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Pinterest looks to pre-empt search and become go-to place for retail browsing


By John McCarthy | Opinion editor

November 12, 2014 | 3 min read

Pinterest has announced it is stepping up its game as the go-to place for retail browsing in a bid to take a slice of Google and Amazon's e-commerce marketshare.

Pinterest's is the top social network for referral traffic

Michael Lopp, head of engineering at Pinterest, claimed that the company was looking to redefine how consumers find goods online, according to Business Insider.

Lopp was speaking after Adobe touted the site as the ripest social network for monetisation with it even projected to overtake Facebook in terms of revenue per visit earlier this year, sending consumers through retail portals towards desired products.

At an engineering community event, Lopp said: “When we think of retrieving information, we think of search.

“If you don’t have a keyword though, you’re out of luck and if you want to browse, search engines are the wrong tool. We call this the discovery problem. There's a big opportunity to help people browse and discover ideas and projects before they're ready for search phase.”

The head site engineer commented that Pinterest is in a prime position to target consumers with promoted pins. While Google and Amazon compete to be the platform consumers use to search for products via a specific keyword, Pinterest is where they go to explore new ideas and designs.

The firm is responsible for a massive 23 per cent of referrals to e-commerce sites. Furthermore, Lopp stated that there are 30 billion pinned posts on the social network with that number growing by an average of 25 per cent every quarter.

Helping boost this projected growth, the firm implemented a new analytics tool to collect consumer data in August.

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