If you haven’t heard by now, Pinterest is introducing “Buy It” pins for ecommerce. It’s an exciting idea, but they’re very limited in both availability and platform. Here’s what you need to know.

Who’s Using Them, and How

The Buyable Pins are only available to a few select brands right now; Macy’s, Neiman Marcus, and Nordstrom are among the most notable brands who will be early adopters. The Pins function with only two commerce platforms: Shopify and Demandware.

Stripe and Braintree are the payment processors, and Apple Pay is the primary payment method at launch. Pinterest currently does not want to accept credit cards directly.

Device, creation, and cost

Ad placement is sadly limited to mobile placement — more specifically, iOS. It’s a bit weird that they’d launch the pins to show on one specific device, but c’est la vie. 

The new feature essentially functions as an extension of rich pins (where Pinterest pulls in product data specs), so creation should be easy. 

Pinterest is actually not charging merchants OR customers a fee when they purchase through a Buyable Pin. So how do the Pins make Pinterest money? Through partners (retailers and advertisers). Pinterest promoted pins are all based on CPC.

Now that (some) partners have the ability to add a ‘Buy It’ button to their Pins, in theory it makes the ad platform even more enticing. This is purely a move to get more advertisers on the platform. What remains to be seen is if it works. 

Are you excited about the “Buy It” button? Let us know in the comments.

P.S. Hat tip to Social Account Manager Deepika Patel for some of the insights included in this post!

Leave a Comment

Brad O'Brien
Brad joined 3Q as Director of Social after spending several years on the brand side at Provide Commerce & FTD companies. Brad has a strong background in Social, SEO, e-commerce, landing page and test optimizations, analytics, as well as production and promotion of digital content. Originally from New Jersey, Brad went to college in Virginia at James Madison University and received a degree in Marketing. He has called San Diego home for the last seven years, and also works out of San Diego. Brad enjoys surfing, being outdoors, music festivals, traveling, cooking, and spending time with his dog Duke.