Dive Brief:

• After launching exclusively on iOS devices this summer, Pinterest has added Buyable Pins to Android devices.
• The social media platform also rolled out The Pinterest Shop, an e-commerce feature with a curated collection of Buyable Pins and products from retailers.
• The e-commerce moves come at a time when Pinterest is growing – 97% from Q1 2014 to Q1 2015 – but is also struggling to show revenue from that growth with research finding weak sales conversions on the platform.

Dive Insight:

Just in time for the holiday marketing season Pinterest is adding two new e-commerce features. It’s expanding Buyable Pins to Android devices, joining what had been exclusive to iOS since June, as well as The Pinterest Shop, a curated collection of Buyable Pins and products.

According to Pinterest, there are 60 million Buyable Pins on its platform with retailers finding the feature being used mostly by new customers. The company described The Pinterest Shop as “a destination where you’ll find on trend collections of Buyable Pins and retailer shops, handpicked by us.”

Pinterest has had an up and down year – its user base is growing, but brands have become restless. For example, beauty brand Elizabeth Arden was active on the platform, but after an underwhelming response to a promoted pin campaign it pulled out of Pinterest altogether in favor of Instagram where it was seeing better engagement. And research from ChannelAdvisor found Pinterest came in a distant fourth behind Facebook, Twitter and Instagram in social media sales conversions.