Usually the majority of social traffic to e-commerce sites comes from Facebook. Instagram recently launched ads on its social platform, something many e-commerce companies had been waiting for. Instagram and Twitter both want to be in the e-commerce game and Pinterest seemingly have been forgotten among many e-retailers.
Wall Street Journal today reports that some e-commerce sites really benefit from Pinterest and its social network of Pins.
The furniture retailer Dot & Bo reports that 73 percent of their social traffic comes from Pinterest. The wedding retailer Kleinfeld Bridal almost 68 percent and diamond seller Zales reports 30 percent.
Pinterest might not be for everyone but certain categories apparently works, like interior decoration, jewelry and wedding products among others, that play well with photo collages. Products that people like to collect in pinboards on Pinterest seem to have great potential to lure traffic towards an e-commerce site.
Mostly Female Users
According to WSJ Pottery Barn that sells home furnishing also reports high traffic from Pinterest, almost 47 percent of social referrals. The marketplace for handmade products, Etsy, that usually sells products with enticing pictures enjoys close to 40 percent of its social traffic from Pinterest.
Pinterest has also launched Buyable Pins on its platform and made it possible to buy things without leaving the social network. Something that is especially crucial on mobile.
The main take away from the companies that enjoy great traffic from Pinterest is that they seem to share the values of the users on Pinterest, a demographic that previous reports have pined as 70 percent women mainly in the age group of 25-50. The users are also said to be very good consumers with money to spend, on things they see and pin on Pinterest.
The key take away is that Pinterest, even though it is smaller than many other social networks, can be a sound place to invest your time in as an e-retailer. As long as you are selling something that resonates with its mostly female user base, and especially products for the home and things that look great in pictures and that are "pinnable".