Pinterest is expanding its partnership with Shopify to 27 new countries, including Australia, Austria, Brazil, France, Germany, Italy, Spain, Switzerland and the UK. The Shopify Pinterest Channel is now home to more than 1.7 million merchants. The Channel grants retailers that advertise on Pinterest through Shopify access to Dynamic Retargeting, which enables them to re-engage with Pinners who have already expressed interest in their products on Pinterest.
Pinterest also is launching multi-feed support for Catalogs, a new feature that will help businesses easily upload their products in multiple product feeds within the same Pinterest Business account. Shopify merchants, as well as any retailer with a Pinterest business account, can now add up to 20 product feeds to their account. Each indicates specific local data such as currency, language or product availability.
Many retailers are setting up shops on Pinterest, driven by last year’s explosion in ecommerce sales. Catalog feed uploads increased globally by more than 14X from March 2020 to March 2021, according to internal Pinterest data.
The partnership between Shopify and Pinterest is aimed primarily at small- and medium-sized retailers. According to Pinterest data, 97% of the top searches on the platform are unbranded and consist of two- to three-word queries, which means the majority of consumers are not typing a brand name into their searches. This can help retailers of any size gain more visibility purely on the relevancy of their content and products.
“Small and medium businesses in particular have the opportunity to thrive on Pinterest because they connect with consumers in a positive environment, when they are early in their decision-making journey and full of purchase intent,” said Bill Watkins, Global Head of Mid-Market and Small Business Sales at Pinterest in a statement. “With the retail ecosystem profoundly evolving over the past year, we’re committed to supporting merchants of all sizes by providing them with quick and easy access to our shopping features, without the need to edit code or deploy resources, so they can inspire consumers for what to do or buy next.”