In the world of digital marketing, e-commerce brands are constantly seeking platforms where users are not only active but also ready to shop. Advertising on Pinterest (also known as “Adverteren op Pinterest” in the Dutch language) has emerged as one of the most powerful, yet often underutilized, tools for e-commerce advertising. With its visual-first design, highly engaged user base, and strong intent to purchase, Pinterest offers unique advantages that make it a standout platform for online retailers.
What Makes Pinterest Unique?
A Visual Search Engine, Not Just a Social Network
Unlike Facebook or Instagram, Pinterest functions more like a visual search engine than a traditional social media platform. Users don’t just scroll to socialize—they come to Pinterest looking for inspiration, ideas, and solutions, often with the intent to take action.
This shopping mindset sets Pinterest apart. According to Pinterest’s internal data, 83% of weekly users have made a purchase based on content they saw from brands. That’s a significant statistic for any e-commerce business.
Users Come with Intent to Discover and Buy
Pinterest users are planners. Whether it’s finding a product for a wedding, home renovation, or seasonal wardrobe, users actively seek new ideas and solutions. This intent-driven behavior means that users are closer to the bottom of the sales funnel than on other platforms.
Key Benefits of Advertising on Pinterest for E-commerce
1. High Purchase Intent = Higher Conversion Rates
One of the biggest reasons advertising on Pinterest works so well for e-commerce is because users often arrive with the intent to purchase. They’re not just browsing—they’re actively searching for products, which increases the likelihood of conversion.
Pinterest ads integrate seamlessly into organic content, making them feel more like helpful suggestions than traditional advertisements. This leads to a more natural engagement and reduces ad fatigue.
2. Long Shelf Life of Pins
On most social platforms, content has a lifespan of hours—maybe days. On Pinterest, however, pins can resurface and gain traction for weeks or even months after being posted. This gives your advertising efforts a much longer ROI timeline.
A well-optimized promoted pin can continue to generate impressions, clicks, and conversions long after your initial campaign has ended, making Pinterest a more cost-effective platform over time.
3. Strong Visual Appeal for Product Discovery
Pinterest’s design is perfect for product discovery. Since it’s a visual platform, well-designed product images, lifestyle photos, and infographics perform exceptionally well. If your brand invests in high-quality visual content, Pinterest can showcase your products in a way that directly appeals to your target audience.
Brands that sell fashion, home decor, beauty products, food, or anything highly visual tend to thrive here.
4. Demographics That Match E-commerce Buyers
Pinterest has more than 500 million monthly active users, and a large portion of them are decision-makers when it comes to household and lifestyle purchases. The platform is especially popular with women—who drive the majority of consumer spending globally—but has also seen significant growth in Gen Z and male users in recent years.
This broadening audience gives brands multiple targeting opportunities while maintaining strong alignment with e-commerce buyer demographics.
How Pinterest Ads Work for E-commerce Brands
Types of Pinterest Ads
Pinterest offers several ad formats that work particularly well for online retailers:
- Standard Pins – Regular image ads that blend in with organic content.
- Video Pins – Engaging for storytelling or product demos.
- Carousel Pins – Multiple images in a single ad, perfect for showcasing product collections.
- Shopping Ads – Directly linked to your product catalog for streamlined shopping.
- Collection Ads – Feature a hero image or video followed by multiple products.
Each ad type can be tailored to different stages of the customer journey, from awareness to conversion.
Smart Targeting Options
Pinterest offers powerful targeting tools that allow you to reach your ideal audience. You can target based on:
- Keywords (like a search engine)
- Interests and behaviors
- Demographics
- Customer lists (retargeting or lookalike audiences)
- Shopping intent
This precision helps ensure your ads reach users who are most likely to engage and convert.
Integration with E-commerce Platforms
Pinterest integrates easily with major e-commerce platforms like Shopify, BigCommerce, and WooCommerce. You can upload your product catalog and run Shopping Ads that dynamically update product info, availability, and pricing.
This makes Pinterest advertising not only scalable but also low-maintenance for growing online stores.
Real-World Results from Brands Advertising on Pinterest
Many e-commerce brands have seen strong results from Pinterest advertising. For example:
- Allbirds, a sustainable shoe company, uses Pinterest to tell their brand story through lifestyle photography, increasing brand awareness and sales.
- Ruggable, an online rug retailer, saw a 5x return on ad spend (ROAS) with Pinterest Shopping Ads during a seasonal campaign.
- Wayfair, a major home goods retailer, drives consistent traffic and sales through visual search-based ads and retargeting.
These case studies show that with the right strategy, Pinterest can be a high-performing platform for direct-to-consumer brands.
Best Practices for E-commerce Brands Advertising on Pinterest
1. Focus on High-Quality Visuals
Pinterest is a visual-first platform. Make sure your product images are well-lit, styled in context, and formatted for mobile (the majority of Pinterest users browse via mobile devices).
2. Use Rich Pins and Tags
Enable Rich Pins to pull product info (like price and availability) directly into your posts. Also, make use of Pinterest Tags on your website to track conversions and optimize campaigns.
3. Leverage Seasonal and Trend-Based Content
Pinterest users are planners, which means they start searching for holiday content months in advance. Use the Pinterest Trends tool to align your ads with upcoming seasonal spikes.
4. Test and Optimize
Like any advertising platform, success on Pinterest requires testing. Run A/B tests on ad creatives, keywords, and formats. Use Pinterest Analytics to track performance and adjust based on what’s working.
Final Thoughts
Advertising on Pinterest works for e-commerce brands because the platform is built around discovery, inspiration, and shopping intent. With a visually-driven interface, high purchase-ready audience, and strong ad tools tailored for online sales, Pinterest is more than just a place to pin ideas—it’s a powerful channel for growing your e-commerce business.
If your brand sells visually appealing products and you’re looking for a platform where people are actively looking for what you offer, Pinterest could be the hidden gem you’ve been searching for.