STATES CHRONICLE – Pinterest users, rejoice! The company has announced you can buy pins from its platform, now also available for those surfing it from Android phones. Buyable Pins – the name of the feature – will allow some retailers who partnered with Pinterest use Demandware and Shopify.
The feature was first unveiled earlier in June this year, with the iPhone users getting access to Buyable Pins sometime later that month. The tool allows retailers to add a buy button to their pins, letting users shop directly from Pinterest.
After typing in their address and credit card information, users can purchase products shown in pins with the buy button — which is only available on Rich Pins that have more information. This info has to be introduced only once, which will ensure that all products will be delivered to them after clicking on the buy button.
Purchases aren’t limited to any of the app’s sections; users can shop from both home feed, search and specific boards. But more than the already known Buyable Pins, the company is now launching the Pinterest Shop, a collection of popular products that users have bought on Pinterest.
For example, products that fall under categories such as pillows and sweaters. According to the company’s reports, blanket scarves and leather leggings were among Pinterest’s top trends, which means they will be included in the Pinterest Shop.
In other words, the shop and the Buyable Pins provide a win-win situation for both Pinterest and merchants; the company gets another touch point for their user base, while retailers gain more customers without asking users to jump off Pinterest.
It’s well-known that the more additional screens a user has to go through before the final purchase, the lower the chance is the user will actually make the purchase. At the same time, Pinterest benefits from these tools, because it offers additional engagement for its products.
When Buyable Pins were launched, Tim Kendall, Pinterest’s general manager of monetization, said that roughly two-thirds of the content pinned on the platform comes from business websites. If users are surfing the site longer – and more often – then Pinterest can monetize them a lot more easily and then use the revenue to drive its business even further.
For a company that started as a virtual closet and a dreamland for arts and crafts, Pinterest has become an increasingly important player in e-commerce. TechCrunch has reported Pinterest is predicted to make around $169 million this year.
Image Source: Zippy Cart