Pinterest announced today it integrated with ecommerce platform Shopify Inc. to turn client catalogs into shoppable “product pins,” or pins that allow retailers to update price, availability and product descriptions on their Pinterest account. The feature allows retailers to upload their product catalogs and publish in-stock products, all from the Pinterest app integrated on Shopify.

“Merchants are adapting to new realities and looking ahead to the future of retail, which is why we’re focused on making both our ads and organic features available and impactful to businesses of all sizes,” said Jeremy King, senior vice president of technology with Pinterest, in a statement.

Once the Pinterest app is installed to a Shopify site, retailers can add tags to their Pinterest account, which allow consumers to quickly search for a product or category and discover the brand. Additionally, a “shop” tab will appear on the retailer’s Pinterest profile, and Shopify retailers can promote their pins as a paid ad. Once the app is installed, merchants can edit their Pinterest listings through their Shopify dashboard.

Pinterest’s new product pins allow users to see price and product availability of items.

Engagement with product pins on Pinterest has increased 44% year over year with total traffic to retailer websites increasing 2.3 times in the same time period, according to Pinterest.

In the 2020 Digital Commerce 360 Top 1000, 40 retailers currently use Shopify as their ecommerce platform provider. Of those, 85% have an active Pinterest account.

Pinterest begins verifying merchants

The new Pinterest app on Shopify comes after the social media company recently rolled out new features in March to help retailers offer products directly to shoppers, as well as new ways to shop from pins, boards, search and recommendations.

Since the March 20 launch of verified merchants, Pinterest has added several new features to help both retailers and shoppers better connect.

According to the social media company, 97% of top searches on Pinterest are nonbrand-related, meaning consumers are searching in generic terms like “home office,” “patio furniture” or “outdoor bench” instead of terms like “Boll & Branch sheets” or “Wayfair lounge.”

The generic search terms shoppers use, Pinterest says, helps with “leveling the playing field for businesses of all sizes to be discovered.”

Here are some of the new features Pinterest now has:

• Shop from a board: A shop tab will now appear on a consumer’s home decor or fashion board that will showcase in-stock products based on pins she has saved for a specific look or room.
• Shop from search: The new shop tab allows consumers to shop in-stock products by using intuitive and vague terms in the search bar, such as “home decor” or “bathroom design.” Price and brand filters have also been added.
• Shop from pins: Consumers can now hover over pins to see related in-stock items by clicking “shop similar.”
• Style guides: Shopping guides will now appear after consumers search for home-related terms such as “living room ideas.”

Pinterest’s new shopping guides showcase curated content that appears after users search for home-related terms.

Retailers can become verified merchants on Pinterest by submitting a request online. Shopify retailers in the United States and Canada can install the app today, with it becoming available in other countries where Pinterest ads are available in the coming weeks.