Pinterest wants to help Shopify merchants maximize their in-stream sales by adding a new streamlined conversion process that makes it faster and faster easier for users to buy directly from your pin lists.
As you can see in this sequence, Pinterest’s new “Hosted Checkout” process allows users to select all relevant product ordering information within the app, rather than directing you back to a retailer’s website to make an actual purchase.
According to Pinterest:
“When someone makes a purchase through a product Pin with a hosted checkout, they choose exactly the product they want — think color or size. Then they tap Buy to enter the hosted checkout experience through Shopify. From there it’s all about final details like shipping and payment.”
This will greatly reduce the friction in the Pinterest shopping process and align it more with Amazon’s “1-Click” checkout process.
Which can be good and bad. It’s definitely handy when you’re trying to find the right item and don’t want to interrupt your app session, but it could also lead to a lot more impulse purchases – which is good for Pinterest and the merchants implementing the process. But it might not be great for users who now have an ugly, shiny, baggy jacket gathering dust in their closet (this may or may not be a real example).
In any case, research suggests consumers want simplified shopping options, while Pinterest’s own findings show that shoppers who used hosted checkout are more likely to make a purchase.
There is also this interesting note:
“Your product Pins also get increased organic circulation in places like the Pinterest home feed, search, and shopping surfaces.”
So it’s also in line with the usual in-app behavior that Pinterest wants to encourage, which in turn will result in you getting more attention by implementing its latest shopping tools.
But it’s a bit limited for now.
Hosted Checkout is currently only available to select US merchants participating in the Pinterest Verified Dealer Program and who use Shopify to sell their products.
“Eligible merchants see the hosted checkout area at the top of the shopping settings in the Shopify app. When you see the option, toggle it on and you’re good to go.”
Not widely used yet, but if you’re a Shopify merchant and have connected your product catalog to Pinterest, you may now have the option to enable streamlined direct purchases in the app.
It might be a good idea, and if you have it available it might well be worth implementing now in preparation for the holiday sales rush.