Shopify merchants can quickly turn their catalogs into shoppable Pins

Saturday, May 16, 2020
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Shopify and Pinterest have recently partnered to add a new function to online stores, which is now available in Canada and the U.S.

The partnership comes in the form of a specific Pinterest app, within the Shopify ecosystem. The app lets a seller upload their catalogue of products to Pinterest. This selection can then update product pins on Pinterest every day. Tracking and performance measurement is facilitated as well. A further feature is an ads interface, which lets vendors highlight their wares with promoted product pins.

Currently this service is live in both Canada and the U.S. but will be rolled out to further countries over the next few weeks.

How do you get started?

To begin, you first need to install the Pinterest app within Shopify. The next step is to include a tag on your site, then upload and publish the products you want to include on pinterest.

If you are on the pinterest website, your profile will have a “shop” tab included. A person can click on that tab to view all of the product pins that are shoppable.

What is the impact of this new update?

Considering the ease with which this can be implemented, this could provide some quick wins for online sellers. Pinterest has long been a great source of traffic for websites and with 367 million active users every month it becomes easy to see why making use of this resource could be beneficial. Pinterest itself has gone on record to say that in the last year, the amount of traffic it sent to eCommerce stores increased by 2.3x.

For Pinterest, this is a smart business partnership. Shopify has over one million merchants using its platform. Now that product catalogues can automatically be transformed into shoppable pins, as well as ads, there is likely going to be an increase of spend from retailers on the platform.

Jeremy King, the SVP of technology at Pinterest, made this comment:

‘As we make Pinterest more shoppable, Shopify is the perfect partner for bringing access to catalogs, Product Pins and shopping ads to merchants so that they can get in front of the millions of Pinners looking for unique products that match their taste.’

King continued by saying, ‘With the new Pinterest app of Shopify, in just a few clicks, retailers can take the products on their virtual store shelves to the recommendations Pinners see as they shop. Merchants are adapting to new realities and looking ahead to the future of retail, which is why we’re focused on making both our ads and organic features available and impactful to businesses of all sizes.’

How can Pinterest help with eCommerce?

Pinterest is an often underutilised resource for online businesses to drive traffic, and ultimately revenue, to their site. It’s very different from the other big social media sites, which means that uneducated marketers can sometimes be slightly confused about implementing an effective strategy.

Pinterest is used to create and remember ideas, as well as inspiration. A person organises their boards around themes, which they pin interesting images and information to. For example, people might create a board around ideas for remodelling a room, with the style they like and what furniture they want to include.

Users actively search for ideas and products on pinterest, making their engagement more active than on other social media sites, where their engagement is more passive. This usually means that there is a higher proportion of users that will organically buy products they find on Pinterest as compared to other social media platforms.

Traditionally, the companies with the most success have been business to consumer (B2C) as opposed to business to business (B2B), however that doesn’t mean B2C companies are unable to get return on investment into the platform. The success of the channel will largely depend on the user base of pinterest matching up with your target buyers. Careful research will help determine if there is enough overlap to become viable.

Shopify and Pinterest partnering to have an increased integration around product pins has many benefits. For both platforms, there is access to another large user base. Retailers are able to use Pinterest as a marketing channel to drive sales and shoppers can have an improved user experience when trying to buy products they like.