The launch of Pinterest’s own streaming show is the latest example of the evolution of e-commerce, as social media platforms embrace shoppable content. The new series that enables viewers to buy products is driving the momentum of social commerce, according to GlobalData, a leading data and analytics company.
In late February, the image-sharing platform Pinterest launched a new series called Deliciously Entertaining, made in partnership with lifestyle media company Tastemade. The 10-episode series features an influencer host and celebrity guests who bring over a unique ingredient to incorporate into recipes. Within each episode, viewers can scan an on-screen QR code that links to Pinterest, allowing them to purchase products that recreate the recipes and tutorials featured in the episode.
Katrina Diamonon, Principal Analyst, Consumer team at GlobalData, comments: “The merging of social media and shopping is an inevitable trend fueled by the sheer amount of time that consumers spend on social media. It allows brands to reach a community of people who share similar interests and are actively engaged, making it a prime platform for product discovery.”
Social commerce is a particularly effective strategy for reaching younger audiences. A survey* conducted by GlobalData found that over four-in-10 Gen Z and Millennial consumers make a purchase using Pinterest Shopping at least once a month, underscoring the inspiration that social media offers in driving purchases.
Diamonon continues: “Not only do younger generations value the fun and inspirational shopping experience afforded by social commerce; they are also able to fulfil their need for immediate gratification. In-app shopping platforms enable users to seamlessly transition from browsing to shopping in one frictionless journey.”
As social commerce continues to gain momentum, it will be crucial for marketers to address its perceived shortcomings, particularly in relation to privacy and trust. According to GlobalData’s survey, 45% of consumers say that they don’t want to give their credit card details to social media sites, while 42% are worried that payment security is not as good on social media as other sites*.
Diamonon adds: “The future of shoppable channels will depend greatly on the ability of companies to provide transparency around data usage and data protection assurances.”
Pinterest’s latest foray into shoppable content follows other social media platforms that have also explored the territory, including TikTok, which is testing a feature that would make all posts on the app shoppable.
Diamonon concludes: “While social media certainly has some data privacy obstacles to contend with, it nonetheless represents a new era of online shopping, that transforms the act of purchasing into a highly immersive, uniquely entertaining, and seemingly more authentic experience.”
*GlobalData 2023 Q4 Consumer Survey, published in December 2023, sample size 21,000
