Dive Brief:
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Pinterest said on Monday that it will expand its “buyable pins” to allow direct purchases from its site. The site is allowing e-commerce platforms Bigcommerce, Magento, and IBM Commerce, which join Shopify and Demandware.
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Pinterest has more bigger retailers offering direct purchases on the site, with Wayfair and Bloomingdale’s both now on board and working with the program directly.
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Participating retailers take 100% of purchase; Pinterest makes its money via advertising on the site.
Dive Insight:
Social commerce remains a highly experimental space, with sites like Facebook, Twitter, and Pinterest scrambling to improve the scope and capabilities for purchases on their sites.
Pinterest took pains to note that there are now 60 million buyable pins on Pinterest as of Monday -- but that’s out of some 50 billion total pins, TechCrunch notes.
The move could, however, find traction on mobile. The buyable pins are mobile-ready and support mobile payment wallets like Apple Pay. That could not only support Pinterest’s (and other social media’s) commerce, but also help grow mobile commerce in general. Right now mobile is used mainly for search and research of products, and not as much for purchasing, according to research.
