Pret-a-Reporter

Pinterest Launches E-Commerce

"Buyable Pins" on Pinterest.

“Buyable Pins” are coming to your phones and tablets courtesy of Neiman Marcus and Nordstrom. Be warned.

That time you spend on Pinterest may be categorized as more than mere "research" now that the social platform is launching long-awaited e-commerce functionality.

In what is already being called the fashion catalog 2.0, the platform's "buyable pins" feature will be supported by Neiman Marcus, Macy’s and Nordstrom among many other retailers. By the end of June, you'll be able to select an item and choose size, color and other options directly from a pin on your iPhone or iPad.

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The demo unveiled today at Pinterest's San Francisco headquarters featured pinners weeding through pins based on price points. You'll even be able to scroll through several images of the same product before tapping “buy.”

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Macy’s group vice president Serena Potter says being able to merge that pinning and buying experience is "a huge win” for the department store. "Our ability as retailers to capture our consumers in that emotional moment is what Pinterest is able to do to make that emotional connection." 

Neiman Marcus vp media Natalie Bowman tells Pret-a-Reporter that the buyable pins will help sustain the desirability of items like Valentino rockstud heels. “The lifespan of products on Pinterest is much longer — we see a lot of items from older seasons continually being pinned.”

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E-commerce platform DemandWare is in on the deal too. DemandWare's senior vp marketing Elana Anderson says they saw an overall 60 percent increase year over year in purchases made via their platforms on mobile phones.

Cole Haan is rolling out their next catalog entirely on Pinterest. “[Pinterest] came to us in April, and since Pinterest is the ultimate visual wish list, and now to make that buyable — why wouldn’t we do this?” says Cole Haan vp global digital commerce Josh Krepon.

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Neiman Marcus's Bowman agrees the buyable pins are a reinvention of the traditional, 10-page catalog mailer — but now it’s endless. "With over a million pins from Neiman Marcus, people are self-curating all of our items into beautiful boards, into their own catalogs."

Bowman says with this partnership, she expects to see more results with Neiman Marcus’ next cashmere capsule. “It will allow our shoppers to shop more quickly,” Bowman says. “Personally, I might spend a little bit more.” We feel you, Natalie. 

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Shoppers can pay using credit card, Apple Pay or Stripe. By the end of the June, the feature will launch on iPhones and iPads, but Androids will have to wait for the rollout later in the year. 

From our Pinterest daydreams to our shopping bags, this is where the future of shopping starts. It will be interesting to see how celebs and influencers play into the action — perhaps curating boards for brands and really driving up those "buy now" buttons.

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