Pinterest is enhancing its advertising capabilities with the introduction of native "where-to-buy" links for standard image ads. This new feature allows brands to showcase multiple in-stock retailer options for a single product, directly connecting user inspiration to lower-funnel purchasing actions and providing valuable purchase intent signals to advertisers.
Enhanced Shopping Experience for Consumers
Pinterest's latest update aims to create a more seamless shopping journey for users. By integrating "where-to-buy" links directly into standard image ads, consumers can easily discover and access multiple retailers offering a desired product. This eliminates friction in the path to purchase, making it simpler for users to act on their inspiration found on the platform.
Valuable Data for CPG Advertisers
For Consumer Packaged Goods (CPG) advertisers, these new links offer a significant advantage by providing richer and more transparent purchase intent signals. Julie Towns, VP for Product Marketing and Operations at Pinterest, said the feature offers "the best of both worlds: a seamless shopping experience for consumers and richer, more transparent purchase intent signals for brands."
This data allows brands to better understand consumer intent, measure the effectiveness of their media spend, and ultimately drive sales.
Integration and Performance
Brands can leverage this new functionality through existing relationships with MikMak, which embeds its technology to unlock seamless native shopping across thousands of retailers and millions of store locations with real-time measurement.
Alternatively, advertisers can utilize Pinterest's native, no-fee Pear Commerce option. Early results from testing have shown that these embedded links deliver higher user engagement and stronger campaign performance compared to traditional methods relying on external "where-to-buy" landing pages.
Expanding E-commerce Focus
This initiative builds upon Pinterest's ongoing efforts to bolster its e-commerce capabilities. In May 2025, the platform introduced visual search tools for women's fashion, with plans for broader category and country rollout. Furthermore, a collaboration with Instacart in June 2025 allows brands to target high-intent audiences based on Instacart shopper data, further strengthening Pinterest's position as a platform for driving commerce.
