Omni-channel commerce takes a leap forward today with the announcement of Pinterest Buyable Pins, giving Pinners the ability to make purchases directly through a Buyable Pin on the Pinterest iPhone and iPad apps. Demandware is the enterprise ecommerce platform partner for this initiative.

The move gives Demandware retailers an opportunity to reach consumers wherever they discover products. According to ComScore, Pinterest has more than 70 million monthly active users who have demonstrated an interest in buying products they Pin on the service. That’s why more than 80% of the 25 leading ecommerce sites have already added “Pin It” buttons to their websites, according to Invesp Conversion Optimization.

That’s also why major brands are flocking to community-oriented sites like Pinterest. Marketers are expected to spend nearly $36 billion advertising on these channels by 2017 in an effort to reach their massive and engaged audience.

Demandware is enabling its customers to deliver on their digital mobile marketing strategies – and drive sales – through their existing enterprise ecommerce platform, the Demandware Commerce Cloud. Retailers simply need to make their products buyable on Pinterest; there are no new systems or separate inventory required, and retailers capture and process transactions through their native systems.

Cole Haan, a longtime ecommerce innovator, is one of the first Demandware clients to participate in Pinterest Buyable Pins. In a statement, vice president of Global Digital Commerce Josh Krepon noted the “tremendous opportunity” for the company and that Demandware has “greatly simplified the effort” for Cole Haan to enable Buyable Pins.

Indeed, our foundation is built on taking the complexity out of ecommerce so retailers can focus on innovating and growing their business rather than babysitting their IT infrastructure.

Ethan Allen, Gardener’s Supply Company, Jo-Ann Stores, Kate Spade and Michaels are some of the other Demandware clients enabling Buyable Pins.

How Will It Work?

Buyable Pins on Pinterest will be available for iOS-based devices in the US in the coming weeks. (Android and web versions are on tap for later releases). There is a product feed from the Demandware Commerce Cloud to Pinterest. Product updates and inventory information are sent automatically using the Demandware platform. Orders are exported and fulfilled using existing business processes and systems.

For retailers, there are minimal integrations or modifications required to enable payment – the system uses Apple Pay or credit card – for orders originating on Pinterest. Retailers retain control over the customer relationship, including all aspects of fulfillment, customer service, just as they would with any order from their site.

By enabling a Buyable Pin, we and Pinterest are improving the mobile shopping experience and helping retailers reach consumers at more touchpoints in the shopping journey, while making it easier for consumers to buy products where they discover them. We know that consumers expect to engage with brands when, where and how they want, and that increasingly includes online communities like Pinterest.

Today’s news may prove to be a game-changer in mobile commerce, and we’re excited to work with Pinterest on the initiative. Pinterest users already demonstrate interest in a product by pinning it. Buyable Pins now add a native, secure, seamless checkout experience, powered by the leading ecommerce cloud platform.