Pinterest Launches Where-to-Buy Links
Pinterest is rolling out a feature called “where-to-buy links” that turn standard image ads into shoppable units.
The links allow CPG brands and advertisers to direct Pinterest users to multiple in-stock retailer options for a single product, an effort designed to give consumers choice and convenience while providing brands with performance data.
How It Works
Users can tap on an ad to see which retailers carry the item and proceed to purchase through their preferred outlet. This approach is designed to combine the engagement of inspiration-driven browsing with the lower-funnel performance of direct purchase opportunities, according to a media release.
Pinterest said early tests show the links generate higher engagement and better performance than campaigns directing users to external retailer landing pages. Advertisers can track metrics such as purchase-intent data to measure effectiveness without relying solely on retailer-owned data.
Partnerships With E-Commerce Platforms
The feature is powered through partnerships with e-commerce enablement platforms MikMak and Pear Commerce.
- Pear Commerce offers a no-fee, native option for all advertisers through the Pinterest Ads Manager, connecting users to more than 3,000 retailers across 165,000 stores.
- MikMak integrates with Pinterest Ads Manager for brands with existing MikMak relationships, providing analytics-driven insights across 8,000-some retailers and more than 3 million store locations.
Where-to-buy links will be accessible to all U.S. advertisers in the coming weeks, per Pinterest.
The collaboration aims to help CPG brands turn inspiration into purchase action while maintaining visibility into shopper behavior.
