Pinterest has announced that it plans to partner with select retailers to allow brands to embed popular pins directly on their websites. The new service will make it easier for users to post content from retail websites to Pinterest, thereby increasing user engagement and potentially driving more traffic onto brands' ecommerce sites.
Shoppers using the new Pinterest feature will be able to "re-pin" items on retailers' pages without being directed back to Pinterest. Brands will also be able to highlight their most recent pins or related pins suggesting other items similar to what the user is viewing.
So far, Zappos, Target (NYSE:TGT) and Walmart (NYSE:WMT) are using the service, which is rumored to also be of interest to Whole Foods (Nasdaq:WFM), Nestle, Zulily (Nasdaq:ZU) and Disney (NYSE:DIS) sites Babble and BabyZone.
Pinterest is growing in popularity among retailers because visitors are 10 percent more likely to actually make a purchase according to a Shopify study. Additionally, Pinners on average spend twice the amount that a shopper referred from Facebook would spend. A recent survey from software firm Piqora found that on average, a Pin generates 78 cents in sales, up 25 percent from the fourth quarter of 2012.
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