About a month ago, Pinterest announced that it began to launch Buyable Pins on iPhone and iPad, enabling users to purchase items directly from he app from select partners. These include Macy’s, Neiman Marcus and Nordstrom, as well as Shopfiy stores and retailers powered by Demandware’s enterprise ecommerce platform, the Demandware Commerce Cloud.
Demandware announced on Monday that their offering is live, and said it is working with a small number of retailers across different verticals on their initial Buyable Pins rollouts. Gardener’s Supply Company is one such retailer that has already gone live with the pins.
Cole Haan is also an early adopter. Demandware’s Buyable Pins will be more broadly available later this year, when it will be offered as a “cartridge”.
“With more than 70 million monthly active users (according to ComScore), 50 billion pins and one billion boards, Pinterest is an active community that is ripe with potential buyers,” says Demandware senior writer Lisa Lee. “In fact, 93% of active pinners said they use Pinterest to plan for purchases, and 87% said they’ve purchased something because of Pinterest.”
“According to the Demandware Shopping Index, in Q1 2015, phones accounted for 35% of traffic and 18% of orders worldwide, a year-over-year increase of 38% and 59% respectively,” she adds. “That explosive growth is a clear indication that Buyable Pins present an enormous opportunity for retailers to drive conversion and convert browsers to buyers. In fact, Pinterest says that Buyable Pins have been one of the most requested features since the company’s inception.”
Image via Pinterest, Demandware