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Pinterest makes retail play with new ‘buy button’

Pinterest is seeking to commercialise its service with the introduction of a ‘buy button’, enabling its 70m active users to instantly purchase products whilst browsing the site.

The commerce link is just one of a range of new ‘action buttons’ planned for the social media site’s new developer platform whose varieties also include a ‘wish list’ tab to save content for purchase on Amazon later.

This is made possible by expanding an existing system whereby developers route information such things as price data toward the service, which can then be displayed directly on individual pins. In future this could grow to include multi-product buy buttons for situations such as buying recipe ingredients.

Pinterest is angling for a greater share of the lucrative e-commerce market by encouraging brands to establish virtual storefronts on its network, drawing more custom and traffic to the social hub.

The buy button remains a goal at present with users currently restricted to clicking through to external platforms to make a purchase.

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