Pinterest rolls out feature that allows users to order groceries directly from the platform

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 27, 2020, 11:39 AM UTC

Users can shop for items of a dish showcased in a post.

Pinterest has brought a shoppable ads capability to the platform, through which users can order grocery items. During COVID-19, the new feature led to strong conversion rates.

Arthur Sevilla at Pinterest says the number of Americans adopting digital channels to purchase groceries in the past six weeks has been more than that in the last six years. Mid-March, 49% of Americans that purchased groceries online in the past year, have either started buying groceries online or are buying more of it online owing to the pandemic.

Between late March and late April, searches containing terms like “leftovers” improved 191%. This is in comparison to the same period in 2019. Interest in “cooking tips” increased 411% among Gen X in the two-week period ending April 19. 

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