Pinterest has entered the social commerce space by introducing buyable pins, allowing users to make purchases in the social-sharing platform without being directed to a separate e-business site.
Pinterest engineering manager Chao Wang says in a blog post that the new development is in response to user requests for the ability to buy straight from the platform.
World Wide Worx MD Arthur Goldstuck says this is an obvious development: "We can expect to see all social networks follow a similar route as we move towards an omni-channel shopping environment. Customers want to be able to buy a product, wherever they come across it.
"Buyable pins will certainly make Pinterest more relevant and give it an image of being more than just a frivolous environment for eye-candy around fashion and food."
Users will be able to filter their pins by price, and when making the purchase, will be able to see what different colour options are available.
The site will store personal information, so purchases are seamless after the details have been entered once. Pinterest has set up security features so that no credit card details are stored on the site. "We're working with payment processors who've been protecting people's information for years," says Wang.
Wang says when buyable pins are launched, there will be "millions" of products available to purchase, including brands like Macy's, Neiman Marcus and Nordstrom.
The buyable pins will only be available through the Pinterest iOS app in the US within the next few weeks. The company says it will bring the feature to Android and desktop in future releases. No mention was made when it will be rolled out internationally.
Last year, Facebook introduced social shopping to the social network, a move followed later by Twitter. On both networks, users click on a 'buy' button within an advert and make a purchase without leaving the platform.
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