Brands like Macy's, Kate Spade, Cole Haan, Nordstrom and Ethan Allen will soon offer Pinterest posts with buy buttons, and users can search the site based on what products interest them and in what price range. The shoppable pins have been expected for some time, and they are in demand for retailers because of Pinterest's ability to capture consumer intent. San Francisco-based Pinterest will not take a sales cut or charge a fee for the buttons.
Its 70 million monthly visitors use the service as a digital pinboard for planning trips, fashion, home design and other projects. Pinterest has been serving Promoted Pins since early 2014, and has added more targeting capabilities and new formats like animated posts called Cinematic Pins.
The "Buy It" button will come by the end of the month to the version of Pinterest that runs on iPhones and iPads. Pinterest said today that more than 2 million products will be instantly buyable.
The announcement of the new Pins comes just as Instagram unveiled its own version of shoppable posts. Advertisers can add the Shop Now buttons to their sponsored Instagram images—but not to unpaid posts.
Pinterest's buy button will be available for all posts from retailers. Users there will be able to search for products and filter the results based on price range and colors.
"Buyable Pins will be discoverable through the same recommendations technology we've been building over the years, including home feed, search, category feeds and boards," Pinterest said in its statement today. "We'll also be launching new search filters to find products based on price and color."
Here's what the shoppable experience looks like: