Pinterest has long positioned itself a source for inspiration that could ultimately lead to online purchases. And over the years, it has worked on features to better connect consumers with the products and services they want to buy, like shoppable pins, visual search, AR try-on, product recommendations, and more. Today, the company is rolling out another feature aimed at turning users' saved Pins into purchases: a shopping list.
The new Pinterest Shopping list feature saves all your Product Pins in one place, so when you're ready to purchase you won't have to hunt around through your saved Pins and Boards to find the products you had been considering. Here, you'll find the information you need, including an item's price, reviews, and shipping info in an even grid so you can compare products and make decisions.
The feature, however, isn't just an organizational tool — Pinterest says it will also send out notifications if the items you've saved have dropped in price — which could encourage users to make the purchase.
The Shopping List is available on your Profile page above your other boards, and will include the shoppable items you've saved as well as items you've recently viewed. When you're ready to buy, you can click on the pin to visit the retailer's website to complete the transaction — giving Pinterest the credit for the referral, of course.
The feature will launch first in the U.S. and U.K., and will later roll out to Australia, Canada, France and Germany later in the year, Pinterest says.
Alongside the Shopping List, Pinterest today is also expanding merchant tools with the debut of its Verified Merchant Program in the U.K., Australia, Canada, France and Germany, plus a merchant storefront on profile feature, and new product tagging in Australia, Canada, France and Germany. Launched last year, the Verified Merchant Program offers retailers a way to sign up for a manual review to determine if they meet Pinterest's qualifications for high-quality customer service experiences. If so, they receive a blue checkmark on their profile as a signal to consumers that they're a trustworthy retailer.
In addition, the company is today launching a special two-week long Shopping Spotlight called “The Goods by Pinterest,” which offers users access to limited edition items sold by DTC brands including Brooklinen, Outdoor Voices, Clare Paint, Olive & June, and Maude. And it's running a “Shop the mood” campaign offering curated trends from its annual report, “Pinterest Predicts.”
Though Pinterest notes its users, on average, outspend non-users by 2x every month and have a 85% larger basket size, the way people want to shop online is rapidly changing.
Historically an image-centric idea board of sorts, Pinterest may be left behind as more consumers — and particularly younger shoppers — begin to more heavily rely on shopping via video (both recorded and live), including through influencer-driven content across platforms like Facebook, Instagram and TikTok. Pinterest has only more recently expanded into this area, with the launch of video-first “Idea Pins” last month aimed at creators, and a test of livestreamed creator events around the same time.
The new launches follow a Pinterest earnings beat in April on both EPS and revenue (11 cents vs 7 cents expected, and $485M vs $474M expected), but slowing user growth. The company reported 478 million monthly active users versus the 480.5 million expected, causing the stock to drop 10% after the report came out. The company blamed the decline in user growth and user engagement on the easing of Covid-19 restrictions, as consumers began to spend less time online.
With the new additions, Pinterest wants to better ensure those users who are on its site are not just idly browsing, but actually checking out.