone, and if your e-commerce platform is not yet supported, chances are it will be soon.
And at the end of the day, all Pinterest users are secretly Emma Stone in some way or another.