Pinterest gives sellers more tools to attract buyers

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Pinterest has launched new features that give merchants more control, new capabilities and functionality, a spokesperson told EcommerceBytes last week.

The new tools make it easier “to get products from store shelves to online recommendations as shoppers browse Pinterest,” she said. “Merchants, including Zazzle Inc., are already seeing rapid success using these new features.”

Last week’s announcement included four new features: the Pinterest API for shopping; Product labeling for pins; Video in the catalog; and the Shop tab on Business Profiles.

The Pinterest API for Shopping had actually launched in beta back in the spring. It allows merchants to upload and manage their catalog in one or more feeds and update product information in real time.

The other three features include the following:

  • Product tagging on Pins: Product tagging will allow merchants to make their pins buyable. Merchants can label their catalog products with their branded content and images. Pinners showed 70% higher purchase intent on product Pins tagged in scene/brand images than on standalone product Pins.
  • Video in catalogs: Pinterest continues to invest in video with merchants by enabling video assets in the product catalog to give Pinners a view of the product from multiple angles when making a purchase decision and driving conversions. Over the past year, we’ve seen a 158% increase in CTR.
  • Shop Tab on Business Profiles: With the new Shop tab on the business profile, merchants can easily display purchasable products by browsing Pinners, including customizable cover images and product group descriptions, and an improved mobile interface. 30% of Shopify merchants on Pinterest get their first payment assigned from their Shop tab.

The Pinterest spokesperson said the company continued to invest in shopping, which included its acquisition of shopping platform AI THE YES. In fact, the title of last week’s press release stated: “Pinterest doubles down on Shopping”.

Another sign that commerce is a priority for the company: Bill Ready left his role as head of commerce and payments at Google to become CEO of Pinterest in June.

New shopping features enable brands and retailers to reach high-intent pinners during the first stage of their shopping journey with the most up-to-date catalog data, said Jeremy King, vice president Pinterest’s engineering senior, in Wednesday’s announcement, which was posted on Pinterest’s Newsroom.

Ina Steiner

Ina Steiner
Ina Steiner is the co-founder and editor of EcommerceBytes and has been reporting on e-commerce since 1999. She is a widely cited authority on marketplace selling and is the author of “Turn eBay Data Into Dollars” ( McGraw-Hill 2006). His blog was featured in the book “Blogging Heroes” (Wiley 2008). She is a member of the Online News Association (September 2005 – present) and Investigative Journalists and Editors (March 2006 – present). Follow her on Twitter at @ecommercebytes and send topical tips to [email protected] See disclosure at EcommerceBytes.com/disclosure/.


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