Walmart wants recipe readers on Pinterest to have a direct line to checkout through Walmart’s ecommerce site, so the two companies have crafted a pilot project to make that happen.
In a new experience Pinterest announced on Dec. 8, users will see new options alongside some recipe content in the form of a “Shop Ingredients” button. That button will facilitate adding ingredients to carts on Walmart’s website or app.
Walmart is No. 2 in the Top 2000. The database is Digital Commerce 360’s ranking of North America’s online retailers by their annual ecommerce sales.
Walmart is also No. 8 in the Global Online Marketplaces. That database ranks the top such marketplaces by third-party gross merchandise value (GMV). Digital Commerce 360 projects that Walmart’s online sales in 2025 will reach $148.59 billion.
Walmart web sales by year
How buying ingredients through Walmart from Pinterest works
Pinterest promoted the new features as becoming available “over the coming weeks.” As they appear, options to purchase ingredients from Walmart will appear, along with choices to switch to alternatives, real-time pricing visibility and fulfillment options such as in-store pickup or home delivery.
“Our collaboration with Walmart makes it even easier for people to turn a spark of inspiration, like a holiday recipe, into real-life moments,” said Julie Towns, vice president of product marketing at Pinterest. “Through this new experience, we’re bringing our vision to make every Pin shoppable closer to reality.”
As the new button begins rolling out, Pinterest is marketing its ability to offer similar functionality to other retailers as well.
Walmart’s other new ecommerce pushes for the holiday season
The new Pinterest features accompany other recent announcements from Walmart for the 2025 holiday season. Those include multiple efforts to expand Walmart’s channel presence, online buying options and fulfillment capabilities.
In October, Walmart announced a ChatGPT partnership that enables discoverability and buying through OpenAI’s ChatGPT platform. The partnership will also deploy agentic services to plan and automate some tasks and offer ChatGPT’s “Instant Checkout” feature to Walmart shoppers.
In addition, the retailer is making its Express Delivery, which it promotes as being as fast as within one hour, available until 5 p.m. (in local time zones) on Christmas Eve. That news came as Walmart revealed it would expand its drone delivery service to parts of the Atlanta area. The company works with the drone provider Wing to provide this service.
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