Pinterest has partnered with Canadian ecommerce site Shopify to launch Buyable Pins, a new initiative that allows merchants to sell their wares directly to consumers via the photo-sharing site.
Buyable Pins include blue “Buy it” buttons, located in the top right hand corner of the post. When shoppers click the button, they can purchase products directly from the Pinterest iPhone or iPad app, using either Apple Pay or their credit card. Processing will be handled by PayPal-owned Braintree, and Stripe.
“Buyable Pins can turn Pinterest from a great source of website traffic into a great source of sales,” said Satish Kanwar, director of product at Shopify, in a release. “Our new Pinterest sales channel will give Shopify merchants the opportunity to be among the first to sell using Buyable Pins. These crafters, makers and unique brands sell the kind of products that Pinterest users love.”
In addition to Shopify, which is used by 165,000 businesses across Canada, Pinterest has also joined forces with retailers Nordstorm, Macy’s and Neiman Marcus, and has partnered with enterprise commerce platform Demandware to make products available from brands such as Cole Haan and Michaels.
Shopify and Pinterest first partnered in 2014 to offer “rich pins,” special pins that include additional information, like price and availability, directly on the post.
According to Shopify, Pinterest is the second-highest driver of all social referrals to Shopify stores (second only to Facebook) and the average order value of sales referred from the site to Shopify merchants is $50.
Pinterest is promoting the new offering with a YouTube video and on social media with hashtag #PinItBuyIt.
