Pinterest automates Shop the Look feature

Anne Freier

In Mobile Advertising. February 11, 2019

Pinterest is to automate its Shop the Look feature which lets users of the microblogging site purchase items directly from Pins.

The company launched Shop the Look back in March 2018 in selected countries. Users have since been able to tap white circles below products to view recommendations for similar items.

The company previously used computer vision technology and human creators to match pinned items to existing products. Now, this process has been automated to make it easier to scale.

For now, the technology only works on iOS, but will soon be coming to Android, according to a blog post by the company.

Coverage of the Shop the Look Pin thus increases by 22.5% and the company added that early testing showed a 7% lift in engagement.

The majority (97%) of posts on Pinterest are non-branded, giving advertisers and brands an opportunity to reach people more organically.

The update is also likely to boost a more consistent user experience across Pinterest.