Pinterest launches new buy and sell features

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Diving brief:

  • Seeking to improve its in-app shopping experience, Pinterest has introduced new shopping features, the company announced via email to Retail Dive.
  • The Pinterest API for Shopping allows sellers to manage their product catalog and metadata. Its product tagging pins now allow merchants to tag their products in their catalog with branded content and imagery, the company said.
  • With the new Video in Catalogs tool, sellers can now create videos for their catalog items, allowing shoppers to view their products from multiple angles. The platform has also added a Shop tab on business profiles to help sellers showcase their wares better.

Overview of the dive:

Pinterest said the platform has released shopping features to catalyze social commerce in the app. Prior to rolling out the Product Pin tagging feature, the platform allowed users to associate Buyable Product Pins with their Idea Pins in October. About a year ago, the platform also started allowing creators to tag products on their Idea Pins and earn commissions through affiliate links and branded offers for sponsored content.

In addition to the new Shop tab on Business Profiles, the platform has added other tools to help users shop based on the content they are looking for or have engaged with on the app. The company introduces a Shop tab for customers in 2020. The previous Shop tab featured in-stock items through its search function or in a similar tab on user boards. Last summer he debuted its shopping list featurewhere users could store their Product Pins and receive discount updates.

Beyond releasing features that allow customers to purchase the content they see on the app, Pinterest has also focused on creating engaging shopping experiences for its users. In November, the platform unveiled Pinterest TV, a series featuring content creators showcasing products from brands like Allbirds and Outdoor Voices in purchasable live streams. Earlier this year he released its Try-On for Home Decor toolan augmented reality furniture visualization function.

But as the platform unveils a suite of new features designed to improve social commerce on the app, the company has undergone a significant leadership change and recently completed a key acquisition. At the end of June, the former president of Google Commerce Bill Ready became the new CEO of Pinterest, and co-founder and former CEO Ben Silbermann became the company’s first executive chairman. Last month, the platform also acquired The Yes, an artificial intelligence platform that uses customers’ brand, style and size information to deliver a tailored e-commerce experience. according to a company press release.

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