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Pinterest E-Commerce Now Open for Business

That time you spend on Pinterest may now be categorized as more than mere "research," now that the social platform is launching long awaited pinterest e-commerce functionality.


In what is already being called the fashion catalog 2.0, Neiman Marcus, Macy's and Nordstrom are among the retailers that will be partiipating in the platform's "Buyable Pins" feature, which was launched today at Pinterest's San Francisco headquarters and showed us that by the end of June, you'll be able to choose size, color and other options directly from a pin on your iPhone or iPad.
The demo showed pinners being able to weed through pins based on price points, using an example of results from Rachel Roy items that were within the 100 dollar-range. You'll even be able to scroll through more images of the same product before tapping "buy."


Macy's group Vice President Serena Potter said being able to close that pinning and buying experience is "a huge win" for the department store. "Our ability as retailers to capture our consumers in that emotional moment is what Pinterest is able to do to make that emotional connection." she says.

Neiman Marcus VP of media Natalie Bowman tells Pret-a-Reporter that the buyable pins will help items like Valentino rockstud heels live even longer. "The lifespan of products on Pinterest is much longer---we see a lot of items from older seasons continually being pinned."

With brands like Kate Spade and Cole Haan (and more to be announced this month), eCommerce platform DemandWare is in on the deal too. DemandWare's Marketing SVPElana Anderson says they saw an increase of purchases on mobile phones by nearly 60 percent each year.

Cole Haan is rolling out their next catalog entirely on Pinterest. "These guys came to us in April and since Pinterest is the ultimate visual wish list, and now to make that buyable---why wouldn't we do this?" says VP of Cole Haan global digital Josh Krepon.

Neiman Marcus's Bowman agrees the buyable pins are a reinvention of the traditional 10-page catalog mailer --- now it's endless. "With over a million pins from Neiman Marcus, people are self-curating all of our items into beautiful boards into their own catalogs."

Bowman says with this partnership, she expects to see more results with Neiman Marcus's next cashmere capsule. "It will allow our shoppers to shop more quickly," Neiman Marcus VP of media Bowman says. "Personally, I might spend a little bit more." We feel you, Natalie.

Shoppers can pay using credit card, Apple Pay or Stripe. By the end of the June, it'll launch on iPhones and iPads but Androids will have to wait for the roll-out later in this year.

From our Pinterest daydreams to our shopping bags, this is where the future of shopping starts. It will be interesting to see how celebs and influencers play into the action--perhaps curating board for brands and really driving up those "buy now" buttons.

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