The new feature allows Pinterest users on iOS to search for specific products to buy. The addition to the app brings the social platform into the forefront of mobile commerce, and gives Amazon and Etsy a significant competitor in the space.

“With more than 70 million Pinterest users and the enhanced buyable pin capabilities, retailers can not ignore the expanded selling opportunities on Pinterest,” said David Naumann, director of marketing at Boston Retail Partners. “Social media and mobile apps will continue to offer new opportunities for retailers to extend their selling channels and increase revenues.”

Personal shopping experience
The personal experience on Pinterest creates an environment for users that encourages spending. Many users get inspiration and recommendations from friends and other users through the platform.

These users were previously using this channel for information in the decision-making process, and buyable pins bridged the gap between product interest and product purchase. The addition of the buyable pin search feature allows consumers, who already know they are interesting in purchases, a direct line to what they are interested in.

Users searching for buyable pins can also re-pin what they find, making it easier for buyable pins to be circulated on Pinterest. Friends sharing this content with other friends make it more likely for consumers to purchase.

Users through social media are much more open to other users recommending products and services, rather than a promotional post from a brand or marketer. This is the personal experience that Pinterest creates, and introducing search furthers this on-demand and individualized setting.

Pinterest is emulating a digital retail experience, and consumers now searching for buyable pins will only drive sales for retail partners even more.

Consumers can now click the search bar within the iOS app and type in a product category they are looking for. Various options that fit within the product description will be congregated, available for direct purchase through the app.

Users can also add in details such as price and description information to ensure finding the merchandise they are looking for.

Bringing these options to the Apple mobile device community is huge for Pinterest. IPhone and iPad users make up a significant amount of mobile retail consumers, and introducing features such as buyable pins is vital for its success.

Buyable pins
Horticulture retailer Gardener’s Supply Company was one of the first marketers to jump on board Pinterest’s new buyable pin option to reap the early-bird-gets-the-worm benefits (see more).

Also, Pinterest’s update for sponsored pins gave brands the tools to generate higher sales by incorporating past purchasing history to serve more relevant content to consumers (see more).

“The Pinterest search option for buyable pins enables shoppers to narrow their search to products that are in their desired price range,” Mr. Naumann said. “The search capability should expedite the shopping process by helping customers find the right product at a price they are willing to pay, which will likely result in more purchases.”

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer