What Happened
Pinterest made a few announcements on Tuesday to boost its ecommerce features. To start with, the company unveiled a brand new “shopping cart” feature that follows users across devices and allows them to purchase multiple products from different merchants at once. The company also announced that Buyable Pins, which debuted on its mobile app last summer, are now coming to the web. The company is also extending the visual search feature that it has been testing to let users search for similar items shown within a post.
What Brands Need To Do
According to a recent study by Millward Brown, 83% of active Pinterest users have purchased a product because of something they saw on the site. As Pinterest continues to build out its ecommerce features, brands interested in social commerce, especially those whose target audiences overlap with Pinterest users, should take note and learn to leverage them to boost direct sales. For example, adding support for the “shopping cart” and experimenting with Buyable Pins would be a good place to start.
Source: AdWeek
