Pinterest and collecting recipes? Of course. But that's no longer the whole story. For online store owners, Pinterest has become a serious sales channel, one that's often underestimated.
The beauty of it is that you don't have to post daily like you do on Instagram, yet Pinterest can still help your online store grow consistently. Sound good? Read on.
Pinterest isn't social media, it's a search engine
Here's the thing: people aren't scrolling aimlessly through Pinterest like they do on Instagram or TikTok. They're actively searching for ideas, inspiration, and products. They have a plan and often their wallets within reach.
That's what makes Pinterest fundamentally different from other platforms. On Instagram, you're competing with cat videos and vacation photos. On Pinterest, you're competing with other solutions to a problem someone is actively trying to solve. "Gift for mother-in-law," "designing a small bathroom," "sustainable wedding dress"—these aren't empty scrollers; they're ready-to-buy potential customers. Do you sell lifestyle, home decor, fashion, or gift products? Then Pinterest is worth its weight in gold.
The Numbers: Why Pinterest Works for Online Stores
Still not convinced? These statistics speak volumes:
- Pinterest has over 450 million monthly active users worldwide
- 85% of weekly users have made a purchase based on pins
- Pinterest users spend on average 80% more than users of other platforms
- 97% of searches on Pinterest are unbranded; people search by product, not brand. That's your chance.
While Instagram algorithms can be a constant source of content, meaning you're forgotten within 24 hours, Pinterest pins remain discoverable for months or even years. One strong pin can drive traffic for years without you having to lift a finger.
What does Pinterest actually bring to your webshop?
Long-term visibility – A good pin stays searchable for months, sometimes years. Try that with an Instagram post.
Ready-to-buy visitors – Pinterest users are often already in the orientation or decision phase. They want to buy something, they just don't know exactly what yet.
Double SEO power – Pinterest is well-indexed in Google, so your pins can also be found through search engines.
Affordable ads – Pinterest ads are often less expensive than Facebook or Instagram Ads, with similar targeting options.
Automation is possible – With the right tools, you can schedule pins in advance and have evergreen content reappear automatically.
What this looks like in practice
A Dutch example: a small webshop specializing in sustainable children's clothing started using Pinterest seriously two years ago. The owner consistently posted 5-10 pins per week, targeting keywords like "eco baby clothes," "sustainable children's fashion," and "first birthday gift."
The result after six months? Pinterest became the webshop's second-largest traffic source, with only Google bringing in more visitors. The difference with Instagram: those Pinterest visitors converted three times better. This makes sense, as they arrived with purchase intent rather than a scrolling thumb.
5 tips to get started with Pinterest today
1. Set up a business account and claim your webshop
With a business account, you get access to analytics and ads. Connect your online store so Pinterest recognizes your domain. You can do this via Pinterest's "claim" function in your account settings. Follow the steps, add the verification code to your website, and you're done. With a Shopify online store , it's incredibly easy; this system integrates almost seamlessly with Pinterest.
2. Think in keywords (and this is how you find them)
Pinterest works like a search engine, so findability is key. Use the words your customer would type in your pin titles and descriptions.
But how do you know which keywords those are? Simple: use Pinterest itself. Type a relevant word into the search bar and look at the suggestions Pinterest automatically completes. These are popular searches. For example, "gift" is supplemented with "Mother's Day gift," "girlfriend gift," or "husband's 50th birthday gift." These are literally the terms people search for.
Other sources: Google's "People Also Ask" section or simply your own customer questions. Pinterest trends are also super interesting for this!
3. Create signs that suit your customer
Organize your Pins into themed boards. Not based on your product categories, but on your customer's experience.
So not: "Autumn 2025 Collection" But: "Cozy autumn outfits", "Gift tips for baby showers", "Sustainable living with children"
This helps Pinterest understand your content and attract exactly the right people.
4. Invest in strong visuals
Pinterest is 100% visual. Here are a few practical guidelines:
- Use vertical images (2:3 ratio is ideal, for example 1000x1500 pixels)
- Ensure high quality – grainy photos will be passed over by everyone
- Add a text overlay to make it immediately clear what your pin is about
- Use video!!
- Keep your corporate identity consistent: the same fonts, colours, atmosphere
Canva is your best friend here. You can even create templates that you can reuse over and over again.
5. Try Pinterest Ads for faster results
Growing organically on Pinterest is possible, but it takes time. Want faster results? Start advertising.
Start simple: promote your best-selling products or latest collection. You can target interests (e.g., "sustainable living"), keywords (e.g., "child's birthday gift"), or look-alike audiences based on your website visitors.
The cost? Often lower than on Meta. And because Pinterest users are already in buying mode, your conversion rate is often higher.
First things first: make sure your branding and webshop are Pinterest-ready
Before you start pinning, a reality check. Pinterest users are visual learners and can easily see through cluttered branding. If your pins look fantastic but your online store is amateurish, your visitor will still lose interest.
So make sure that you:
- have consistent colors and typography
- professional product photos used
- have a fast webshop (mobile and desktop)
- places clear calls to action
- you have correctly installed the Pinterest tag (you need it for advertising and analytics)
Frequently Asked Questions about Pinterest for Online Stores
How often should I pin? Consistency is more important than volume. Start with 3-5 pins per day and increase as needed. Use a scheduling tool like Tailwind or Later so you don't have to manually post every day.
Does Pinterest also work for B2B? It's not as effective as for B2C, but it can be done. Especially if you can visualize your services (think: templates, infographics, sample projects). For purely B2B services, LinkedIn is often more effective.
Should I only pin product photos? No! Inspiring content often works better. Lifestyle photos, how-tos, tips, mood boards. Help your customers solve their dreams and problems – your products are the means to an end, not the goal.
How long does it take to see results? Pinterest is a long-term strategy. Expect 3-6 months before you see significant traction. The good news: that visibility continues to build afterward.
Can I reuse my Instagram content? Partially. You can adopt the visual style, but adjust the formats (vertically for Pinterest) and rewrite your text with keywords in mind. An Instagram caption like "Love this! 💕" won't work on Pinterest; you'd want "Minimalist gold earrings – perfect as a gift for her."
Ready to withdraw cash?
Pinterest isn't a quick fix, but a sustainable channel that can drive months of traffic and sales for your online store. The key? Start with a strong foundation: rock-solid branding and a professional Shopify webshop . Then it's just pinning, testing, and growing.
Online stores that are taking Pinterest seriously now will reap the rewards in six months. The question is: will you be there?
