Pinterest is starting to roll out a buy button on its pins today in the iPhone and iPad apps, the company said.
Buyable Pins let some retailers who are partners with Pinterest and retailers use Shopify and Demandware. The company unveiled Buyable Pins earlier this month, and said at the time that they would be rolling out later in June. The tool lets retailers add a buy button to pins that let users purchase products directly from Pinterest. Users will start getting emails when they can purchase products.
The buy button shows up on Rich Pins, which have much more information than just a normal pin with a link to a product. After putting in their credit card and address, users will get what they purchase delivered to them once they click the buy button. The buy button shows up in all the app’s features, like search and the home feed.
Around two-thirds of the content on Pinterest is pinned by people from business websites, Pinterest’s general manager of monetization Tim Kendall told TechCrunch at the time of the launch. For now, businesses will not be able to promote buyable pins, Kendall said at the time. Pinterest also said today that it’s working with Braintree for some merchants like Nordstrom and Neiman-Marcus. Pinterest also works with Stripe to power its payments.
So, of course, this benefits Pinterest. If there’s more content in the app, and users are okay with most of it being from businesses, then there are more pins for users to discover. If they’re able to buy things directly from Pinterest, then they’ll be more likely to come back and buy products. That benefits advertisers on Pinterest and also gives the company a stronger reason to come back to the app every day.