Today you start seeing buyable Pins on Pinterest. According to their blog, when you spot a Pin with a blue price that means you can buy it. Pinterest is rolling it out to U.S. Pinners on iPhone and iPad, so make sure you have the latest app version.
Buyable pins are simply the way you buy your favorite products on Pinterest. The pins will be viewable in your Home feed, boards you visit and in search results. After putting in credit card information, users will get what they purchase delivered to them once they click the buy button.
What makes this so great is that Pinterest users generally have a strong purchase intent. They are in a planning mode and that might make them closer to a purchase consideration. They are searching for ideas for a new nursery, a wardrobe or their next party. So rather than going to a specific merchant, you are going to a bazaar of ideas that leads to a purchase.
Retailers will be in charge of applying the buy buttons so it may take a while for Buyable Pins to be prolific on the site. Two-thirds of content on Pinterest is pinned by businesses. Pinterest says within a few weeks there will be 30 million Buyable Pins all over Pinterest, from name brands like Macy’s, Nordstrom and Neiman Marcus.
Retailers don’t pay for the pins, and Pinterest won’t be currently taking a percentage of purchases. Advertisers will pay to promote the pins as native ads however. Pinterest did their homework and found users wanted buy buttons. Almost 90% of pinners have made a purchase because of Pinterest, according to a recent study by market research firm Millward Brown found. With 70 million monthly active users, these Buyable Pins could make Pinterest a major e-commerce player.
Buyable Pins will not be available for Android users or desktop users for a while, but it’s coming.
