Earlier this month, Pinterest launched a tool that enables retailers to auto-import their online product catalogs as pins, which include up-to-date pricing. Product pins can then be promoted as targeted self-serve shopping ads.

Amy Vener, retail vertical strategy lead at Pinterest states that the company’s product development efforts have “focused on pivoting consumer inspiration to action.”

Though social commerce launched years ago, it is the visual search technology that sets Pinterest apart from other social channels. Using algorithms to scan millions of pins to produce personalized recommendations takes social shopping to a whole new level. In April 2018, Pinterest reported over 600 million visual searches were conducted every month across Pinterest Lens during the first year of its release.

Being able to auto-import a product feed not only allows consumers to quickly access product details, but ensures the consumer is being nurtured throughout their buying journey.