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Mike Fletcher 

Pinterest and Shopify expand social commerce partnership globally

Pinterest and Shopify expand social commerce partnership globally

Pinterest has expanded its partnership with Shopify beyond the US and Canada and into 27 new countries including the UK.

The Shopify Pinterest channel now allows more than 1.7 million Shopify merchants around the world to bring their products to Pinterest and turn them into shoppable Product Pins, which are discoverable across the platform.

Merchants advertising on Pinterest through Shopify also now have access to Dynamic Retargeting for the first time, which enables them to re-engage with Pinterest Pinners who have previously expressed interest in their products.

Pinterest has also launched Multi-feed support for Catalogs - a new feature allowing businesses to upload products in multiple product feeds within the same Pinterest Business account.

Shopify merchants, as well as any retailer with a Pinterest business account, are able to add up to 20 product feeds, each indicating specific local data such as a currency, language or product availability.

Multi-feed support for Catalogs gives retailers the opportunity to upload a specific feed for each market they sell products in but also to upload feeds to serve different advertising strategies such as prospecting or retargeting.

Bill Watkins, global head of mid-market and small business sales at Pinterest said: “Pinterest is an inspiring place to shop and we're excited to expand our partnership with Shopify to help merchants in 27 more countries grow their shopping presence on Pinterest globally. Small and medium businesses in particular have the opportunity to thrive on Pinterest because they connect with consumers in a positive environment when they are early in their decision-making journey and full of purchase intent.

“With the retail ecosystem profoundly evolving over the past year, we’re committed to supporting merchants of all sizes by providing them with a quick and easy access to our shopping features without the need to edit code or deploy resources so they can inspire consumers for what to do or buy next.”

According to Pinterest, 97% of the top searches on the platform are unbranded and consist of two or three-word queries.

Businesses of any size therefore have an equal chance to be discovered by consumers who are open to all types of brands and who are planning their next purchase.

Lola Oyelayo-Pearson, director of UX, channels and financial services at Shopify said: “Discoverability is top of mind for Shopify merchants and social commerce has been a driving factor in helping independent businesses build meaningful audiences, particularly throughout this last year when we saw installs of our social commerce channels grow 76%.

“Expanding the Pinterest channel globally will mean that more than 1.7 million merchants using Shopify can now tap into the purchasing power of over 450 million Pinterest users by building thoughtful, targeted marketing campaigns.”

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