Pinterest is turning more of its window shoppers into buyers with newest features

Visual search engine Pinterest is rolling out new features this morning that will make it easier forpeople to purchase the products on its platform.
The $12 billion company, which has250 million monthly active users, has rebuilt the infrastructure behind its product pins with a goal of making the mobile app and website more shoppable, per Pinterests head of shopping product Tim Weingarten.
The company says since it began testing the new features in the previous quarter,clicks on products to retail sites increased by 40 percent. Thats a big win for Pinterest, whose business model relies greatly on advertising revenue.
The three new features includeup-to-date pricing and stock information on all product pins, with links that take pinners to the retailers website, plus a new Products like this category under each fashion and home decor pin, which includes stylistically similarproducts that Pinterest thinks that user will like. Its also added a new shopping shortcut within the app that connects users to similar products to a given pin. That new feature is accessible when users holddown on any home or style pin and click on the price tag logo (second image below).
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When you see something onPinterestyoud like to own you should be able to buy it, or something just like it, that matches your unique style. Thats our vision for shopping withPinterest, Weingarten wrote in a blog post announcing the features. Pinterestis like your personal stylist. We can give you recommendations for products to buy based on your unique taste and whats trending, and show you a range of visual ideas.
Pinterest has been trying to convert its users to buyers for a long time. Last year, the company launchedPinterest Lens, which lets users take a photo of something in their existing wardrobe or a cool pair of shoes they saw someone wearing on the subway, for example, upload it into the app and instantlyview that product or similar ones.
The company has no choice but to beef up its e-commercefeatures, not only because its expected to make the transition into the public markets sometime in 2019 but because even larger players in the space, namely Facebook and Instagram, have begun integrating features that make it easier for their users to discover and consider purchases.
According to a CNBC report, Pinterest is expected to double its ad revenue to $1 billion this year. To date, its secured more than $1 billion in venture capital funding, most recentlyraising $150 million at a $12.3 billion valuation.
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