Pinterest launches new international shopping product suite for retailers

Pinterest said the tools can reach high-intent shoppers in new markets, making it “easier to launch, optimise and scale” campaigns and deliver relevant, localised shopping journeys.

Part of the launch enables retailers on the platform to choose a setup that matches how they work. One is through primary country feeds, which means each market has its own full data source that works well if you want more control per country, such as pricing rules.

The other is country and language supplemental feeds to layer on top of the primary data source, which localises price, currency, titles and descriptions.

The next tool is how retailers can activate their chosen setup. Pinterest offers multi-country campaigns and ad groups to give options to scale, as well as test and learn across markets.

Retailers can run a single campaign or ad group to reach several markets at once, or group markets with similar pricing and conversion behaviour so factors such as clicks and add-to-carts can help the system learn faster.

Pinterest has also added a tool called ‘Markets view in Catalogues’, meaning retailers can see where they’re already running shopping campaigns and how each market is engaging, add new destination markets, turn on auto translation, find countries where they are gaining traction and ultimately decide where to increase investment.

Pinterest vice-president of international Greg Owens said: “This launch marks a significant moment for Pinterest’s international commerce business. By delivering the most flexible self-serve setup available on the platform, we’re making it significantly easier for exporters to grow from local market pilots to global reach. 

“Businesses can now replicate their existing catalogue strategy while tapping into native AI-powered capabilities that streamline operations, reduce cost, and create more relevant shopping experiences for Pinterest users in their local language and currency.”