DTC brands: Looking to grow social commerce? Don’t overlook Pinterest

If you’re a fast growing DTC brand, there’s no doubt you’re investing in social media marketing for growth. But while TikTok and Meta seem to get all the hype and attention, there’s a social shopping platform you might be underinvesting in – Pinterest.

Once thought of as a digital mood board for DIY projects and wedding inspiration, Pinterest has quietly transformed into one of the most powerful (and conversion-friendly) shopping engines on the web. With its new CEO Bill Ready at the helm (ex Braintree, PayPal and former Head of Commerce at Google), Pinterest now boasts over 550 million monthly active users, a strong user intent to purchase, and deep integration with Shopify.

That’s why we’ve added the Pinterest channel to ShopVision’s Time Machine, so you can track your competitors’ creatives and campaigns, just like Facebook, Instagram, TikTok, email, SMS and Web channels.

Why Pinterest deserves your attention in 2025

1. Pinterest users come to shop

Unlike users scrolling Instagram for entertainment or swiping TikTok for laughs, people come to Pinterest with a purpose: to find inspiration for what to buy, create, or plan. Over 85% of weekly Pinterest users have made a purchase based on a Pin and 55% say Pinterest is their go-to place to shop and discover new products. This is where purchase journeys often begin.

2. The audience is still growing and spending

Pinterest’s user base grew 23% year-over-year in early 2024, making it one of the fastest-growing platforms globally. One-third of Pinners have household incomes over $100,000, making Pinterest the #1 social platform for luxury shopping interest. Pinners also tend to spend more than they expect – 61% say they’ve spent more than planned after shopping on Pinterest.

3. They’re not just browsing, they’re buying

Pinterest users save over 1.5 billion Pins weekly, and those aren’t idle clicks. Pinterest is a high-intent discovery platform, meaning the traffic it drives to your store is primed to convert. In fact, Pinterest doubled the number of outbound clicks to advertiser websites year-over-year for three consecutive quarters in 2024.

4. High ROAS, low CAC

Pinterest ads regularly outperform those on other social platforms when it comes to return on ad spend (ROAS). A Nielsen study found Pinterest delivers 32% higher ROAS on average. Case in point: Prada used Pinterest's new Performance+ tools and saw a 64% drop in cost per action and a 30% boost in conversion rate.

The power of Pinterest + Shopify

Pinterest’s deep partnership with Shopify makes it easy for merchants to hit the ground running. With the free Pinterest app in the Shopify App Store, merchants can:

• Automatically upload their product catalog as Product Pins
• Sync price, availability, and descriptions in real time
• Create and manage Pinterest ad campaigns from within Shopify
• Track performance and conversions without complicated setup

Shopify brands that use the Pinterest catalog integration see up to 90% more product saves and 30% more attributed checkouts. It’s a low-lift, high-reward way to expand your social commerce reach.

Smart, shoppable features built for conversion

Pinterest has been busy rolling out features that blur the line between inspiration and transaction:

• Shoppable product pins display price, availability, and a direct link to the product page.
• Mobile deep linking takes users directly from a Pin to your product page in-app.
• Direct links in ads let users tap and buy in one step, increasing click-through rates by up to 96%.
• AR try-on lets users see how makeup or accessories look on them before they buy.
• Quiz ads and showcase ads offer personalized, interactive shopping experiences.

Plus, Pinterest is leaning into generative AI to help merchants create better ad visuals without needing a full creative team. Tools like Pinterest Ad Labs and Creative Studio help brands build lifestyle imagery that converts.

Pinterest vs. the competition

Let’s compare Pinterest to other major players in the social commerce space:

TikTok: Explosive growth, but driven by impulse buys and in-app checkout. Great for fast-moving products, but conversion rates can be low and merchant data is limited.

Instagram: Massive user base, but Meta has pulled back on its dedicated shopping features. Users aren’t always in a shopping mindset.

Amazon: High conversion, but low brand control and high fees. Pinterest complements Amazon by driving discovery and brand awareness—on your own site.

Pinterest stands out because it sends high-quality traffic to your own storefront. It’s top-of-funnel discovery with mid-funnel intent—a perfect match for Shopify merchants looking to build brand equity and drive profitable traffic.

Real results from real brands

• Prada: Used Performance+ automation tools and saw a 1.8x boost in ROAS
• Wayfair: Increased engagement 5.4x with collage-style Showcase Ads
• Walgreens: Improved CTR by 55% with AI-generated lifestyle imagery
• Glossier: Leveraged user-generated Pins to build community and boost conversions

These aren’t outliers. Many Shopify merchants see better engagement, lower CPCs, and more conversions on Pinterest than on TikTok or Instagram, especially in lifestyle-driven categories like fashion, home decor, beauty, and wellness.

Get ahead with Pinterest in 2025

Social commerce is evolving fast. But Pinterest offers something most platforms don’t: a user base that’s actively planning their next purchase, and a platform designed to convert them from inspiration to checkout.

If you're a Shopify merchant looking to diversify your social strategy and reach more ready-to-buy shoppers, don't sleep on Pinterest. It’s low-effort, high-intent, and built to drive real results.

Ready to get started with Pinterest for Shopify? 

Install the Pinterest app for Shopify, upload your product catalog, and start testing Product Pins and Promoted Pins. Pinterest might just become your highest-ROI social channel this year.

And of course, you’ll want to track your peer brands in ShopVision to get inspiration for how to best show off your hot products. We’d love to give you a demo personalized to your brand.