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Why Pinterest's 'Buy It' button is big for online retailers

Lauren Brousell | June 11, 2015
Pinterest users will soon be able to make purchases directly from the site via a new 'Buy It' button. The concept of 'Buyable Pins' is simple, but it could play a key role in the future of online retail.

Prepare for Buyable Pins, polish your supply chain

Businesses should make sure their supply-chain and inventory systems are in tip-top shape and are well integrated with Pinterest if they expect to see significant results from the Buyable Pins. "One of the things about Pinterest is that you can see a pair of shoes that might be from last spring and may be out of stock and that can be very frustrating for someone with [the] intention of making purchase," Etlinger says.

The Buy It button will initially be rolled out to large retailers, including Nordstrom and Macy's, and then to smaller companies in the future. Etlinger says the process will be a learning experience for Pinterest and its retail partners. "This is going to be a slower rollout than some people want it to be. Even though it's a simple blue button, there's a lot of complexity behind it."

 

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