Pinterest Integrates Walmart Cart-Building for Recipes
Pinterest has partnered with Walmart to turn high-intent recipe engagement into shoppable grocery baskets, rolling out a pilot that lets users add ingredients from eligible recipe Pins directly to their Walmart online cart.
The integration brings real-time pricing, product substitutions and store-level fulfillment options into Pinterest’s content experience — “closing the loop” between inspiration, product selection and checkout, Pinterest said in a statement shared with P2PI. The experience uses AI to generate dynamic ingredient lists, surface real-time pricing and recommend product substitutions.
The capability appears under a “Shop Ingredients” button on participating recipe Pins. By clicking the option, Pinterest users can send a full ingredient list to Walmart’s website or mobile app, swap items for alternatives, and choose pickup or delivery at their preferred store.
Pinterest & Walmart’s Broader Commerce Efforts
The pilot reflects Pinterest’s broader push to become a commerce-driving platform. The company now reaches 600 million monthly active users globally — an all-time high — and said shopping is one of the fastest-growing segments of its ads business, outpacing overall revenue. More than half of Pinterest’s audience is Gen Z, many of whom rely on the platform for meal ideas, planning and product discovery.
For Walmart, the integration brings commerce capabilities into a high-intent environment where recipe planning and grocery selection often begin. It also illustrates how the retailer is extending its e-commerce and advertising capabilities into third-party environments where shoppers are discovering meal ideas, even if the company has not explicitly positioned the pilot as part of Walmart Connect.
“Our collaboration with Walmart makes it even easier for people to turn a spark of inspiration, like a holiday recipe, into real-life moments,” Julie Towns, VP of product marketing at Pinterest, said in the statement. “Through this new experience, we’re bringing our vision to make every Pin shoppable closer to reality.”
What This Means for Shopper Marketers
For CPGs and shopper marketers, the pilot underscores the growing opportunity to activate in non-retailer environments that can drive retailer-specific conversion. As platforms like Pinterest deepen their shoppable integrations, brands may gain additional ways to surface products within meal inspiration, seasonal planning or content-driven commerce moments that ultimately drive baskets at retail partners.
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Pinterest said the shoppable recipe functionality will continue to roll out to U.S. users in the coming weeks.
