Pinterest strives to combine inspiration with shoppability

Alex Brownsell

Pinterest’s Head of Retail Tim Woollias on how brands can make shoppable content more immersive.

The shift to shoppable media is accelerating. TikTok has become the latest social platform to trial in-app shopping formats, in the hope of mirroring the huge success of its Chinese equivalent, Douyin, which reportedly ran up $26bn in online sales in its first year of operating.

By Western standards, Pinterest was an early adopter of social commerce – not least in its investment in visual search technology, enabling users to seek out (and, ideally, buy) identical or lookalike products through its platform.

Hundreds of millions of Product Pins posts now link directly to product...

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