Pinterest unveils new retail-friendly updates

By

Gabriella Lacombe

Published
Oct 1, 2019

Pinterest is further honing its potential as a shopping platform, with a slew of new updates. 

Introduced last week, the new features include a new ‘collections’ format of its mobile ‘Shop the Look’ ads, the expansion of catalogs and shopping ads to new countries and a refreshed version of its business profile.

The updated mobile Shop the Look ads will now allow retailers and advertisers to post items within a single ad in a ‘collections’ format, with the ability to tag up to 25 items. Users will see a preview of four items and have the option to click through multiple images within the ad to see more. Those who wish to purchase items in the ad will be able to access links to check out through the retailer’s e-commerce site. 

According to Pinterest, the Shop the Look ads are set to roll out in the U.S. over the coming months. Shop the Look ads are currently available as an organic shopping feature to select partners in international markets including the UK, Brazil, Germany, France and Japan. 

Elsewhere on the platform, Pinterest is expanding its shopping ads, as well as its catalogs feature, which allows businesses to upload their full catalog to Pinterest and automatically turn products into shoppable Product Pins, to new markets.

Both features will now be extended to select partners starting in France, Germany, Spain and Italy, the company said.  

Finally, a remade version of the Pinterest business profile will include features that allow brands to interact more easily with Pinterest users. Profiles will now allow brands to upload profile covers with customized videos and images, access an updated messaging feature and use a new dedicated Shop tab, which allows users to shop directly within a profile by directing them to the retailers' sites. 

The latest updates follow a separate update earlier this month. The update, which revamped Pinterest’s Lens tool, allows users to take photos or upload images from their camera rolls in order to search for specific products. After selecting an image, the tool now gives Pinners access to shoppable Product Pins, direct links to the seller’s e-commerce check out, and suggestions for similar items.