” Our vision of shopping is that you can buy any product you see on Pinterest This is how Adrien Boyer, Director of Pinterest France, explains his company’s new strategy. Driven by the pandemic and with its 400 million users, Pinterest is seeking to become a true commerce platform and to increase the monetization of content from creators. However, the American company does not want to give up its DNA, which is the sharing of images and photographs.
Almost everyone knows Pinterest. Launched in 2010 in the United States, the social network quickly became a great success. In 2021, the company claimed over 400 million active users. Pinterest is also the same recipe from the beginning, since it is always possible to consult and accumulate photographs and images of all kinds, with a few changes.
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“Commerce has always been endemic to Pinterest, but it hasn’t always been answered very well”
However, the platform has been reinventing itself for a few years, taking the turn of e-commerce and content creators. Many features were thus launched in 2021. It is now possible to search for an image of an object and possibly to buy this object afterwards. To push users to shopping, several features were born, such as Pinterest Lens, which allows you to buy from your camera, by photographing an object. As for content creators, several new features are also on the agenda. One of the most notable, for example, is the idea pin, allowing creators to distribute their ideas in the style of a story, by including links to commercial sites. “ Commerce has always been endemic to Pinterest, but it hasn’t always been answered very well “Summarizes Adrien Boyer, also a former employee of Facebook.
This new Pinterest strategy, still little known, is proving to be paying off for the moment. Pinterest France is in a good position in the business constellation. More than 20 million users are registered in France, with one of the highest average shopping baskets of all Pinterest. Sales and profits have continued to grow. Still in deficit by more than $30 million in 2019, Pinterest posted profits of more than $200 million in 2020.
On the consumer and merchant side, trends differ from one market to another. The food and drink categories are “ extremely popular according to Adrien Boyer, as well as those related to life projects, such as furniture in the case of a move. In any case, there is no doubt that the trends in 2022 at Pinterest will be linked to e-commerce and the promotion of creators. As the director of France points out, however, there is no question for the brand of abandoning what has made it successful, it wishes to continue to convey ideas ” positive “.