Pinterest is making its platform more shoppable and empowering both retailers and consumers with the rollout of “where-to-buy” links—a feature designed to let users shop from multiple retailers directly from Pins, while brands gain deeper insight into purchase intent and campaign returns.
What Are “Where-to-Buy” Links?
This new feature introduces a “Find Retailers” call-to-action below Pins. With a single tap, shoppers see a curated list of trusted retailers—including giants like Walmart, Target, and Amazon—offering the product in stock. Shoppers can compare pricing, delivery, and click through to checkout on whichever platform they feel most comfortable with. The flexibility eliminates the old conundrum of sending traffic to a single link—a brand’s own website or a major retail partner—which often meant sacrificing either conversion rate or data control.
Benefits for Shoppers and Brands
Consumers now enjoy faster, more transparent shopping journeys that reduce bounce rates and improve overall satisfaction. Brands, meanwhile, retain granular data visibility: Pinterest’s native analytics surface “Purchase Intent Clicks” and “Purchase Intent Value” so retailers can see which options consumers prefer and optimize campaigns for maximum performance.
Pinterest has tested the experience: early results show that where-to-buy links yield higher engagement and stronger campaign performance than traditional, one-link approaches to external landing pages.
Seamless Integration With Leading Partners
Pinterest’s where-to-buy links are powered by native partnerships with Pear Commerce and MikMak—two major e-commerce enablement platforms. Pear Commerce’s no-fee, native solution connects shoppers to over 3,000 retailers and 165,000 stores. Any advertiser can launch campaigns directly through Pinterest’s Ads Manager. Brands with existing MikMak partnerships can leverage its advanced analytics and real-time inventory access, covering 8,000 retailers and 3 million store locations, at no extra cost. MikMak’s Rachel Tipograph highlights that Pinterest users can now shop seamlessly offering new lower-funnel opportunities that help boost sales for advertisers.
Why This Matters for Brands and Creators
“With where-to-buy links, we can offer our CPG advertisers the best of both worlds: a seamless shopping experience for consumers and richer, more transparent purchase intent signals for brands,” said Julie Towns, VP for Product Marketing and Operations at Pinterest, in a statement. “By helping advertisers connect inspiration directly to lower-funnel action and gain the actionable insights they need, Pinterest is unlocking new ways for brands to grow and measure success.”
For creators and affiliate marketers, the update removes the friction of dead-end links or irrelevant retailer choices, allowing for more seamless conversions. Brands and influencers can diversify affiliate programs and ensure every click from sponsored Posts or Pins has higher transaction potential.
Context: The Social Commerce Arms Race
Pinterest’s shopping innovations come as social platforms vie to be the go-to discovery and conversion hubs for Gen Z and Millennial shoppers. PartnerCentric’s June 2025 analysis found Pinterest and TikTok are now top product discovery channels for under-35 shoppers, with higher per-shopper spends than legacy Facebook Marketplace. Where-to-buy links fit directly into Pinterest CEO Bill Ready’s vision of the platform as an “AI-enabled shopping assistant,” closing the gap between inspiration and transaction.
Rollout and Beyond
The feature will be fully available to all U.S. advertisers in the coming weeks, in time for the e-commerce holiday surge. Pinterest is expected to expand functionality to other global markets in the near future, continuing to bridge the path from visual inspiration to real-world shopping carts.
For brands, creators, and consumers alike, Pinterest’s latest rollout delivers on its promise: instant, flexible, transparent shopping tied directly to discovery and inspiration, the true future of social commerce.
