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Last month, Pinterest launched The Pinterest Shop, the latest innovation for consumers to purchase products from its site. Launched just in time for Small Business Saturday (Nov 30), The Pinterest Shop is a new dashboard that features a curated shopping experience with hundreds of product pins from 17 U.S.-based small businesses.
What Is The Pinterest Shop & Curated Shopping?
Pinterest currently hosts millions of product pins on its site, but the majority of them are from larger brands such as Walmart and Target. The Pinterest Shop is providing greater visibility for small businesses that have product catalogs on Pinterest. The products featured in The Pinterest Shop are unique, mission-driven and similar to selections found on Etsy. Pinterest chose to maintain a layout for The Pinterest Shop that closely resembles a Pinterest user profile to encourages familiarity and avoid intimidating users away from making purchases. The curated list of products offered on The Pinterest Shop will continue to be updated from the inventory of selected businesses. The list of businesses and products is eclectic and is designed to feature unique products and stir consumer engagement. Some examples include:
FOUNT (Cleveland, OH)
A leather goods store using a World War II sewing machine to create bags.
Etta + Billie (San Francisco, CA)
A skincare line for foodies, offering products from cold brew mint coffee scrub to grapefruit cardamom body oil.
CurlMix (Chicago, IL)
Founded by a Who Wants to Be a Millionaire winner, CurlMix offers non-toxic products for people with curly hair.
Stasher (Emeryville, CA)
This eco-friendly company offers reusable silicone bags to store, freeze and cook in, providing an alternative to plastic.
Why Did Pinterest Create The Pinterest Shop?
Social media platforms are becoming more shoppable and more personalized to boost consumer interest and sales. For example, Instagram launched a curated collection of products inspired by the app’s top trends. Instagram’s curated collections are available for purchase directly on the app. And, in October, Facebook launched interactive ad options – including video poll ads, augmented reality (AR) ads and playable ads. Also in October, Snapchat launched direct sales from its platform via a partnership with Adidas.
Pinterest, known as a discovery engine for users to generate ideas, should translate easily to a shopping engine. For small businesses, the ability to showcase a profile and connect with their target audiences in a personal and familiar way could help boost sales this holiday season.
What Can The Pinterest Shop Do For Small Business Marketers?
Pinterest has focused on being the platform for style and shopping inspiration. Now, the social media platform is striving to offer a seamless shopping experience for consumers. In August, Pinterest added browsable catalogs which allow users to more easily navigate shopping on Pinterest. The Pinterest Shop’s curated shopping experience expands the inventory of catalogs available to Pinterest users and showcases a new market of small businesses that were not featured before.
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