Retailers hoping to bank on the rapid growth in mobile shopping that's happening right now should also look at Pinterest.
As Pinterest mobile app usage has risen (75 percent over the past year according to Pinterest), so has mobile commerce on Pinterest, according to a new study by Piqora, a marketing and image analytics resource for visual social networks (like Pinterest, Instagram and Tumblr).
Between January 2013 and January 2014, mobile transactions through Pinterest have gone up 77.62 percent, mobile revenue has gone up 224.1 percent and average order value has gone up 79.3 percent (meaning people are spending more each time they shop). The study shows that people are not just finger-swiping to look at pretty photos while using Pinterest on mobile and tablet devices -- as one might with Instagram -- but are actually clicking and making purchases.
What does this mean for retailers? For those who want to capture mobile shoppers from Pinterest, it means they need to optimize their mobile websites for pinning and make it even easier to buy products from their mobile websites, Sharad Verma, co-founder and CEO of Piqora, says, noting that Pinterest offers a mobile SDK for mobile pinning and rich pins to help mobile site owners drive more pinning and clicks. Verna also pointed out that that Pinterest is a good source for acquiring new mobile shoppers, as the number of new visitors Pinterest sent to retailers over mobile went up 46.2 percent last year. (Whether those new visitors will remain loyal customers, however, remains to be seen).
It's just another way in which retailers can and likely will focus their efforts on mobile in the coming year.