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Pinterest announces personalized shopping offers

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San Francisco (AP) – The photo platform Pinterest wants to make more money from online commerce. The US company announced on Thursday that there should be personalized shopping offers for users.

The idea behind it is something like a “personal concierge” for the shopping spree, said Pinterest manager Philip Missler. The interfaces should make it easy for retailers to integrate their product catalogs with Pinterest. Additionally, brands should have access to software tools to identify trends in their areas more quickly based on Pinterest usage.

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Pinterest started out as a platform where users could save photos from the web to so-called bulletin boards about specific topics, for example when planning a vacation or wanting to redecorate their home. Pinterest now also sees itself as a visual search engine where software can identify objects. Pinterest uses this, among other things, to make individual objects in images shoppable. Other apps like Facebook’s Snapchat and Instagram also want to become more of a shopping platform.

The personalization of purchases will depend, among other things, on what users are specifically looking for, as well as the knowledge that Pinterest has collected over time about their tastes and interests. The company also wants to make purchase offers when planning larger events, like a wedding, rather than just brainstorming, Missler said.

Pinterest was one of the winners of the corona pandemic in 2020: more people took advantage of the app lockdown period. But with the removal of the corona restrictions, the number of users fell again. At the end of last year, Pinterest had 431 million active users at least once a month, down six percent from a year earlier. At the same time, sales in the latest quarter rose a fifth year-over-year to $847 million.

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