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The Evolving Role Of Pinterest In Retail Transactions

Posted By Malti Bhojwani
Posted On 2023-07-13
Pinterest's introduction of new features such as Shop the Look and Product Pins have made it easier for consumers to make purchases directly through the platform.

Brands can also track conversion rates, sales data, and customer insights via Pinterest Analytics.
As Pinterest continues to evolve, retailers need to adapt their strategies accordingly.

Retailers who prioritize visually engaging content and provide an effortless shopping experience are likely to succeed on this platform.

How Pinterest Works

Pinterest is a social media platform that allows users to share and save images and videos.

It is similar to other platforms such as Instagram and Facebook, but it also has some unique features that make it stand out. For example, Pinterest allows users to create boards, which are collections of pins (images or videos that have been saved from the internet).

These boards can be organized by theme, and they can be shared with other users.

Pinterest is often used for inspiration, whether it be for fashion, home decor, or recipes. Users can browse through pins and save the ones they like to their own boards. When someone else views one of your pins and saves it to their own board, this is called a "repin." The original pinner gets credited with the repin. You can also "like" or "comment" on pins.

One of the unique aspects of Pinterest is that it is not just a social media platform, but it is also a search engine.

This means that you can use Pinterest to find ideas and products that you are interested in. You can either search for specific items or you can browse through categories. When you find an image or video that you like, you can save it to one of your boards.

You can also follow other users or brands on Pinterest, which allows you to see their pins in your feed. The vast majority of retail brands are now present on Pinterest given its growing importance as a driver of both website traffic and

Benefits of Using Pinterest for Retail Transactions

As the number of people using Pinterest grows, so does its potential as a platform for retail transactions. Here are some of the benefits of using Pinterest for retail transactions:

1. Increased brand awareness :
A study by Millward Brown found that ads on Pinterest are twice as likely to be seen as ads on other social media platforms. This means that businesses can use Pinterest to increase their brand awareness and reach new customers.

2. Higher conversion rates :
A study by RichRelevance found that users who see pins from retailers are 10% more likely to make a purchase than those who don't. This shows that Pinterest can be an effective way to drive conversions and sales for businesses.

3. Improved search visibility :
Since Pinterest is a search engine, businesses can use it to improve their visibility in search results. This can lead to more traffic and sales for businesses that optimize their content for Pinterest search. 4. Access to valuable data :
Businesses can use Pinterest's rich data insights to learn about their audience and what they're interested in. This information can be used to create more targeted content and ads, which can lead to higher conversion rates.

Retailers Who Have Used Pinterest in Their Businesses

In recent years, Pinterest has become a go-to platform for retailers wanting to connect with consumers and promote their products.

And it's no wonder why - according to a 2017 report from Business Insider, 87% of Pinners say they've purchased something because of Pinterest, and 80% say they use the platform when making purchase decisions.

So what does it take to be successful on Pinterest? We asked four retailers who have used the platform to drive sales and grow their businesses. Here's what they had to say:

1. Be Strategic in Your Pinnable Content
When it comes to creating content for Pinterest, it's important to be strategic. Think about the kinds of things that your target audience would be interested in - and make sure your content reflects that. For example, if you sell women's clothing, you might want to create pins featuring your latest styles, outfit inspiration, or how-to guides.

2. Use High-Quality Images and Videos
On Pinterest, visuals are everything. That's why it's important to use high-quality images and videos in your pins.

Not only will this help you stand out from the competition, but it will also help you attract more engaged followers.

Strategies for Implementing Pinterest into Your Business Model

As the visual social media platform of choice for many brands and businesses, Pinterest is a powerful tool for driving traffic and conversions. Here are some tips and strategies for incorporating Pinterest into your business model:

1. Create visually appealing pins that represent your brand.

2. Optimize your website and product pages for Pinterest. Include high-quality images and text that can be easily pinned.

3. Use keyword-rich descriptions to help your pins get found in searches.

4. Use hashtags to reach a wider audience and promote your content. 5. Join relevant group boards to reach a larger audience with your pins.

6. Collaborate with other businesses and influencers in your industry to create joint promotional content.

7. Host giveaways and contests on Pinterest to drive engagement with your brand.

Understanding the Value of Visual Content

Numerous studies have shown that visual content is more engaging and memorable than written content.

In the case of Pinterest, users are shown Pins related to their interests as they scroll through the platform. This algorithm ensures that retail brands have a captive audience for their products.

When users see a product they like, they can "pin" it to their own board or save it for later.

Retail brands can take advantage of this user behavior by creating high-quality images and videos that capture the attention of potential customers.

In addition, retail brands can use Pinterest's Ads Manager to create Promoted Pins. These are essentially ads that appear in users' feeds, and they can be targeted to specific demographics and interests. By investing in Promoted Pins, retail brands can reach a wider audience and drive traffic back to their website or brick-and-mortar store.

User Engagement Strategies to Increase Purchases

Pinterest is a social media platform that has been growing in popularity in recent years. The platform allows users to "pin" images and videos to their personal boards, which can be organized by theme or topic.

Users can also follow other users' boards, as well as explore pins by topic.

While Pinterest started out as a primarily visual platform, it has since evolved into a powerful tool for retailers.

In fact, many retailers are now using Pinterest to drive traffic to their websites and increase sales.

There are a few key strategies that retailers can use to increase purchases through Pinterest: 1. Use high-quality images and videos :
When creating pins, be sure to use high-quality images and videos that are relevant to your product or service.

Pins with poor quality images or videos are less likely to be repinned, and will ultimately do more harm than good for your brand.

2. Be active and engaging :
In order to make the most of Pinterest, you need to be active on the platform. This means regularly creating new pins, repinning other users' content, commenting on pins, and joining conversations in relevant group boards.

The more active you are, the more likely you are to drive traffic back to your website or blog.

3. Use rich pins :
Rich pins include extra information about your product or service right on the pin itself. This can include things like price, availability, and descriptions. Rich pins are


In summary, Pinterest's role in the retail industry is ever-evolving and becoming increasingly important as a platform for connecting retailers to customers.

By taking advantage of their advanced targeting tools, powerful analytics capabilities, and ability to accommodate various types of purchases directly on their site, brands can effectively use Pinterest to drive sales and solidify customer loyalty.
We anticipate that over time the social media giant will continue its march towards becoming one of the most influential eCommerce platforms worldwide.