Pinterest has partnered with Demandware to make the social media experience shoppable for several brands, including Kate Spade and Michaels.
With more than 70 million monthly active users, 50 billion pins and 1 billion boards, Pinterest gives consumers access to millions of products. Now, using Demandware integration, retailers can drive conversion on mobile devices. Other retailers who have already signed on to the platform, titled Buyable Pins, include Cole Haan, Ethan Allen, Gardener's Supply Company and Jo-Ann Stores.
Retailers can enable Buyable Pins on product pins that are already live. The transaction is then processed by the Demandware platform, which does everything from processing to shipping.
"There are well over 70 million monthly active users on Pinterest, and many of them pin products with the intent to buy," said Josh Krepon, VP of global digital commerce at Cole Haan. "It's a tremendous opportunity for Cole Haan to enable pinners to purchase their favorite products with just a simple tap, and Demandware has greatly simplified the effort for us to take advantage of it."
According to research from Millward Brown, 93 percent of active pinners use Pinterest to plan for purchase, and 87 percent have actually purchased something because of Pinterest. Updates to products and inventory are automatically made through the platform and retailers will not incur any extra costs.
Buyable Pins will be available in the United States in the coming weeks on iOS-enabled devices, with Android and Web versions to follow later on.
Talk of a buy button on Pinterest was rumored earlier this year. And last spring Target (NYSE:TGT), Gap (NYSE:GPS), Banana Republic, Old Navy and Lululemon Athletica (NASDAQ:LULU) were among the retailers to partner with Pinterest on a paid test to experiment with promoted pins.
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