Pinterest Shopping Ads Are Now Available to More Brands

Visual search tool Shop the Look was introduced in four more countries

Pinterest is testing new designs for its Shopping Ads Pinterest

“Hundreds of businesses” are getting access to Pinterest Shopping Ads, which it began testing with “a couple of dozen” retailers—including Ulta, Venus, Overstock, Lowe’s, eBay, Wayfair and IKEA Canada—last year.

Shounak Simlai, who works on product marketing for Pinterest, said in a blog post that 90 percent of Pinterest users make purchase decisions while on the platform and 70 percent use it to find new products.

With Shopping Ads, Pinterest uses its visual search technology to bring users to the items in retailers’ product feeds that they would most likely be interested in purchasing.

Simlai wrote, “With Shopping Ads, businesses can seamlessly turn their product catalog into visual, actionable ads. Since Shopping Ads pull automatically from an existing product feed, they’re especially useful for brands that want to scale their Pinterest advertising.”

Pinterest is also testing new ad designs for Shopping Ads, with Simlai sharing the example below and saying it enables Pinterest users to view products from multiple angles. Another ad unit being tested mixed product shots and lifestyle imagery, “so people see how products could fit into their lives,” he wrote.

Pinterest said brands that are interested in Shopping Ads can fill out this form, adding that they require an existing product feed, and they can be set up through Pinterest or via marketing partners 4C or Kenshoo.

Pinterest also announced that its Shop the Look visual search technology is now available in France, Germany, Japan and the U.K.

Shop the Look was introduced in February 2017 as a way for users to browse and buy items they see in fashion and home Pins.

Tapping the blue circle on a product in a Shop the Look pin will bring up recommendations for similar items that are available for purchase via Pinterest or brands’ sites, and Buyable Pins also include ideas for what to do with those products. David Cohen is editor of Adweek's Social Pro Daily.