Pinterest for your eCommerce store: Everything you need to know

Pinterest is a powerful visual discovery platform with over 570+ million active users, offering eCommerce businesses a unique opportunity to reach high-intent shoppers. Unlike other social channels, Pinterest’s content has a long lifespan; pins can drive traffic and sales months after being posted. This makes it an invaluable tool for boosting brand awareness, driving quality traffic, and increasing conversions over time. 

For eCommerce leaders, Pinterest delivers measurable ROI by connecting products with consumers actively seeking inspiration and purchase ideas. By utilising Pinterest, businesses can tap into a scalable channel that not only enhances customer engagement but also supports sustainable sales growth. 

In this blog, we’re going to share a beginner-friendly step-by-step guide on how to get started on Pinterest.

Why Pinterest is different from other platforms

Pinterest offers several key advantages that make it a valuable addition to an eCommerce marketing strategy:

• High-intent audience - Users arrive on Pinterest with a clear purpose, whether that is planning a purchase, researching options, or seeking project inspiration. This intent translates into higher engagement and conversion rates compared to casual browsing on other platforms.
• Search-driven discovery - Pinterest’s algorithm prioritises relevant, high-quality content over recency. This means your posts can be discovered months or even years after publication, giving your marketing assets a longer shelf life.
• Content longevity - A well-optimised pin can continue driving traffic long after its initial posting, acting as a lasting asset rather than a short-lived update.

Now that we’ve got to know what Pinterest is, let's get into the guide on how to navigate this platform.

Key features and how they serve your eCommerce goals

How users navigate the Pinterest home feed

When users open Pinterest, they’re greeted with a highly personalised home feed tailored to their interests, searches, and saved content. This dynamic feed helps keep your brand top of mind by showing your products or ideas directly to engaged, relevant audiences.

Engaging with pins also boosts visibility, according to Pinterest; over 80% of weekly ‘Pinners’ have made a purchase based on content they saw on the platform. Regularly refreshing the feed ensures your content stays aligned with evolving user preferences, increasing the chance of discovery and interaction.

How to ensure users can easily search and discover your brand

Using specific, targeted keywords in Pinterest’s search bar allows businesses to tap into high-intent shopper behaviour. According to Pinterest’s internal data shared in their 2023 Business Insights report, 90% of weekly ‘Pinners’ use the platform for purchase inspiration, making search an essential tool for driving relevant traffic to your product pages.

By exploring trending or seasonal topics like ‘Autumn decor’ or ‘holiday recipes,’ brands can align campaigns with timely consumer interests. Following relevant topics and creators further refines the user experience, keeping your brand visible to audiences actively seeking products or ideas like yours.

How boards add another channel for your product ranges

Boards allow businesses to strategically organise content into themed collections that showcase product ranges, seasonal campaigns, or core brand aesthetics.

This focused arrangement makes it easier for potential customers to navigate and engage with your offerings, enhancing brand discovery and driving deeper customer interest. By grouping related products or ideas, boards create a cohesive shopping experience that can increase time spent with your brand and ultimately support higher conversion rates.

Pinterest for your eCommerce brand

Pinterest is particularly effective for online retailers because of its seamless integration with eCommerce features: 

• Shoppable pins - Enable users to purchase directly through Pinterest or click through to your product page.
• Product catalogues - Upload your entire product range to create a browsable store within Pinterest, keeping your listings updated automatically.
• Dynamic retargeting - Re-engage users who have interacted with your pins or visited your website, reminding them of products they viewed or saved.

For brands with visually appealing products, Pinterest effectively serves as a visual catalogue, connecting inspiration directly to purchase.

Advertising and targeting options to reach your customers

Pinterest advertising provides businesses with several formats designed to attract attention and drive action. Promoted Pins can boost the visibility of high-performing organic pins, placing them in front of a wider audience. Shopping Ads showcase product images with pricing and availability, making it easier for customers to explore and purchase items. Idea Pins allow businesses to create multi-page, interactive content that combines images and video to encourage deeper engagement.

Sophisticated targeting capabilities support these advertising tools. Businesses can refine their campaigns by demographics, interests, keywords, and even custom audience lists, ensuring their ads are delivered to the right audience at the right time. According to Pinterest, its ads generate 11.4x more prospects and deliver a 32% higher return on ad spend compared to other digital platforms, making it a cost-effective solution for eCommerce growth.

Best practices for maximising results on Pinterest

• Prioritise high-quality visuals - Use bright, clear, vertical images to stand out in feeds.
• Incorporate keywords strategically - Include relevant search terms in your pin titles and descriptions to improve discoverability.
• Post consistently - Regular activity signals to Pinterest’s algorithm that your account is active, boosting visibility.
• Leverage seasonal trends - Align your pins with upcoming events, holidays, and seasonal buying periods.
• Monitor analytics - Use Pinterest’s business dashboard to track engagement, traffic, and conversion data, refining your strategy accordingly.

If you are ready to unlock Pinterest’s full potential for your eCommerce business, our experts at Visualsoft can design and deliver a tailored strategy to maximise your brand’s reach and sales opportunities. 

Let's discuss your Pinterest marketing strategy today.