Why Your Ecommerce Business Needs to be on Pinterest

Most eCommerce businesses tend to head straight to Instagram and Facebook when considering where to reach their audience. With over 2.9 billion monthly active users on Facebook and 1 billion on Instagram, there’s no wonder why that’s the case. However, for a long time now, there is a social media channel that has gone unnoticed by many businesses. That channel is Pinterest.

Yes, Pinterest is smaller than the Meta channels, however, the stats don’t lie. Pinterest is the place where people go to get inspiration. Whether they are decorating their living room, getting outfit inspiration for an event or even looking for a new recipe to try, Pinterest users are at a crucial stage in the customer journey, an opportunity that your business can’t afford to miss out on.

36 statistics that prove why your eCommerce business needs to be on Pinterest

1. Over 518 million people use Pinterest globally, providing a vast audience for your products.
2. 55% of Pinners are actively looking to purchase products, indicating a high intent to buy.
3. 97% of searches on Pinterest are unbranded, offering an opportunity to introduce your brand to users seeking new products.
4. Pinterest users spend 29% more while shopping compared to non-users, highlighting the platform’s influence on purchasing behaviour.
5. Almost 2 million products are re-pinned daily on Pinterest, showcasing the platform’s role in product discovery.
6. 83% of weekly Pinners have purchased something based on content they saw from brands on Pinterest.
7. 80% of weekly Pinners say they feel inspired by the shopping experience on Pinterest, suggesting a receptive audience for your products.
8. 96% of top searches on Pinterest are unbranded, showing users’ openness to discovering new brands.
9. Pinterest users are 2x more likely to say that ads on Pinterest reflect their personal style compared to other platforms.
10. Gen Z makes up 42% of Pinterest’s global user base, representing a significant audience for trendy and youth-oriented products.
11. Pinterest drives more revenue per click than Facebook, making it a valuable channel for eCommerce.
12. Pinners are 3x more likely to say that Pinterest is the most influential platform for their purchase decisions.
13. 70% of Pinners use Pinterest to find new products, indicating its effectiveness in product discovery.
14. Pinterest users are 2x more likely to be early adopters of new products compared to non-users.
15. Rich Pins provide more context about your products, leading to higher engagement and click-through rates.
16. Promoted Pins blend seamlessly with user-generated content, leading to higher ad engagement.
17. Pinterest’s shopping features allow users to purchase products directly through the app, streamlining the buying process.
18. Pinners are 2x more likely to say that Pinterest helps them find products they can’t find anywhere else.
19. Pinterest users are 1.5x more likely to say they trust brands on Pinterest compared to other platforms.
20. Pins with prices get 36% more repins, indicating that price transparency can boost engagement.
21. Product Pins include real-time pricing and availability, providing users with up-to-date information.
22. Pinterest’s audience is 70% female, but male users are growing rapidly, offering opportunities to target a diverse audience.
23. Pinners are 1.5x more likely to purchase products they’ve seen on Pinterest compared to other platforms.
24. Pins with high-quality images receive 36% more repins, emphasising the importance of visual appeal.
25. Pinterest’s audience is 2x more likely to use the platform to find products for upcoming events, making it ideal for event-based marketing.
26. Approximately 6.4% of the global population uses Pinterest, indicating its widespread appeal.
27. The global user base of Pinterest has been increasing at a steady rate of 11% year-on-year, showcasing its expanding reach.
28. Pinterest users are highly engaged, with the platform receiving 1.16 billion monthly visits, highlighting its effectiveness in product discovery.
29. Pinterest’s monthly active users reached a record high of 537 million in Q3 2024, with notable growth in international markets.
30. Pinterest is a key platform for product discovery, with 70% of Pinners using it to find new products.
31. Pinterest’s user base spans across various countries, including 16.7 million monthly active users in the United Kingdom, offering opportunities to target international markets.
32. Pinners are 5x more likely to engage with branded content on Pinterest than on other platforms, offering a valuable channel for advertising.
33. Pinners are 3x more likely to say that Pinterest is the most influential platform for their purchase decisions, highlighting its impact on buying behaviour.
34. Pinterest users are 2x more likely to say that Pinterest helps them find products they can’t find anywhere else, indicating its unique value in product discovery.
35. 97% of top Pinterest searches are unbranded.
36. 85% of Pinners say they use Pinterest to plan new projects.

Why your eCommerce business needs to be on Pinterest

Businesses should consider Pinterest as a channel within their marketing strategy as, clearly shown from the statistics, it offers an opportunity to reach a highly engaged audience. Let’s dig a little deeper and look at some of the other reasons why Pinterest can be a highly valuable channel for brands…

It’s another search engine to appear on

Think of Pinterest as a search engine, just a highly visual one. Users go on there to seek ideas, solutions, and inspiration. With that in mind, it’s the perfect platform for businesses, especially for those operating in sectors like fashion, decor, beauty, and DIY where a visually appealing search result is satisfying to users and can showcase products/services in a way that captures attention.

Targeted audience

Given Pinterest’s high volume of monthly users, it has a highly targeted audience that are in a discovery mindset, whether they’re looking for ideas/inspiration or planning a project. Businesses can use Pinterest’s keyword features and search functions to reach users actively searching for topics related to their offering.

Longevity of content

Pinterest has a longer content lifecycle in contrast to other social media platforms. For months or even years after being posted, Pins can remain discoverable. The benefit for businesses here is further opportunities for exposure and driving traffic in the future, thanks to the ‘evergreen’ nature of Pinterest content.

Increase website traffic

Businesses using Pinterest can drive traffic to their website using Pinterest as a tool to do so. With engaging visuals and links in the pin descriptions, brands can encourage Pinterest users to click through and explore pages, posts, and products on site. And of course, this can mean more of the good stuff – traffic, sales, and better conversion rates.

A cost-effective way to advertise

With paid advertising options on Pinterest, this can help brands to expand their reach. The platform allows you to target specific demographics, behaviours and interests to do so, meaning that your ads reach the right people at a relatively low cost compared to other platforms.

Elevate your strategy with SEO on Pinterest

SEO on Pinterest – yep, you heard right. This strategy is the epitome of multi-channel marketing, and it’s crucial for maxmising visibility and driving traffic to your content. Pinterest is a visual search engine, meaning its SEO strategies revolve around making pins discoverable based on keywords, engagement, and image relevance.

Let’s take a look at how to implement SEO practices on Pinterest…

Keyword optimisation

Just like traditional SEO, Pinterest SEO requires strategic keyword use. This means incorporating relevant keywords into your profile description, board titles, board descriptions, pin titles, and pin descriptions. Pinterest’s search function prioritises keyword-rich content, so it’s important to understand what terms your audience is searching for and use them effectively.

Quality images

Pinterest is a visual platform, so the quality and format of your images are very important for engagement. Pins with high-quality images or infographics are more likely to stand out in search results. Ensure your images are clear, well-lit, and properly sized for Pinterest – a 2:3 aspect ratio is ideal.

Engagement metrics

Pinterest’s algorithm also takes into account user interaction, such as saves, clicks, and comments. The more engagement your pins receive, the higher the chances they’ll appear in search results. Encourage users to engage with your content by creating compelling, shareable pins.

Use rich pins

Rich pins are a type of pin that provide extra information directly on the pin itself. There are several types, varying from product pins, recipe pins, and article pins, which provide context like prices, ingredients, or blog post headlines. This added information helps your pins stand out and improves SEO by adding more relevance to the content.

Consistency and activity

Regularly pinning fresh, relevant content and re-pinning others’ content keeps your profile active. Like search engines, Pinterest likes to see that you’re ‘alive and breathing’ and rewards consistent activity. With that in mind, aim for a balanced approach between creating original content and engaging with the wider Pinterest community.

These Pinterest statistics and the information provided signal not only the staying power of Pinterest, but its potential opportunities for brands and advertisers when it comes to social shopping. If you’re looking for some guidance on how to make your Pinterest profile stand out from the crowd and how to reach new customers, get in touch with our team today! We can talk you through all things social and really help your business grow.