From inspiration to action: Why your best buyers are on Pinterest
7 November 2025
People come to Pinterest with a discovery mindset, exploring and shopping differently than on other platforms.
In fact, an exclusive study conducted by LiveRamp reveals that Carrefour shoppers who use Pinterest spend more, do so more often and also explore more categories than Carrefour shoppers who don't use the platform.
In other words, Pinterest attracts more than just those who are curious. The platform attracts an intentional audience: people who come with a project in mind and are ready to buy.
Pinterest, from inspiration to action
Much more than just a platform for inspiration, Pinterest is a space where shoppers plan their next purchases. Here, attention is more sustained (people on Pinterest scroll 1.5 times more slowly) and visitors engage more with advertising (+170% advertising attention compared to other platforms).1 Looking at the purchasing behaviour of Carrefour loyalty card holders in concrete terms, the difference is clear: the intentions of people on Pinterest are directly reflected in both their shopping baskets and their consumption habits.
An audience that spends more
Their baskets are fuller and more varied
People on Pinterest who have a Carrefour loyalty card buy 9% more items every time they visit the shop.2 This means they don't limit themselves to one or two products; they explore the shelves more and test new categories. This is an opportunity for brands to expand their presence in shopping baskets.
They spend more on each product and generate higher average basket values
People on Pinterest buy items that tend to be about 4% more expensive: they favour quality, premium formats and high-end brands they trust.3 Overall, the average basket value for people using Pinterest who have a Carrefour card is 13% higher than for those who don't use the platform.4 This is a critical factor for advertisers looking to capture a more premium audience with more purchasing power.
A bigger appetite for new products
New products
People who use Pinterest spend 15% more on new products than people who don't use the platform.5 In other words, they are early adopters, always on the lookout for the latest trends. For brands, this characteristic makes them the ideal audience for launching new ranges, testing innovations or accelerating awareness of a product. Choosing Pinterest means maximising the chances of success, right from the launch phase.
New brands
People on Pinterest with a Carrefour card buy an average of 90 different brands, compared to 79 for other shoppers.6 Open-minded and curious, they like exploring, comparing and testing. For brands, this means it's easier to capture the attention of audiences who are still underexposed to their value proposition.
Omnichannel openness
Carrefour card holders who use Pinterest are 2.5x more likely to buy both online and in store than those who don't.7 This means their shopping journey is fluid and complete: they discover an idea on Pinterest, then make purchases on the Carrefour website as well as in the physical stores. For advertisers, this means you can reach a loyal, consistent audience throughout the customer journey, a key asset in a context where omnichannel is becoming the norm.
A strategic audience
These results reveal a profile of attentive, curious buyers with strong purchasing power who are ready to test new trends, products and brands. In other words, the exact target group of shoppers that will boost your growth.
How can you capitalise on this value?
Emphasise inspiring creativity
Go beyond a simple product catalogue. Inspire your audiences with immersive visuals, tutorials or lifestyle settings to turn an idea into a buying decision.Get the timing right
People on Pinterest plan their projects in advance. This is the ideal time to capture their attention during key periods – Christmas, back to school, holidays – but also during key life moments (moving house, giving birth, getting married).Track what really matters
Don't stop at reach. Test and track the real impact of your campaigns on your sales uplift, both online and in store.Launch your new products to early adopters
People on Pinterest are explorers. They love discovering and adopting new products. Make them your primary ambassadors when launching new ranges and innovations.
Don't forget your most valuable buyers
Take action today: create your campaigns on Pinterest and track their real impact on your sales.
