No products in the basket.
Users can finally start buying things directly from Pinterest, the company announced at an event Tuesday morning.
They'll soon start seeing blue”Buy it” buttons next to certain”buyable” pins.
Clicking the button will offer more product images, color options, sizes where applicable, and the ability to check-out using Apple Pay or your credit card.
Later this month, the Buy button will roll out with millions of products from partners like Macy's, Nieman Marcus, Nodstrom, and local boutiques.
Pinterest cofounder Ben Silbermann said on stage that for a long time users have begged for a buy button. Avid pinners often create pin boards loaded with products to keep track of their virtual closet wishlists, dream rooms, or craft ideas. They felt frustrated that it wasn't very easy to turn those pin boards into reality.
“People have been super clear,” Silbermann said.”They want to buy things on Pinterest.”
Pinterest won't collect a fee from retailers for creating buyable pins, and users won't get charged any more than the normal price that something would go for on the retailers' site.
However, that doesn't mean that this isn't a huge move for the company, which scored an $11 billion valuation for its last Series G fundraise.
Users have long been able to buy things from Pinterest if a pin linked to a specific retailer's website. If not, users would have to find the website where the item sold themselves. Adding a buy button makes the process much easier. And the easier the process, the more likely a user is to complete an”in-the-moment” purchase.
Pinterest rolled out its advertising product about a year ago. Now, e-commerce companies that sell on the site will be able to more easily credit it for influencing customer purchases, thus driving up the amount that Pinterest can charge for its ads, called”promoted pins.” Plus, buyable pins will presumably lead to more purchases on the site, giving brands more incentive to pay to promote their pins at all.
“Our goal is that every retailer can use the buyable pin, and then put a promoted product behind it, to scale,” Pinterest head of partnerships Joanne Bradford said Tuesday.
Pinterest found that 85% of people who use Pinterest were doing it from their phones. So, the team made the buying experiences as mobile-friendly as possible. Buy buttons will roll out on iPhones and iPads by the end of the month, with the desktop experience and other phone operating systems, like Android or Windows, coming soon after.
“This is our effort to make shopping specifically for your phone,” Silbermann said.