The links allow advertisers to connect Pinterest users directly to multiple retailers with in-stock products, creating a smoother path from inspiration to purchase. Early testing shows that ads using these links generated higher engagement and stronger performance compared to campaigns directing users to external landing pages.
GLOPinterest is doubling down on its push to become a shopping destination with the launch of “where-to-buy” links in image ads. The new feature, announced last week, will be available to U.S. advertisers in the coming weeks.
The links allow advertisers to connect Pinterest users directly to multiple retailers with in-stock products, creating a smoother path from inspiration to purchase. Early testing shows that ads using these links generated higher engagement and stronger performance compared to campaigns directing users to external landing pages.
How It Works
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Advertisers can embed “where-to-buy” links in image ads.
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Users are shown a selection of retailers that currently have the product in stock.
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Brands can track purchase intent clicks and value directly within Pinterest, without requiring users to leave for third-party sites.
The feature will be accessible through Pinterest’s Pear Commerce tool, which connects shoppers with more than 3,000 retailers and 165,000 stores, and via MikMak, where existing brand partners can use the new links at no extra cost.
Pinterest’s Bigger Shopping Ambitions
The update is part of Pinterest’s broader strategy to turn its platform into a visual-first, AI-powered shopping assistant. CEO Bill Ready described the company as “an AI-enabled shopping assistant” during its second-quarter earnings call, highlighting ongoing investments in discovery and visual search.
Pinterest has also been expanding its partnership ecosystem:
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In June, the company partnered with Instacart to let select advertisers sell directly via shoppable ads on the grocery delivery platform.
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Other AI-driven enhancements have focused on improving product recommendations and helping users find items similar to the images that inspire them.
Why It Matters for Advertisers
Julie Towns, Pinterest’s vice president of product marketing and operations, said the feature bridges inspiration with direct shopping action.
“With where-to-buy links, we can offer our CPG advertisers the best of both worlds: a seamless shopping experience for consumers and richer, more transparent purchase intent signals for brands,” she explained.
For advertisers, the benefits include:
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Stronger lower-funnel performance by linking inspiration to purchase.
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Richer insights into consumer intent and shopping behavior.
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A seamless customer experience, which reduces drop-off between discovery and checkout.
Why It Matters for Loyalty and Customer Experience
For consumers, the journey from seeing a product to finding out where it’s available is often fragmented. Pinterest’s new feature addresses that gap by creating a frictionless path from discovery to purchase, which not only improves satisfaction but also fosters brand trust. By keeping shoppers engaged within the Pinterest ecosystem and connecting them to reliable retailers, brands have an opportunity to strengthen loyalty through convenience and consistency. Over time, this seamless CX can translate into repeat purchases and deeper emotional connections with both the platform and the brands advertising on it.
The Competitive Landscape
Pinterest’s move comes as social platforms increasingly compete to capture Gen Z shoppers at the product discovery stage. Research from PartnerCentric found that TikTok and Pinterest are leading platforms for Gen Z inspiration, though U.S. consumers still spend most on Facebook Marketplace.
With “where-to-buy” links, Pinterest is aiming to cement its role as the go-to platform where inspiration sparks purchases — and to give advertisers clearer proof of return on their campaigns.
Source: Pinterest / GLO
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