While many shoppers still prefer to purchase items in a brick and mortar store, there is a significant amount of shoppers who are opting to make purchases online shopping. These shoppers contribute to the success of platforms like Amazon, Ebay, and Etsy.
According to a study conducted by ComScore:
- 55% of regular online shoppers prefer to buy online.
- 44% prefer to buy on a destkop or laptop computer.
- 11% prefer to buy on a tablet or smart phone.
And with mobile usage on the rise, we can expect that final number of tablet and smart phone buyers to only continue to increase, a reality that has caught the interest of Pinterest.
On June 2, 2015 Pinterest posted a video to their YouTube channel and blog highlighting a new feature of this visual social media platform.
The video displays Pinterest users purchase clothing, furniture, and other items directly from the social platform. After doing a little invistagative research here is what we found out about buyable pins and how they can help your business.
Search & Buy...But Only in the App
Currently, you can only use an iPhone or iPad to shop Pinterest buyable pins. As you can see in the screenshot I took, you can search the app and immediately see buyable pins.
There is an issue I've seen: when attempting to narrow my search, there seems to be very limited options. I don't appear to be able to limit my search by a specific color or style of product. The only option to narrow your search is by price. As you saw in the video, you tap the upper, right hand corner with the blue dollar sign and adjust the price as desired. In the image I took, I adjusted the price to $50.
Another issue is that users can only purchase one Pinterest item at a time, or multiples of one item, so don't expect to be able to go on an extensive shopping spree without a little bit of effort.
Despite the limitations, being able to purchase items directly from Pinterest is a big step, and one that was necessary to create the best possible user experience on the platform.
Pinterest, The Search Engine?
Pinterest has long been driving signficant web traffic, especially for industries in the ecommerce realm. Some of our own clients gain a large amounts of search traffic directly from Pinterest, even comparable to some search engines.
The move to introduce buyable pins is similar to Google's shop options when you search for products. Buyable items appear at the top of search results, just like Google's shop items.
How to Get Onboard
If your business is already on Pinterest, or if you are wondering if you should join pinterest, you may be wondering how you can start making good use of this new feature.
Currently, Pinterest buyable pins are only available for a few major brands and integrations. Pinterest's launch partners included Macy's, Neiman Marcus, and Nordstrom.
In an attempt to make the user's buying experience as high quality as possible, Pinterest has limited buyable pin integrations for now. Those who use Shopify can start creating buyable pins by logging into your account and adding the Pinterest channel. Also, if you are using Demandware, functionality will be enabled very soon, according to Pinterest.
Harnessing the power of Pinterest buyable pins can be a great step towards increasing online sales for your business. As the buyable pins gain traction, it will be interesting to gain insight into how effective the new feature is and how users adopt to the new shopping platform.