If you’re an ecommerce brand owner who’s only ever thought of Pinterest as a place for recipes, outfit ideas or DIY crafts, it’s time to think again. Pinterest isn’t just a mood board — it’s one of the most effective sales and traffic channels available to ecommerce brands today.
And at the heart of Pinterest’s ecommerce power lies one of its smartest tools: rich pins.
Whether you want to drive more shoppers to your store, boost brand visibility, or increase conversions, rich pins are a must-have in your Pinterest marketing arsenal.
Here’s everything you need to know.
What are rich pins — and why should ecommerce brands care?
Think of rich pins as supercharged Pinterest pins.
While a standard pin is simply an image with a short caption, rich pins automatically pull metadata from your website and display it right on the pin. This makes your pins more informative, more engaging, and ultimately more actionable for shoppers.
Rich pins update automatically whenever you change details on your website. That means if you change a product price, add a new feature, or update availability, your rich pins on Pinterest reflect those changes instantly.
In short: rich pins turn Pinterest from a simple inspiration platform into a direct extension of your ecommerce store.
The 3 types of rich pins and why they matter
Pinterest offers three types of rich pins, each designed to serve different goals. Here’s how they break down:
📰 1. Article rich pins
Perfect if your ecommerce brand runs a blog or publishes valuable content. Article rich pins:
✅ Display the title of your article, your brand name, and a description pulled straight from your site.
✅ Always show your website link, driving readers directly to your content.
✅ Feature your profile prominently, making it easy for users to follow you and become part of your loyal audience.
Why does this matter?
It helps establish your brand as an authority. You’re not just selling products; you’re sharing expertise, which builds trust. Whether it’s style guides, how-to content, or tips tied to your products, article rich pins make your content easier to discover and more likely to convert casual browsers into followers and customers.
🍲 2. Recipe rich pins
While more niche, if your ecommerce brand has anything to do with food (think: cookware, specialty ingredients, meal kits), recipe rich pins are a goldmine.
✅ They showcase ingredients, cooking times, and serving sizes right on the pin.
✅ This detailed format makes users far more likely to save and try your recipes — and check out your products while they’re at it.
For ecommerce brands, this builds repeated exposure and positions your product as the essential tool or ingredient behind every saved recipe.
🛒 3. Product rich pins — the ultimate tool for ecommerce
This is where things get truly exciting for ecommerce brands.
Product rich pins are designed to drive direct sales.
They automatically pull in crucial shopping details from your product pages, such as:
✅ Price (including original + sale price if discounted).
✅ Availability (in stock or out of stock).
✅ Brand name, product title, and description.
✅ Shipping highlights, like “Free shipping.”
✅ Star ratings and reviews.
Plus, shoppers can scroll through multiple images right inside Pinterest, getting a multi-angle view just as they would on your own site.
The experience feels almost identical to being on your online store — complete with a bold button that takes them directly to your product page to complete their purchase.
The powerful benefits of using rich pins for ecommerce brands
Here’s why rich pins can become one of your most valuable ecommerce marketing tools on Pinterest:
🚀 1. Increased visibility & trust
Rich pins stand out visually on Pinterest because they display so much more information. The extra details signal to users that you’re a legitimate brand — not just a random Pinner.
The automatically synced data (like price and availability) also means shoppers always see accurate, up-to-date info, boosting confidence and reducing hesitation.
💰 2. Drive more qualified traffic that’s ready to buy
Rich pins cut down on steps. Instead of a user having to click through to learn details, they see key info instantly, which filters out casual browsers and brings only truly interested shoppers to your site.
When they do click, they’re already informed — and far more likely to convert.
🔄 3. Save time and stay up to date automatically
Because rich pins pull data directly from your product pages, you don’t have to manually update your pins if something changes. Your Pinterest content stays current without the extra work — ensuring shoppers never see outdated prices or out-of-stock items.
❤️ 4. Build stronger brand connections
With article rich pins, you’re giving Pinterest users easy ways to engage beyond the product page — whether that’s by reading your style tips, discovering how-tos, or following your profile. This turns one-time visitors into followers and brand fans.
How rich pins fit into your broader Pinterest ecommerce strategy
Pinterest is where people come to plan and shop. 93% of users use Pinterest to plan purchases, and 50% view it as a shopping destination. That means every pin you create is an opportunity to showcase your products at the exact moment shoppers are looking for them.
Rich pins simply make your entire Pinterest presence more powerful:
✅ Your product pins drive sales with up-to-date pricing, availability, and direct links to buy.
✅ Your article pins build authority and send traffic to your blog content.
✅ If relevant, your recipe pins tie your products to experiences people want to recreate.
Together, they turn Pinterest from a passive inspiration board into an active sales funnel that works 24/7 to drive brand discovery, engagement, and purchases.
The bottom line: Rich pins are non-negotiable for ecommerce success on Pinterest
If you’re an ecommerce brand, enabling rich pins isn’t just a nice extra — it’s essential. They make your Pinterest account an extension of your online store, seamlessly pulling shoppers from discovery to purchase.
So don’t leave Pinterest traffic (or sales) on the table. Set up rich pins, optimise your content, and watch Pinterest become one of your highest-performing marketing channels.
