Why Pinterest is a Must-Have Channel for Ecommerce Merchants
Lately, I’ve noticed something interesting in the analytics for several of my client’s websites: Pinterest is emerging as a surprisingly strong source of referral traffic. While it’s often overlooked in favor of other social platforms, Pinterest is proving to be a powerhouse for sending highly engaged visitors—visitors who aren’t just browsing, but who are genuinely interested in discovering and purchasing new products.
Ecommerce merchants who are actively pinning, optimizing their boards, and using Rich Pins to enhance their content are seeing tangible results. From seasonal promotions to product guides, Pinterest’s visual, search-driven approach is helping brands capture new customers and drive meaningful sales. If you’re not taking Pinterest seriously yet, it might be time to start.
Pinterest has evolved into a powerful discovery platform that’s often underutilized by ecommerce merchants. It’s not just a place for inspiration—Pinterest acts as a visual search engine and shopping destination, offering several unique opportunities to merchants willing to invest time and effort into the platform. Here are the 9 key ways merchants can leverage Pinterest:
1. Rich Pins for Enhanced Product Information
Rich Pins pull metadata directly from your website and display key product details—like price, availability, and descriptions—right on the Pin. This means that when a user comes across your product on Pinterest, they get all the important information at a glance, increasing trust and reducing friction in their purchase journey. This is especially beneficial for merchants with constantly changing inventories or prices.
Opportunity: Ensure your products appear as Rich Pins so potential buyers have immediate, actionable details, making them more likely to click through and purchase.
2. Visual Discovery via Pinterest Lens
Pinterest Lens allows users to take photos or upload images and find visually similar products and content. By consistently uploading visually appealing and high-quality product images, you increase the likelihood that your products will appear when users search via Pinterest Lens. This is a subtle but impactful way to reach consumers who may not even be aware of your brand but are actively looking for items like yours.
Opportunity: Treat your product images like a storefront. Invest in professional photography, clean visuals, and multiple angles, then ensure every product has a corresponding Pin. Over time, your products will surface in more visual search results.
3. Shopping Features and Catalog Uploads
Pinterest’s Shopping Spotlights, Shopping Ads, and catalog uploads have transformed it into a retail hub. Merchants can upload their entire product catalog and have their items turned into dynamic product Pins. With Pinterest’s dedicated shopping surfaces, users can now browse “Shop” tabs or even see recommended products in style guides curated by Pinterest itself.
Opportunity: Set up a product catalog and take advantage of Pinterest’s shopping features. By having your entire inventory discoverable, you’re opening the door to a steady stream of product impressions, clicks, and sales.
4. Seasonal and Trend-Driven Campaigns
Pinterest is heavily influenced by seasons, holidays, and emerging trends. Users frequently come to the platform looking for gift guides, holiday decor, or seasonal outfits. Merchants who align their Pins with upcoming events or trending searches can tap into a massive audience already primed to buy.
Opportunity: Plan your content calendar around seasonal themes, trending keywords, and major holidays. By posting relevant Pins in advance, you’ll be ready when consumer interest peaks.
5. Keyword and Interest Targeting for Organic Discovery
Pinterest’s search function operates like a visual search engine, and users often type in specific keywords to find ideas. By strategically incorporating popular keywords into your Pin descriptions, titles, and boards, your products can appear organically in search results. Unlike traditional social platforms, Pins have a longer shelf life, meaning a well-optimized Pin can continue to bring traffic and sales months after it’s published.
Opportunity: Conduct keyword research on Pinterest’s search bar (e.g., typing in a term and seeing the auto-complete suggestions) and integrate those terms into your Pins. Over time, your content will rank for popular searches, driving ongoing traffic.
6. Video Pins for Enhanced Engagement
Video is becoming increasingly popular on Pinterest, with users engaging more with dynamic content. Merchants can use video Pins to showcase how their products are used, offer styling tips, or highlight key features. Video Pins often stand out in search results and on user feeds, leading to more engagement and clicks.
Opportunity: Create short, visually compelling videos that demonstrate the value of your products. Tutorials, before-and-after shots, or lifestyle scenes can capture attention and encourage users to learn more.
7. Branded Boards and Community Building
By creating well-curated, branded boards, merchants can build a strong Pinterest presence. This allows them to showcase not only their own products but complementary items, styling tips, and user-generated content. A curated board can serve as a mini-shop window that keeps users engaged and returning for fresh ideas.
Opportunity: Develop boards that speak to your audience’s interests and lifestyles. By pinning both your own products and other inspiring content, you position your brand as a trusted source of ideas, increasing loyalty and driving repeat visits.
8. Promoted Pins for Amplified Reach
While organic reach on Pinterest can be significant, Promoted Pins allow merchants to target specific audiences more precisely. With Pinterest Ads, you can promote your products to users based on their past behaviors, interests, and search habits. This can drive highly targeted traffic to your store and help you build an audience faster.
Opportunity: Test Promoted Pins with a clear goal—such as driving traffic to a product page or collecting email sign-ups. Even a modest budget can generate measurable results, especially when targeting users already searching for products similar to yours.
9. Data-Driven Decision Making with Pinterest Analytics
Pinterest Analytics provides valuable insights into what’s resonating with your audience. Merchants can track which Pins drive the most traffic, identify the best-performing keywords, and see which products are getting the most engagement. Over time, this data allows you to refine your strategy, focus on what works, and continually improve your ROI.
Opportunity: Regularly review your Pinterest Analytics to spot trends and adjust your campaigns. By doubling down on high-performing content and pivoting from underperforming ideas, you’ll ensure steady growth.
Pinterest offers ecommerce merchants a powerful blend of visual discovery, long-lasting content, and integrated shopping features. By leveraging Rich Pins, aligning with seasonal trends, optimizing for search, and experimenting with Promoted Pins, merchants can tap into a platform that consistently inspires action and drives purchases. It’s more than a social network—it’s a visual search engine and shopping destination rolled into one.