Pinterest has been quietly reshaping itself into a powerful shopping platform, and the results are starting to show. Once known mainly as a source of inspiration, it now offers marketers a suite of tools to turn browsing into buying. Recent updates to its shopping features and storytelling formats are drawing in not only lifestyle brands but also B2B players such as industrial suppliers looking for new ways to showcase products.
What has changed on Pinterest
Pinterest has introduced more shoppable pins, streamlined product catalogues and improved integration with ecommerce platforms. Brands can upload their inventory directly and tag products in pins, making it possible for users to move from inspiration to purchase with fewer steps. Video pins and story pins have also been enhanced, allowing richer content and sequential storytelling that guides a viewer through discovery and consideration.
These improvements are backed by Pinterest’s visual search capabilities. Users can click on an image to find similar items, creating a natural path from content to commerce. For marketers, this creates a unique environment where users are already in a discovery mindset and open to exploring products.
Lifestyle brands finding new growth
Fashion, beauty and homeware brands have been quick to adopt these features. A furniture retailer, for example, used Pinterest’s shopping tools to showcase room sets with tagged products. A viewer inspired by a particular sofa could click through to see matching cushions, rugs and accessories, all available to buy directly.
Beauty brands have also leaned in. A skincare company created a series of story pins showing how to build a routine for different skin types. Each product featured in the routine was linked to its shopping page. The brand reported higher conversion rates compared to traditional social platforms, attributing it to Pinterest’s audience being in an active planning mode rather than passive scrolling.
Industrial suppliers joining the platform
Perhaps more surprising is the emergence of B2B players on Pinterest. Industrial suppliers are beginning to recognise that buyers and specifiers are also consumers who value visual content. A supplier of kitchen equipment for restaurants used Pinterest to create boards showcasing different layouts and design ideas. Each image tagged the specific equipment featured, linking back to product specs and enquiry forms.
By approaching the platform as a source of design inspiration rather than a direct sales channel, the supplier reached architects, interior designers and small business owners planning new venues. The visual nature of Pinterest allowed them to demonstrate functionality and style in a way that traditional catalogues cannot.
Why Pinterest is attractive for marketers
- High intent audience
Users come to Pinterest to plan projects, not just to pass time. They are more open to exploring products that help them achieve their goals. - Evergreen content
Pins have a long shelf life compared to posts on other platforms. A well optimised pin can drive traffic and sales for months or even years. - Rich storytelling tools
Video pins, story pins and visual search enable brands to show products in context, which drives deeper engagement. - Cross sector appeal
While often associated with lifestyle, Pinterest is proving effective for B2B sectors where design, layout or planning play a role.
Tips for marketers using Pinterest
- Build boards around themes that align with customer needs, such as “Workspace Inspiration” or “Summer Outdoor Living.”
- Use high quality imagery that shows products in context, not just against a plain background.
- Tag every product featured in a pin to reduce friction from interest to purchase.
- Monitor analytics to see which pins drive the most engagement and replicate successful formats.
A platform worth a second look
Pinterest’s renewed shopping features and brand storytelling tools are opening opportunities far beyond its original niches. Lifestyle brands are using it to turn inspiration into direct sales, while industrial suppliers are using it to reach decision makers through visuals and context. For marketers willing to experiment, Pinterest offers a space where products can be discovered, explored and purchased in a way that feels natural and inspiring. It is no longer just a mood board. It is a growing marketplace with a unique ability to blend creativity and commerce.
