Shop the Look: How Pinterest’s New Shopping Features Are Changing E-Commerce

Pinterest has always been a visual discovery platform, a place where users turn to for inspiration—whether they’re planning a wedding, designing a home, or revamping their wardrobe. But in recent years, Pinterest has been evolving from a mere idea board to a powerful e-commerce engine. The introduction of Pinterest’s Shopping Features has transformed the way people shop online, blurring the lines between inspiration and purchase. For e-commerce brands, this shift opens new doors to engage customers at the very moment they’re ready to buy.

Let’s explore how Pinterest’s shopping tools are revolutionizing the online shopping experience and what it means for both consumers and businesses.

The Rise of Visual Commerce

Today’s consumers want more than just product listings—they want immersive, seamless shopping experiences. Pinterest has responded to this demand by doubling down on visual commerce. Rather than sending users off-platform to shop, Pinterest now integrates shopping directly into the discovery process.

This change has been driven by how people use Pinterest. According to Pinterest’s own data, 85% of weekly users have made a purchase based on pins they saw, and 97% of top searches on the platform are unbranded. That means users aren’t searching for specific products—they’re looking for ideas. By enabling users to shop what they discover, Pinterest’s Shopping Features are bridging the gap between inspiration and action.

What Are Pinterest’s New Shopping Features?

Pinterest has introduced a range of tools to make shopping more intuitive and engaging for users, and more profitable for sellers. Here are the standout features changing the game:

1. Shop the Look

This feature allows users to buy multiple products from a single lifestyle image. For example, if you see a bedroom photo, you can click on individual items like the bedspread, lamp, or rug to find and purchase similar products.

Why it matters: It mimics real-life shopping behavior—people often want to buy an entire look, not just one product. It’s especially powerful for fashion, home decor, and beauty brands.

2. Verified Merchant Program (VMP)

Pinterest introduced the VMP to help users identify trustworthy brands. Verified merchants get a blue checkmark and enjoy greater visibility in search and recommendations. They also gain access to enhanced analytics and dynamic retargeting.

Why it matters: Trust is everything in e-commerce. Being a verified merchant improves brand credibility and can increase conversion rates.

3. Product Pins

These are enriched pins that include up-to-date information like pricing, stock availability, and direct links to buy. When users click, they’re taken straight to the retailer’s site to complete the purchase.

Why it matters: Product Pins make shopping more convenient. They eliminate friction by turning visual inspiration into actionable shopping moments.

4. Shopping Tab

Pinterest added a dedicated “Shop” tab to search results, user profiles, and business accounts. This tab filters results to show shoppable products only, helping users who are ready to buy find what they need faster.

Why it matters: It streamlines the path to purchase and gives product-focused content higher visibility.

5. Pinterest Lens

With this visual search tool, users can snap a photo of an item and use it to find similar products on Pinterest. It’s like Shazam, but for shopping.

Why it matters: Lens takes impulse shopping to a new level. If a user sees a chair in a coffee shop or a dress on a friend, they can instantly find similar items to buy online.

How These Features Are Changing E-Commerce

Pinterest’s Shopping Features are reshaping how brands and consumers interact in several important ways:

1. Turning Browsers into Buyers

Pinterest is now more than a discovery tool—it’s a sales channel. Shoppers no longer need to leave the app or search elsewhere to find products. By integrating shopping into the content itself, Pinterest shortens the buyer’s journey and increases the likelihood of conversion.

2. Boosting Product Discovery

With its visually driven interface and smart algorithms, Pinterest surfaces products users didn’t even know they wanted. It’s not about fulfilling an existing demand—it’s about creating new desire. This benefits small and niche retailers who might otherwise struggle to get visibility on crowded platforms like Amazon.

3. Supporting Brand Storytelling

Pinterest isn’t just transactional. It’s aspirational. The platform encourages brands to tell a story through imagery, themes, and mood boards. This context-rich approach to shopping helps build emotional connections with products.

4. Encouraging Mobile Commerce

With mobile usage skyrocketing, Pinterest’s shopping experience is built for on-the-go users. Features like Lens and Shop the Look are designed for mobile-first engagement, which is crucial as mobile commerce continues to dominate e-commerce growth.

What Brands Can Do to Leverage Pinterest’s Shopping Features

To succeed in this new landscape, brands need to optimize their presence on Pinterest. Here’s how:

• Join the Verified Merchant Program to gain more exposure and trust.

• Create high-quality lifestyle images that tell a story and feature multiple products.

• Use Product Pins with accurate pricing and stock information.

• Tag multiple products in each image using Shop the Look to increase cross-selling potential.

• Optimize for search by using descriptive, keyword-rich titles and board descriptions.

• Stay active and consistent with pinning to keep your brand visible in user feeds and searches.

Final Thoughts

As e-commerce continues to evolve, platforms like Pinterest are leading the way in merging inspiration with instant shopping. With features like Shop the Look, Product Pins, and the Verified Merchant Program, Pinterest’s Shopping Features are making online shopping more visual, interactive, and user-friendly.

For consumers, this means a richer, more enjoyable experience. For brands, it presents a golden opportunity to reach motivated shoppers in a creative, engaging environment. If you haven’t yet explored the power of Pinterest for e-commerce, now is the time. The future of shopping is visual, and Pinterest is painting the picture.