Here’s something you might have not heard yet – Pinterest is looking to make a bigger push on live-stream shopping; ok, that was totally a lie when we said that this would be nothing new, but what’s an article without a little fun, eh? Pinterest is expanding Pinterest TV into Canada, providing a new opportunity to showcase its video shopping tools leading into the holiday season.
As Pinterest explains:
“Pinterest is kicking-off ‘Shop the Holidays on Pinterest TV’ with 10 hours of daily programming running from November 15-18th in Canada and the US. Over sixty brands and four major North American publishers are taking part in the series, which will include over 40 hours of shoppable content.”
Canadian Pin TV
Pinterest’s expansion will partner up with some brands for this new push, with names including JENNY BIRD, Wayfair, and NUDESTIX. The programming itself will be categorized by vertical, with a focus on gift-giving and holiday shopping.
“Brands will showcase popular gift guide products, announce discounts, and flash sales.”
Live-stream shopping remains a key area of potential for every social app that’s exploring commerce, based on the rapid ascension of the format in Asian nations. In China, for example, live-stream shopping is projected to drive over $180 billion in direct sales this year alone, which was up from $67 billion in 2019.
As a result, Pinterest, TikTok, YouTube, and Instagram are all exploring live shopping options. While in-app shopping has yet to really catch on in Western markets, with so much potential, you can bet that each app is going to push the option as hard as they can as a means to generate more revenue – both for themselves and creators.
Amid changing data usage restrictions, and broader economic shifts, this year hasn’t actually been a banner one for Social Media ads. That’s forced the platforms to explore whatever other options they can, and direct shopping could provide a solid avenue for independent growth. A larger problem, however, is that the adoption of eCommerce hasn’t sustained the growth it saw during the pandemic. Overall, online sales have reverted back to the mean as physical stores have re-opened, and that reduced momentum has also meant that the adoption of live commerce projects has also been slowed, while western audiences just have been as enthused by live spending.
The Wrap
Make no mistake, it’s still quite possible for the trend to take off, and this holiday season seems like a prime opportunity for the platforms to make a big push to see if they can trigger more interest. To add to this, Pinterest is also partnering with select publishers to work on seasonal ‘gift guides’, which will provide additional guidance for followers and fans.
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