What Demandware Customers Need to Know About Enabling Buyable Pins on Pinterest

What are Buyable Pins?

A Buyable Pin, indicated with a blue price, lets pinners buy products directly from Pinterest  without leaving the Pinterest app. 

Why should retailers use Buyable Pins?

Consumers expect to engage with brands when, where and how they want. Buyable Pins allow retailers to engage shoppers where they are finding inspiration - increasingly, that is online communities of like-minded people like Pinterest – and with the devices they are using (mobile) to drive conversion and increase sales.  

With more than 70 million monthly active users (according to ComScore), 50 billion Pins and one billion boards, Pinterest is an active community that is ripe with potential buyers. In fact, 93% of active Pinners said they use Pinterest to plan for purchases, and 87% said they’ve purchased something because of Pinterest. 

Mobile first…

According to the Demandware Shopping Index, in Q1 2015, smartphones accounted for 35% of traffic and 18% of orders worldwide, a year-over-year increase of 38% and 59% respectively. That explosive growth is a clear indication that Buyable Pins present an enormous opportunity for retailers to drive conversion and convert browsers to buyers. 

How do Buyable Pins work in Demandware?

Demandware is the only enterprise cloud platform to enable Buyable Pins. The integration with Pinterest (essentially a cartridge similar to that of other Demandware partners) leverages Demandware’s open commerce APIs and extends commerce functionality to the Pinterest application. Because all Demandware clients operate on a single code base, the pre-built integration has proven compatibility with the Demandware platform. 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. 

The platform is open, with a rich set of APIs, so it is ready for additional integrations and customization. We have an ecosystem of complementary technologies, such as Pinterest, with pre-built integrations to our platform that make it fast and easy to supplement Demandware’s native capabilities as needed to support an initiative. Demandware clients will not incur any extra cost and – importantly – will retain full control over the customer relationship. 

I am not a Demandware client. Can I still sell on Pinterest with Buyable Pins?

While there are other ways to enable Buyable Pins, Demandware is the only enterprise cloud platform to enable Buyable Pins. This means that Demandware clients can deliver on their digital strategies through their existing platform -- the Demandware Commerce Cloud. Demandware clients gain the best of both worlds: they leverage the Pinterest application to drive conversion without losing connection to a central commerce platform.

Can I enable Buyable Pins today? 

Buyable Pins are available to all Demandware customers who are selling in the US. More information about the integration is available in the Demandware LINK Marketplace.

How do shoppers find buyable products on Pinterest?

Pinners will start seeing Buyable Pins all over Pinterest—in their home feed, on the boards they love, and in search results. When they spot a Pin with a blue price that means they can buy it. Pinners can search for Buyable Pins in three ways:

  • By swiping through all the Buyable Pins at the top of their search results, filtering by price to hone in on the right Pin
  • By tapping on the new Buyable Favorites category to find some of the best, hand-picked products on Pinterest
  • By browsing through the Shop category

What about Buyable Pins for the Web and Android devices? 

Pinterest has said that Web and Android capability will be forthcoming, but has not provided a specific date. We will support this capability on the Demandware Commerce Cloud when it is ready for general availability. 

Who should I work with at Demandware to include this capability?

Please email us at .(JavaScript must be enabled to view this email address)

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