Poshmark: Growing a fashion marketplace with Pinterest
Poshmark is a fun and simple way for people to buy and sell fashion straight from a mobile phone. After using Pinterest’s mobile SDK, the platform saw major increases in referral traffic and impressions to their Pins, helping them reach a new audience of street style lovers.
Because of Pinterest’s social nature and focus on sharing fashion images, we immediately knew that this was a platform that would majorly complement our users’ activity and success on Poshmark.
Pointers from Poshmark
Poshmark’s #POSHSTYLE board highlights street fashion from Poshmark users.
Bringing Poshmark to Pinners
The Poshmark team realized Pinterest could help them grow their fashion marketplace after they noticed users on Poshmark using Pinterest to promote clothing they had on sale.
Poshmark quickly adopted Pinterest’s mobile SDK, making it easy for customers to add Pins of their items directly from the Poshmark app. Early results have been encouraging. Since adding the mobile SDK, Poshmark has seen a tripling of their Pins on Pinterest, a 2.5 times increase in referral traffic from Pinterest and a tripling in Pinterest impressions.
“Because of Pinterest’s social nature and focus on sharing fashion images, we immediately knew that this was a platform that would majorly complement our users’ activity and success on Poshmark,” said Chetan Pungaliya, Poshmark’s co-founder and VP of engineering.
By generating content on Pinterest on a regular basis, we’ve been able to connect with a new audience who share our love for street style, fashion inspiration, beauty and so much more.
Doubling down on Pinterest
After seeing those results, the Poshmark team began to look into new ways to include Pinterest in their core user experience for both mobile and desktop. For example, they’re exploring ways to utilize boards as Poshmark wish lists where Poshers use Pinterest to collect their favorite Poshmark finds to share with friends around a particular holiday or event, or even as a styling tool to group different listings around certain looks.
In addition to the mobile SDK, Poshmark uses Rich Pins, so people can see product information, such as price and availability, right on their Pins. They also use Pinterest analytics so they can understand which product categories, images and specific items resonate with Pinners.
The Poshmark products that are popular on Pinterest vary widely—everything from shoes to handbags and jewelry.
“The interesting thing is that these items are being pinned to very different types of boards, such as boards focused on discounts to boards themed around personal style and inspiration,” Pungaliya said.
They can also track people who come to Poshmark from Pinterest to see how active they’ll become. They can see if they become a full Poshmark user, how much activity they contribute and how much revenue they generate.
“By generating content on Pinterest on a regular basis, we’ve been able to connect with a new audience who share our love for street style, fashion inspiration, beauty and so much more,” Pungaliya said.
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