Dive Brief:

• Pinterest announced it will be introducing "buyable pins" to the platform by the end of this month, in its first push into e-commerce. 
• The pins will include a blue "Buy It" button that will allow users to buy a pinned item directly from within the Pinterest platform. 
• Marketers can join the program either by signing up for the waiting list, or working through Pinterest's current e-commerce partners Shopify and Demandware. 

Dive Insight: 

Pinterest is finally pivoting into e-commerce. As Co-Founder and CEO Ben Silbermann pointed out while announcing the 'Buy It' pins, fans of the site had long-been saying they wished Pinterest was a store. 

The growing ad options on Pinterest and its Marketing Developer Partners puts the site in more direct competition with other social sharing networks like Instagram, which last week opened its ad experience to all advertisers. While other networks including Facebook and Twitter beat Pinterest to the addition of a buy button, it's important to note making Pinterest shoppable is the natural next step for a site where its users post wish lists of things to buy. In fact, in 2014, Pinterest accounted for 40% of the social traffic to e-commerce sites.