Selling on Pinterest in the U.S.

Social Commerce in America: Pinterest's Expansion Among Gen Z Drives Platform Sales

From this year, it's now possible to sell directly on the U.S. market through Pinterest.

Pinterest: A Visual Search Engine Driving Social Commerce Growth

Pinterest, the social network that defines itself as a "visual discovery engine for finding recipes, home ideas, style inspiration, and more," is experiencing a remarkable resurgence fueled by social commerce and a focus on Gen Z users.

The platform has reached 518 million monthly active users globally (89 million in the United States), marking a 12% increase compared to 2022 and surpassing the half-billion threshold for the first time. Today, Gen Z accounts for over 40% of Pinterest's user base, overtaking Millennials who initially popularized the platform with mood boards and pins for event planning.

It is rather surprising that these users, despite being far from Facebook's 3 billion or Instagram's 2 billion, save 1.5 billion pins each week. For those aspiring to sell in the United States, this translates into 1.5 billion potential purchases weekly.

Marketing to Gen Z: Conveying Positivity

Pinterest's Marketing Strategy and Opportunities for foreign Companies in the U.S.

Pinterest is gaining attention as it occupies a unique and more positive niche compared to other social networks, serving as a space for exploration and creativity rather than fostering a race for likes and views. Categories where American consumers frequently use Pinterest for purchase ideas or inspiration include hobbies, travel, cooking, home decor, and fashion.

This has not gone unnoticed by B2C companies. With the introduction of shoppable content—a strategy that makes it easier to purchase items featured on boards—they have leveraged their presence on Pinterest not only to sell products but also to enhance their brand image.

What sets Pinterest apart from other social networks is its shopping approach. Users often come to the platform actively looking for something to buy, rather than simply scrolling through posts. This modern "window shopping" has made Pinterest an attractive sales channel for young consumers in the United States.

At the same time, Pinterest can serve as a powerful tool to guide potential customers to the top of the marketing funnel or "Top of the Funnel" (TOFU), focused on brand awareness.

Current Performance and Financial Projections for Pinterest

Pinterest has seen revenue growth thanks to major retailers like Urban Outfitters and Vuori, as well as advertisers from Asia and other international markets aiming to reach Gen Z in America. For the second quarter of 2024, the platform projects revenues between $835 million and $850 million, exceeding analysts' estimates of $828 million.