Recapturing the Joy of Shopping with Pinterest
If the first 20 years of e-commerce solved for instant buying, the next 20 will solve for the joy of shopping. We believe shopping is about more than just the transaction—it’s about inspiring new ideas through discovery, just like in real life. This year, we’re drawing inspiration from our own Pinners and partners to create an even richer ecosystem for people to shop with intent and buy what they love. This includes Gen-Z using Shuffles, merchants uploading Catalogs, and advertisers experimenting with new formats like Pinterest Premiere Spotlight.
On Pinterest, consumers get to explore a personalized experience tailored to their interests—where they see each new idea, brand and product because of the last one they saved. Essential to that are the merchants and brands who want to be discovered by shoppers with intent. More than half of people think of Pinterst as a place to shop. Being able to shop anything you see is a top request from our users, and it's our vision, too.
“Pinterest makes online shopping feel natural and fun because it’s a core experience on the platform,” said Bill Ready, CEO of Pinterest. “As we continue to make it easier to shop what you see on Pinterest, we're offering fresh new ways for consumers to browse, curate and discover products perfectly tailored to their taste.”
Shuffling how we shop on Pinterest
As digital natives, Gen-Z have grown up in a world where everything is available at the click of a button, and they are Pinterest’s fastest growing cohort. They are among the most active and discerning consumers, and their behaviors shed light on how online shopping will evolve in the future.
Gen-Z have embraced Shuffles, a new app built by Pinterest’s innovation team to unleash creative energy through collages and digital art. Early learnings show that they are looking for self expression and ways to define, stretch, and shop their style. In fact, the top saved Shuffles on Pinterest are outfit collages as people experiment with core aesthetics and design creative mood boards. Whereas most time spent online is spent consuming or scrolling, we’re seeing that Gen-Z is spending hours intentionally curating their looks on Shuffles.
Unlike typical product exploration, Shuffles bring an interactivity that makes the experience inspirational and fun. Gen-Z is curating fresh, relevant content alongside their peers, which is quickly making for a marketplace of trendy, shoppable ideas. The high density nature of Shuffles, which can include layers of product cutouts from multiple Pins, allows consumers to dig deeper and also connect to other Shuffles that include the same Pins.
As we look ahead to how consumer behavior is evolving, we’re testing ways of integrating Shuffles collage content into Pinterest, starting with shopping. New functionalities will include the ability to shop all items from a collage, including reviewing brand and price or identifying alternatives. We’re looking forward to sharing how these features bring a new, more immersive and playful dimension to shopping on Pinterest.
Supercharging merchants with Catalogs
We want Pinners to have the ability to shop everything they see on Pinterest—and retailers are a vital part of making that a reality. In the past year, we have seen a 66% increase in retailers setting up shop by uploading or integrating their digital catalogs on Pinterest. With partners like Shopify, who connect Pinterest to millions of merchants, we have seen 70% growth in active shopping feeds year over year globally.
When merchants connect their product catalog, Pinterest enables the products within it to be discoverable and shoppable via Pins, ads and videos. Pins created via catalog upload get to take advantage of visual technology built for shopping such as Virtual Try On and Pinterest Lens. Merchants also receive a Shop tab on their Pinterest profile, making it easier for consumers to shop their products.
Pinterest can be a propeller for merchants who upload their catalogs, with some categories seeing up to 90% increases in product saves and 30% increases in attributed checkouts over the last six months. That growth is consistent, even in a downturn.
Spotlighting brands in search
We want to make it easy and serendipitous for Pinners to discover what’s new and what’s next for them, while also offering premium opportunities for advertisers to reach them at scale. We’re exploring a new takeover feature called Pinterest Premiere Spotlight that showcases a brand front and center on search. This is a new premium, exclusive placement and we are seeing compelling results thus far.
Search is the front door to discovering new ideas on Pinterest and it’s where many Pinners start their journeys. 97% of top searches on Pinterest are unbranded, meaning users typically don’t type a brand name into their searches on the platform. This gives retailers and brands the opportunity to be discovered as they help consumers go from discovery to decision to purchase. In the coming months, we will be offering even more new ways to help brands connect with shoppers.