Pinterest has added multiple “where-to-buy” options it says make it easier for consumers to shop with Pins. This new menu of links allows brand advertisers to drive potential customers to a selection of purchase sites instead of a single source, surfacing multiple in-stock retailer options for a product directly from an ad. Pinterest claims the new presentation format offers richer purchase data and new CPG opportunities. Advertisers will no longer face the “tough choice” of directing shoppers to a retail site for a familiar purchase experience but losing valuable insights or linking to their own site and sacrificing lower-funnel performance.

In short, the where-to-buy links “give people more purchase options in-stream, while also giving brands additional insight into link performance,” Social Media Today summarizes, explaining “Pinterest users will now be able to tap a ‘Find retailers’ call-to-action below a Pin, which will then present a list of options on where they can make a purchase.”

“Where-to-buy links make standard image ads instantly shoppable by helping to surface multiple in-stock retailer options for a single product directly from an ad,” Pinterest explains in a newsroom post that details how with “one tap from an ad, shoppers can immediately view retailer options, allowing them to choose their preferred retailer and add the item to their cart for purchase.”

“If shoppers have more trust in a certain retail platform, you can still drive purchase activity, as opposed to losing them by only offering a single option,” which will also have the added bonus of producing a higher volume of response data from Pins, writes Social Media Today.

To facilitate the expanded menu of shopping options, Pinterest has partnered with e-commerce enablement platforms MikMak and Pear Commerce to provide shoppers with  in-stock options.

“By embedding MikMak’s technology, Pinterest now unlocks seamless native shopping across 8,000+ retailers and more than 3 million store locations with real-time measurement, offering new lower-funnel opportunities that help boost sales for advertisers,” Retail TouchPoints quotes MikMak founder and CEO Rachel Tipograph saying.

According to Statista, as of February Pinterest had 10.6 percent global user growth over 2024 and 578 million monthly active users, with 32.5 percent penetration in the U.S., its most engaged region.

Retail TouchPoints notes the company is proactively adding features like visual search “for women’s fashion in the U.S., Canada and the UK,” while extending relationships with third-parties like Instacart, a collaboration announced in June.

Related:
Pinterest CEO Says Agentic Shopping Is Still a Long Way Out, TechCrunch, 8/8/25
Pinterest Opens Up a Thrift Shop for Gen Z, Tubefilter, 8/21/25