Pinterest officially confirmed they are launching a Buy Button, launching with selected partners in the US to Apple users. Find out what it is, why brands should use it, and how to get started as/when Pinterest rolls out wider availability. Thanks to Daniela Badalan (Neo) and Mathieu Gillain (Social Lab) for contributing.

1. Pinterest | Buy Button
8th June 2015
Hannah Law, Daniela Badalan and Mathieu Gillain

2. Pinterest Buy Button
What’s new?
q Pinterest is adding a “buy it” button that will enable users to purchase directly
within the app, search by price, and easily select product color, size and quantity.
q Payment processed by Apple Pay or credit card. Merchants fulfill their own orders.
q Launching to Apple users in the US in coming weeks.
q Pinterest won’t take a cut of purchases but will monetize via Promoted Pins.
q The functionality follows Instagram “Buy” ads, Facebook’s Sell Something feature
on Groups, and Twitter's partnership with Barclays Pingit payment service.
Why should a brand use the Pinterest Buy button?
q Pinterest users want to be able to shop for the items they search for and pin. This
new functionality will allow a seamless in-app purchase experience for user.
q The quick and easy potential to buy should increase sales.
q Social media value will be more effectively measured in terms of sales conversion.
q Brands will gain access to data about their customers which could lead to insights
for potential retail partnerships, improved media targeting, and deeper social CRM.
q Insights about which products, photographs, titles and descriptions drive
conversion can be applied to optimize content on other social platforms.
How should brands use the Pinterest Buy Button?
q Pinterest is working with select major brands, including Macy’s, Neiman Marcus,
Cole Haan, Kate Spade and Nordstrom to launch 2+ million “Buy it” buttons.
q Retailers using Shopify and Demandware will soon be able to use Buyable Pins.
q Learn more by asking us social@ogilvy.com
Statistic Source: Millward Brown, 2015
87%o f u s e r s h a d
purchased items
they found on
P i n t e r e s t

3. “People want to buy things on Pinterest”
Ben Silberman, Pinterest CEO and Co-Founder

4. Blue button indicates potential for in-app purchase
Buyable Pins have prominent in-app real estate, featured at the top of search results

5. • Color selections will be
available in handy carousel
below product image.
• User experience has been
optimized for mobile
shopping.
• Users won’t be charged more
than an eCommerce
purchase.
• Pinterest are also planning
how other utility buttons –
such as “Wish List” – could be
added to Pinterest.
“The experience is already a commercial experience”
Tim Kendall, Pinterest General Manager – Monetization