In June, ecommerce software company Shopify announced a partnership with Pinterest, in a move that enabled businesses to sell through the popular social discovery platform via ‘buyable pins’.
In this post, we take a look at the news, analysing what’s happened and examining how ecommerce businesses can take advantage of the new Pinterest features and turn it to their commercial advantage.
How it works
This partnership means that Shopify merchants can now sell directly through Pinterest, via the addition of “Buyable Pins” and “Buy it” buttons on Pinterest.
These link directly to products on your online store, synchronising Pinterest orders, customers, products and payments to Shopify in the same way as with other digital channels.
Pinterest has been popular with social media savvy ecommerce businesses for years – it’s a great way to drive traffic back to a site. Millions of consumers use the platform to find, showcase and share interesting products they’ve found online, and it’s one of the most valuable influencers and traffic sources for online stores.
This move enables ecommerce businesses to cut out the middleman and to transform their Pinterest presence into a valuable online sales outlet. On the face of it, Pinterest seems like the perfect platform for maximising discovery sales and impulse buys, and the new “Buy it” buttons make it easier than ever for customers to immediately purchase products.
At the moment, Shopify is the only platform that’s partnered with Pinterest in this way, so if your business relies on different ecommerce software, then you won’t be able to take advantage. Of course, you can always sign up and create a Shopify account.
A social future for ecommerce
We believe that this move is just the tip of the iceberg, and where Shopify has led the way, others will quickly follow. We wouldn’t be surprised to see other ecommerce software platforms joining up with Pinterest in the coming months.
It underlines one of the big trends in ecommerce – social media integration. It’s further evidence that Pinterest, along with Facebook and Twitter are maturing as commercial platforms. Ecommerce businesses that aren’t yet utilising the commercial features of social media channels need to take note – the opportunities are there, and you’re almost certainly missing out!