Buyable Pinterest Pins Launch

Enterprise cloud commerce solution Demandware, Inc., has announced that it has partnered with Pinterest to enable buyable Pinterest pins within the popular visual bookmarking tool. According to a media release from the company, Demandware has developed an integration that enables a native, secure mobile checkout experience within Pinterest, leveraging the underlying commerce functionality of the Demandware cloud platform to capture and process orders. This first release is only available via iOS-enabled devices.

With more than 70 million monthly active users (according to ComScore), 50 billion Pins and an activity growth rate of 75 percent annually, Pinterest allows customers to discover millions of hand-picked products. According to research from Millward Brown, 93% of active Pinners said they use Pinterest to plan for purchases and 87% said they’ve purchased something because of Pinterest. The Demandware integration allows retailers to leverage the vast influence of the Pinterest community to drive increased conversion on mobile devices.

“People want to buy things on Pinterest,” said Pinterest CEO and co-founder Ben Silberman.

Cole Haan, Ethan Allen, Gardener’s Supply Company, Jo-Ann Stores, Kate Spade and Michaels will be among the first to enable Buyable Pins on Pinterest. Retailers can enable Buyable Pins on product Pins that already live across Pinterest, making it easier for users to purchase the products they want. The transaction is processed by the Demandware platform, leveraging existing business processes and systems, including taxes, payment and shipping. Updates to products and inventory are sent automatically using the Demandware integration framework. Demandware clients will not incur any extra costs and will still own the customer relationship. The aim is a seamless experience for both consumers and retailers.

“There are well over 70 million active users on Pinterest, and many of them pin products with the intent to buy,” said Josh Krepon, Vice President of Global Digital Commerce, Cole Haan. “It’s a tremendous opportunity for Cole Haan to enable Pinners to purchase their favorite products with just a simple click and Demandware has greatly simplified the effort for us to take advantage of it.”

The integration leverages Demandware’s open commerce APIs to expose commerce functionality at the services layer and extend it to the Pinterest application. It creates a product feed to Pinterest and facilitates a simple configuration and connection process. Because all Demandware clients operate on a single code base, the pre-built integration has proven compatibility with the Demandware platform.

“This is a very exciting partnership for Demandware and a wonderful opportunity for our clients,” said Tom Ebling, Chief Executive Officer, Demandware. “Consumers are increasingly empowered through mobile and social channels, and it’s critical that retailers engage with them on their own turf. Enabling commerce within Pinterest allows our clients to drive conversion at this important step of the shopping journey.”

Pinterest Buyable Pins functionality will be available on iOS-enabled devices in the US in the coming weeks. Android and web versions are expected in future releases.

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