It’s been a long time coming and Pinterest has now jumped in head first to the e-commerce business, specifically mobile e-commerce. Hello Buyable Pins.
Buyable pins build off of Pinterest’s current Rich pin features, taking it one step further by adding a blue button and displaying the product price to allowing consumers to purchase the product directly through Pinterest. The “Buy It” button will appear on the pin, next to familiar “Pin It” button.
The buyable pins allow brands to integrate their back-end eCommerce platform so users can purchase directly from the pin. Currently brands can integrate with:
Currently, there’s technically no cost to the brand to add buyable pins. Users will be able to search for items based on color or price and will be able to complete the transaction without ever leaving Pinterest. The inventory selection will work off of a feed integration. Brands launching buyable pins include Neiman Marcus, Nordstrom, Cole Haan, and Macy’s, among other retailers.
Once the “Buy It” pin is added, the next step for brands is to promote their organic content via a few select partners. Networks that have access to the inventory include:
The promoted pins with buy buttons are purchased on a CPA-based bid model.
Interested in putting your brand on the waitlist? Sign up here.
And here’s to seeing how consumers adapt to the “Buy It” button!