Pinterest expands Lens search with shoppable products addition

Anne Freier | September 18, 2019

App Business

Pinterest has launched updates to a feature that makes it easier for users to visually search for a product. Out and about, if you spot a product you like, you can now snap a photo with Pinterest’s Lens camera and it will try and match a product or find the exact one.

The majority of Pinners (80%) already begin with a visual search when shopping compared to non-Pinners (58%), according to new research by Pinterest.

Pinners can then zoom in to see recommendations. The technology already identifies over 2.5 billion objects within the home and fashion categories.

The company has upgraded its Lens design to make it easier and faster to take photos and upload them quickly.

Photos can also be saved from Lens, turned into a Pin and saved to a Board.

“A picture is indeed worth a thousand words,” says Kieley Taylor, Global Head of Social, GroupM. “With Pinterest’s investments in pioneering technology, computer vision, and machine learning, Pinners benefit from communicating what they want in an instant, without resorting to obscure strings of terms, hoping that they’ll find what they want. We see significant value for brands to tap into visual search on Pinterest as it will allow wider discovery by tastemakers and drive meaningful consumer engagements online and off.”

The new Lens feature now integrates shoppable Product Pins for even easier checkout.

Pinterest’s own research also found that when shopping online, 85% of respondents rely more heavily on visual information than text. Another 55% of consumers say visual search is important to help them develop their style and taste. Almost half (49%) said they developed a better relationship with brands through visual search whilst 61% said visual searches elevated their experience whilst browsing in-store.

Pinterest also added that Pincodes were now used across many large retail brands worldwide. Pincodes are essentially QR codes that brands can use to connect the offline and online experience.

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