Much to the delight of both social media experts and Pinners, Pinterest is mere weeks away from Buyable Pins—a feature that will allow Pinners in the U.S. to buy directly from the app.
As digital media experts, it is important to understand the potential impact of this development, it is helpful to look at the numbers. Every day, 2 million people post product Pins that include real time pricing, availability and where to buy, on Pinterest. For perspective, that’s 20 times the number of daily shoppers at the Mall of America.
93% of Pinners use Pinterest to plan purchases, and 96% use Pinterest to gather product information. It is the #2 source of social media traffic to the 160K stores supported by commerce platform Shopify, and on average, Pinners spend roughly $50 per order (trumping orders coming from Facebook and Twitter).
By the end of this month, U.S. shoppers on iPhones and iPads will have access to more than 2 million Buyable Pins. Access for Android and desktop users will come later. At launch, Pinners will be able to buy from retailers like Macy’s, Neiman Marcus, and Nordstrom, while thousands of other businesses will get Buyable Pins through commerce platforms Shopify and Demandware.
For better or for worse, Buyable Pins will help businesses close the sale when Pinners have the impulse to buy in a seamless and secure way (which is why we can never again look at edible product Pins on an empty stomach).