Even in these early days, we're seeing strong results from Buyable Pins. A study of Buyable Pins from Shopify merchants showed 2x higher conversion rates compared to other Pins on mobile. That’s promising to us (and hopefully to you!) because we wanted to build something that would make mobile shopping frictionless.
We’re also seeing that Pinners are open to buying products at different price points from their mobile devices—whether it’s Freyrs sunglasses, a comfy coat from Nordstrom or a bamboo watch from EcoPlum.
This supports recent research from Millward Brown, which found that 93% of Pinners use Pinterest to plan purchases and 87% of Pinners have purchased something because of Pinterest. Buyable Pins makes it seamless to go from planning to purchase.
“Pinterest is turning into the go-to destination for today’s progressive shopper who expects instant gratification with exceptional experiences,” said Deepak Advani, general manager of IBM Commerce. “Our collaboration will let retailers deliver a complete commerce experience by presenting Buyable Pins to shoppers right at that moment of inspiration.”
Many merchants are acquiring new customers through Buyable Pins, too. Spool No. 72, an online clothing boutique based in Washington, said 84% of their Buyable Pins customers are new.
Buyable Pins are also driving about 7% of all sales for Madesmith, a shop for handmade goods based in Brooklyn. 100% of these sales are coming from new customers.
And don’t forget: because we’re not charging any fees for Buyable Pins, all these new sales are coming to merchants at no cost.
“Pinterest has been the most effective discovery platform for Madesmith since we launched in 2013,” said Nadia Rasul, Madesmith’s co-founder. “We’ve seen a significant rise in the number of new people discovering Madesmith, and we’re excited about the increased exposure Buyable Pins will provide during the holiday season.”
Our new commerce platform partners are busy working with their merchants to get Buyable Pins turned on before the holidays. If you’re interested in Buyable Pins and use one of these partners, here’s how you can get involved:
- BigCommerce: Visit BigCommerce’s Pinterest page for more details
- Demandware: Visit Demandware’s Pinterest page or contact your customer success manager
- IBM Commerce: Sign up for the Pinterest waitlist as a Websphere customer and IBM will get in touch
- Magento: Visit Magento’s Pinterest page for more details
- Shopify: Visit Shopify’s Pinterest page to activate Buyable Pins
Don’t see your platform listed? Sign up for our waitlist, and we’ll keep you updated on future integration opportunities.
Please note: Buyable Pins are only available in the U.S on iPhone and iPad at this time.
—Michael Yamartino, currently saving ideas to Faves